The 7th edition of the African Music Meetings (REMA) convened in Ouagadougou, Burkina Faso, from October 17 to 19, 2024, under the theme “Emerging Creative & Economic Afro Digital.” This theme highlights the ongoing shift toward digital platforms that enable African artists to showcase their creativity and engage with a global audience. According to research by the International Federation of the Phonographic Industry (IFPI), the African music industry is projected to grow significantly, with revenues expected to reach $1.1 billion by 2025, driven by increased digital consumption and streaming. This growth underscores the necessity of leveraging digital tools to navigate the evolving landscape of music production, distribution, and consumption.

Central to these discussions is the Connect for Culture Africa (CfCA) initiative, which among other objectives, also works to promote the importance of cultural industries as vital contributors to economic growth, job creation, and social cohesion. Through strategic partnerships and policy advocacy, CfCA envisions a thriving cultural landscape that not only supports the progress of African culture but also contributes significantly to the overall socio-economic development of the continent..

In his opening remarks, Rimtalba Jean Emmanuel Ouedraogo, the Minister of State for Communication, Culture, Arts, and Tourism, acknowledged Burkina Faso’s cultural vibrancy despite ongoing security challenges. He highlighted the importance of integrating training into discussions about producing quality artistic works, especially in a digital age. Similarly, Alif Naaba, the REMA Director, celebrated Africa’s rich musical heritage and emphasised the continent’s potential to redefine global narratives through its artists. He cited genres such as Amapiano and Afrobeat as cultural phenomena that assert Africa’s creative presence globally. His call for a borderless, creative Africa resonates with the  African Continental Free Trade Area (AfCFTA), aimed at enhancing intra-African trade, including in cultural sectors.

This year’s panel discussions, which brought together experts from Nigeria, France, Ivorycoast, Cameroon, Gabon, Kenya and Tanzania, focused on Africa’s thriving digital transformation in the arts, marked by the rise of streaming platforms and social media that have fundamentally altered how music is produced, shared, and monetized. While global platforms like Spotify and Apple Music have expanded their presence in Africa, many artists struggle to receive equitable compensation for their work on these international platforms. This situation underscores the need for African-centric platforms that prioritise fair pay and support for local creators.

Local platforms like Boomplay are gaining traction by focusing on African content and providing artists with greater control over their distribution and revenue. Boomplay has created an environment tailored for African musicians, emphasising local music and offering features that resonate with the continent’s diverse audience. This shift toward homegrown platforms supports artists in navigating the complexities of digital monetization and helps establish a more sustainable ecosystem for the arts. Panellists agreed that by prioritising the needs of African artists, these platforms could thrive and contribute to a more equitable music landscape.

Despite these advancements, significant challenges remain. Limited access to technology, low levels of digital literacy, and inadequate financial resources for high-quality production hinder many artists from capitalising on digital platforms. The cost of producing and promoting music digitally can be prohibitively high, particularly given the limited infrastructure in certain regions. While platforms such as Spotify and Apple Music have expanded across Africa, many artists still face unfair remuneration, emphasising the need for solutions that prioritise equitable compensation and local empowerment. Practical solutions are essential to address these gaps and empower artists to succeed in the digital space. 

At the 6th Pan-African Cultural Congress (PACC6) took place from September 25 to 27, 2024, in Moroni, Union of Comoros, under the theme Arts, Culture, Heritage, and Education: Levers for Building the Africa We Want, among the discussions that emerged was  the need to update national arts policies to support artists’ digital transitions took a centre stage. This discussion also came up at REMA. The reality is that policies in many African countries have not been updated to cater to the digital economy.  CfCA recently signed an MoU with the Observatory of African Policies in Africa (OCPA) to find ways of supporting the revision of policies in the implementing countries. But this will not be enough. 

Industry stakeholders must lobby governments on two fronts. First, supporting local streaming platforms like Boomplay through tax incentives or grants to  help establish a sustainable ecosystem for African music, allowing revenue to remain within the continent and providing better compensation for artists. Second, implementing regulatory frameworks that reinforce copyright laws and intellectual property rights can secure artists’ work from misuse, ensuring fair remuneration across digital platforms.

To address financial constraints, particularly in countries where cultural budgets are minimal, governments could promote public-private partnerships with telecom and tech companies. For example, by offering tax incentives, these companies could invest in building the necessary infrastructure to enhance digital capabilities in the cultural sector, offering various platforms for the distribution of cultural goods including music. 

Another strategy that the government could consider is aligning culture with broader economic development plans; governments can allocate resources to support initiatives, festivals, and trade events  that amplify African talent and build a thriving global presence. An environment where artists and cultural practitioners have robust support enhances the continent’s creative economies. According to the African Union, the cultural and creative industries (CCIs) contribute about 2.5% to Africa’s GDP. This figure highlights the significant role that culture plays in economic development. Furthermore, research from the World Bank indicates that investing in cultural industries can yield substantial economic returns. For instance, every dollar invested in culture can generate an estimated $3 to $6 in economic activity, showing that government support for cultural initiatives can lead to significant economic benefits

But, how do we get government support?. At CfCA, we recognise the need for industry data to equip governments with a better understanding of the music sector’s economic impact. We have conducted research in Uganda, Zambia, Zimbabwe, and Ethiopia, establishing the status of public funding in the cultural sector. With the information presented in these reports, we are developing various advocacy strategies aimed at increasing public investment in the cultural sector by 1% by 2030. By presenting statistics on revenue generation and job creation, we can effectively lobby for policies that support the sector, leading to funding programs for artists, grants for arts education, and subsidies for culture-related businesses. 

In the private sector, data is also important given its proven ability to create data-driven sponsorship opportunities. Telecommunications companies could  leverage this information to design tailored marketing campaigns that resonate with festival-goers, resulting in mutual benefits. The telecom industry also has significant potential to invest in the music sector through partnerships that promote digital music consumption. With clear data demonstrating growth in streaming services and audience engagement, private companies can recognise the economic potential of investing in music platforms, events, and artist development.

As the REMA conference concluded, it became clear that the road ahead requires collective efforts and a united voice to advance African creativity on the continent. The insights gained during the discussions provide a foundation for ongoing collaboration among artists, cultural practitioners, policymakers, and private sector stakeholders to support a sustainable creative ecosystem that celebrates Africa’s rich cultural heritage while ensuring its global relevance and impact. To fully realise this vision, increased funding for the arts, culture, and heritage sectors is essential, providing maximum economic benefits for creatives, including musicians, and empowering the sector to thrive and contribute meaningfully to the continent’s development.

Lucy Ilado is the programme manager at the CfCA initiative, which  is being supported by the Swedish government with its implementation being in collaboration with the African Union. The project  intertwines advocacy efforts at regional and national levels through a multistakeholder regional network that brings culture advocates together raising awareness on the benefits of investing in culture for a democratic, inclusive, peaceful, and sustainable social and economic development.