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How Did Sub-Saharan Africa Become The Fastest Growing Music Industry In The World?

The astounding marketing achievements of afrobeats and amapiano

Stanley C.
Better Marketing
9 min readDec 24, 2024

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Source: Undergroundsound.eu

African countries around the continent are reclaiming their identity. This trend has been going on for a couple of decades in this century in the form of political independence, economic development, and the growing popularity of their art. Part of that reclamation is music and taking ownership of their own songs. The two genres leading that movement are Amapiano and Afrobeats.

Not only are Afrobeats and Amapiano artists exporting African culture for the rest of the world to see and hear the stories of the West and South African peoples, but they are also seriously impacting the music industry, both commercially and critically.

According to the International Federal of Phonographic Industry’s 2023 Global Music Report, Sub-Saharan Africa was the region with the fastest-growing music industry in terms of recorded music revenues. South Africa, and by extension Amapiano, was a significant contributor to that growth, representing the largest sub-market in the region. With a young population and increasingly popular artists, songs, and genres, sub-Saharan Africa looks like it will be a key player in the future of the global music industry.

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Stanley C.
Stanley C.

Written by Stanley C.

Hi there 👋🏾 I'm a music writer that posts weekly essays about albums, genres, songs, and other novel topics in the music world that span across time.

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