Digital distribution platforms are opening up the African market to the international music industry, reaching mass numbers of consumers across the continent for the first time, according to the International Federation of the Phonographic Industry (IFPI).
“Across the continent, international record companies are working to establish innovative services and invest in A&R [artists and repertoire],” the IFPI said.
The industry body said the growing smartphone penetration on the continent is aiding the delivery of digital music.
“You can really feel that something impressive is happening with digital music in Africa now. Two years ago, the digital business was almost all ringtones, today products and services are taking off and interest from our global partners in the continent is greater than it has ever been,” said Ulrik Cahn, vice president of digital business in emerging markets at Universal Music Group.
The group said although international revenue from the African market is small, it is growing at a rapid pace.
“South Africa, the region’s largest market has seen digital music revenues take off in 2013 following the arrival of iTunes and several music streaming services, such asDeezer,rara andsimfy,” the IFPI said.
The body said even though iTunes is new to South Africa, the platform accounts for 40 to 50 per cent of digital music revenues in the country.
The country saw 107 per cent growth in the digital music industry in 2013.
HumanIPO reported last week simfy had partnered with mobile operator MTN in South Africa, giving South African MTN subscribers access to a library of 23 million songs on the Simfy database for ZAR49 (US$4.55) a month.
“Customers no longer need to use a separate ipod, MP3 or CD player. Living in the connected world means that there is no need to carry a dedicated music player if a smartphone or tablet can just as effectively fulfil that function,” said Mike Fairon, general manager of products and solutions at MTN South Africa.
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