The African music industry has grown tremendously in recent years, with demand for homegrown music sweeping through the continent, and booming creativity leading to hit after hit.
A 2016 study of the entertainment sector by PricewaterhouseCoopers (PwC) estimated that the Nigerian music market, one of the largest in Africa will grow at 13 percent annually in no distant time. This growth will not be driven by album sales as it used to be in the past, but by proceeds from endorsements, event appearances and downloads. Getting endorsements and events invite is dependent on whether an artiste has released a hit. Usually, songs are regarded as hits if they enjoy massive airplay, usually a result of popular demand. But how are these songs discovered?
For many Americans, their old radio beats their new smartphone for music discovery, as a recent survey from Edison Research shows.