![]() ![]() Last year, the International Federation of the Phonographic Industry (IFPI), a group representing many of these companies, established its first outpost in sub-Saharan Africa. Sony Music Entertainment set up shop in Johannesburg. Recently, Universal Music Group opened up an office in Nigeria and created an African offshoot of the famous hip-hop label Def Jam. “Streaming is relatively new for our continent, but the rate at which it’s growing is faster than when streaming was first invented.”Īs a result, the same music companies that once ignored Africa are now fiercely competing to sign acts there. “As you see the cost of data and streaming going down, you see more and more Africans benefitting from a big push for music,” said Phiona Okumu, Spotify’s head of music for sub-Saharan Africa. ![]()
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