The numbers are dazzling: African music now accounts for over 10% of global streaming volume on major platforms, generating billions of dollars annually. The question increasingly being asked is: how much of that money is actually flowing back to African artists?
The answer, according to a growing chorus of industry insiders, artists, and advocates, is not enough. Streaming royalty structures built by and for Western music ecosystems create systemic disadvantages for artists in markets with lower average income levels.
A stream generates the same revenue regardless of where it is played, but a Nigerian artist whose primary fanbase is in Africa will see their effective royalty rate diluted by local currency values and the economics of digital service providers operating in low-income markets.
"A stream generates the same revenue regardless of where it is played, but a Nigerian artist whose primary fanbase is in..."
"We create the culture but we don't control the economics," said one prominent Nigerian artist manager. "Our music is enriching platforms and investors, but the artists often struggle to sustain themselves financially."
Advocacy organizations have emerged to fight for better terms, and some progress is being made. Spotify's recent announcements about improving royalty flows to emerging market artists represent a step forward, though critics argue they do not go far enough.
The longer-term solution many in the industry advocate for is the development of robust African-owned streaming infrastructure — platforms that understand the market, price their services appropriately for local consumers, and ensure a greater share of revenue stays in Africa.
