Airtel Africa, a leading telecommunications service provider with operations in 17 countries across Africa, has announced a new platform to support music artists and promote industry growth across Africa. The Airtel Artist Management System is a new service innovation which will enable upcoming music artists to upload and make available their music to a potential audience base of 83 million subscribers. The artists will be able to access Airtel Africa’s coverage and reach as a trusted provider of mobile services. The music business is a key contributor to the entertainment industry in the region, and as such, a platform like this really plays a huge role in the mass sharing, popularization and distribution of African music. This programme will also act as a new way to promote the music to a vast number of audiences who may not have had access to it before.
While speaking during the launch, Airtel Africa, Chief Executive Officer, Christian de Faria CEO of Airtel Africa said that, “We are pleased to announce this new innovation which will not only bring new music to our customers, but at the same time support the development of music artists across our countries. It will give our up and coming music artists access to exclusive channels and events, as well as exposure across existing media, including social media.”
On his part, IMImobile, Chief Executive Officer, Jay Patel noted, “Mobile penetration across many African countries is now pervasive, in some cases, higher than 80%, so ensuring the constant growth of choice and variety of mobile services is key. We are delighted to partner with Airtel Africa to help bring new, affordable, mobile-centric service offerings to market which not only create a richer user experience for subscribers, but will also encourage and support the growth of creative talent across Africa.”
The music industry in Africa is a huge, loud and lively one, more so an unstoppable force to reckon with. There are a large number of artists all over the continent, who are regularly producing and releasing new music to a wide and loyal audience. African music is beginning to find its niche in the world’s entertainment industry. The sounds and beats are now more than ever unique, engaging and enticing. Every artist has a story to tell through his/her music, and through it has a voice in the society.
The music has grown so much that you can identify an African song no matter where it is played in the world as its distinctive influence and role can be felt. The Airtel Artist Management system is a platform that comes at a much needed time, where the distribution and marketing of African music is, apart from piracy, the biggest challenge facing the continent’s musicians. If the distribution is improved from being dominated by street vendors and retailers, the market for the music can be widened and accessibility by listeners improved.
The portal will be available in the first week of December 2015. Click here for more information.
Photo credit: music.newcity.com