adminMillions of people around the world listen to music almost exclusively on streaming platforms, but is it a significant source of income for artists? How can Zimbabwe use streaming services to grow its music scene?
Has streaming helped Zimbabwean music grow?
Streaming platforms such as Spotify, Apple Music, YouTube, and Amazon Music have allowed international listeners to learn about Zimbabwean genres like Zimbabwean jazz, also known as Afro jazz. New artists, such as those making hip-hop and electronic music like Takura and Holy Ten, have also gained traction internationally. A few of Takura’s biggest songs have around a million plays on Spotify alone, and Holy Hen’s track ‘Delila’ has more than 1.5 million plays. Spotify launched in many parts of Africa in 2021, helping Zimbabwean artists to break borders and connect with fans further afield.
How much money does streaming really bring in?
Music streaming revenue exceeds US$17 billion annually. This makes up around 70% of all recorded music revenue. Revenue from streaming has grown each year since the mid-2000s. Music fans regularly stream songs while doing other activities, such as working, driving, cooking, or playing .
However, many world-renowned artists have complained about the relatively low fees they receive from streams. The average payouts per stream are said to be between US$0.003 and $0.005. Apple Music generally pays slightly more, at around US$0.010 per stream.
It’s not as widely used as some other services, but TIDAL reportedly pays around $0.01 per stream. But TIDAL has failed to make money; in fact, the service loses tens of millions of dollars each year.
According to Statista, Africa’s digital market was expected to reach US$533 million in 2024. Music streaming was expected to account for more than 80% of this total.
In March 2024, UNESCO published an article on how platforms.
Young Gemini, a Zimbabwean rapper with more than 10,000 monthly listeners on Spotify alone, said the digital space is particularly important for artists who do not benefit from a marketing budget. Platforms like TikTok allow musicians to market themselves for free, in addition to offering the potential for monetization.
In 2023, Sound Diplomacy produced a study of the country’s digital music sector. The study was commissioned by UNESCO and the Government of France. Sound Diplomacy concluded there are several areas that could be improved to help Zimbabwe’s talented musicians reach a bigger international audience.
How can Zimbabwe help its musicians?
The study found that music was not considered an essential component of the broader economy and that artists there faced financial constraints. Sound Diplomacy recommended appointing a national music officer, creating an advisory music task force, and implementing a music export strategy.
Sound Digital also noted that many Zimbabwean artists, especially those in rural areas or with limited finances, were limited by expensive internet access. Recommendations to overcome this barrier included growing the local digital infrastructure, increasing the accessibility of professional recording, providing an internet grant program for artists and organisations, and supporting homegrown streaming services.
There is also a need for “better legislation to protect music copyright and intellectual property online”, as well as education to understand copyright management. Professional development through education, training, and workshops can help musicians understand entrepreneurship, management, and digital music markets.
Sound Diplomacy noted that the country has an “extremely rich talent pool of contemporary and traditional musicians” who garner a higher number of plays on digital platforms. The consultancy believes its recommendations could help Zimbabwean musicians reach a bigger international audience to the benefit of both the musicians and the country’s economy.
Zimbabwe’s chance to shine
Streaming services have expanded the possibilities for Zimbabwe’s music. Challenges such as internet costs persist, but the benefits of digital exposure are creating pathways for artists to thrive internationally. By using streaming platforms and social media, Zimbabwean musicians are building bigger fan bases worldwide.
Online Reporter