African music fans are no longer confined to radio or physical CDs; instead, they can discover new music instantly on mobile streaming platforms and social media. This shift in music consumption is largely due to the efforts of telecom companies in the region. According to Uwem Brown, a music curation executive at Mdundo.com, which operates in Nigeria, Ghana, and Cameroon, this transformation is facilitated by telecom innovations that have reshaped music consumption across Africa. These innovations have enabled platforms like Mdundo to reach millions of users with the help of telco partnerships. As of 2024, Mdundo boasts over 36 million monthly users, thanks to these collaborations. But what exactly do these partnerships entail, and how have they impacted the music industry? Telco partnerships have allowed local artists to reach millions of listeners without needing major-label backing. This is evident in the success of artists like Rema and Asake, whose tracks have garnered hundreds of millions of streams globally. By partnering with telecom companies, local artists can now bypass traditional barriers to global success. The impact of these partnerships extends beyond Afrobeats. Other African music genres, such as Amapiano and rap, are also experiencing a significant rise in popularity. Amapiano, which originated in South Africa, is spreading globally, thanks to artists like Kabza De Small, Uncle Waffles, and Tyla. Meanwhile, stars like Sarkodie, Nasty C, and Black Sherif are pushing the boundaries of African hip-hop. The global rise of African music is not limited to Afrobeats and Amapiano. Rap music is also gaining traction in Ghana and South Africa, with artists like Kabza De Small and Uncle Waffles gaining international recognition. This shift in music consumption has created new opportunities for artists to reach a broader audience. The GSMA projects that the number of unique mobile subscribers in Africa will rise by 4.5% to 613 million by 2025, as smartphone ownership grows to 61%. This growth in mobile subscribers will further enhance the reach of music streaming platforms and social media. Looking ahead, Uwem Brown believes that Africa’s expanding digital infrastructure will offer even greater opportunities for artists. By 2045, as much as 80 per cent of Africa’s population could be online, transforming the music industry further. With this level of digital adoption, artists will have the technology to bypass traditional barriers and reach a global audience. In conclusion, telecom companies are playing a pivotal role in boosting Afrobeats’ global reach. By enabling mobile-driven music streaming and social media, these companies have transformed the music industry across Africa. As the number of unique mobile subscribers continues to grow, artists will have more opportunities to reach a global audience, creating a bright future for African music.

Key Players in the African Music Industry

• Uwem Brown, Music Curation Executive at Mdundo.com
• Rema and Asake, Popular Afrobeats Artists
• Kabza De Small, Uncle Waffles, and Tyla, Amapiano Artists
• Sarkodie, Nasty C, and Black Sherif, African Hip-Hop Artists

GSMA Projections

The GSMA projects that the number of unique mobile subscribers in Africa will rise by 4.5% to 613 million by 2025, as smartphone ownership grows to 61%.

Looking ahead, Uwem Brown believes that Africa’s expanding digital infrastructure will offer even greater opportunities for artists.

“The technology will be there to help artists bypass traditional barriers,” Brown said. “It’s an exciting time for African music, and the best is yet to come.”

As the music industry continues to evolve, it’s clear that telecom companies will play a crucial role in shaping the future of music consumption in Africa. With the right partnerships and investments, African artists can reach a global audience and achieve success without traditional barriers.