DSPs streaming dollars into African artists’ bank accounts

In 2021, Bongo flava star Diamond Platinumz, born Naseeb Abdul Juma Issac, shared that “there’s good money in streaming music.” He explained that he was earning more from international digital platforms than from live performances.

Kenyan artists have echoed similar sentiments about the financial benefits of music streaming. For instance, Nikita Kering reportedly made thousands of dollars by streaming her songs.

However, this wasn’t always the case. Since 2010, when digital service providers (DSPs) entered Africa, music streaming platforms have steadily grown. Early platforms like Simfy Africa in South Africa, Iroking in Nigeria, and Mdundo in Kenya helped pave the way for many more services across the continent. These platforms have allowed music fans to easily access both local and international songs online.

Now, major global streaming platforms are turning their attention to Africa. In April 2020, Apple Music expanded from being available in just 13 African countries—like South Africa, Nigeria, and Kenya—to an additional 25 countries. Apple Music, which launched in 2015, noted that this expansion was due to the changing ways people consume media in Africa

The expansion of streaming services in Africa is part of a larger trend, where digital consumption is reshaping how people access entertainment. As internet connectivity improves and smartphone use increases across the continent, more Africans are turning to online platforms to enjoy their favorite music. This shift has created new opportunities for artists to reach a broader audience and earn more from their work.

Spotify, another global streaming giant, followed suit in February 2021 by announcing its availability in over 40 African countries. The platform, which had been long anticipated, finally allowed African musicians to showcase their talent on a wider scale and earn from streaming both locally and globally.

This rise of digital music services has been a game-changer for many artists. Instead of relying solely on live performances or physical album sales, musicians can now generate steady income through streams. Artists can upload their music to platforms like Apple Music, Spotify, and YouTube, gaining access to millions of listeners worldwide.

While the streaming industry in Africa is still developing, it has undoubtedly opened doors for both established and emerging artists. Musicians like Diamond Platinumz and Nikita Kering are prime examples of how artists can tap into these digital platforms to significantly boost their income and reach a global audience, marking a new era for the African music scene.