“Alexa, play the most popular song in Africa at the moment.”
“I’m sorry I don’t understand your request at the moment.”
“Alexa, why not?”
‘Because all music coming out of Africa seems to be popular at the moment!”
NOW, WE WOULDN’T BE SURPRISED IF ALEXA actually said that, would we? The truth is that the African continent seems to be where all the action is when it comes to art and artistry at the moment, and everyone from Beyoncé to Usher to David Guetta want in.
When you think of African music, the thought of affiliating the continent’s industry with just American rock bank Toto’s 1982 classic Africa has long gone.
We are now seeing African artists take the global stage, literally, storming on to it with new music, introducing new sounds, genres and energy, and educating the world on the true meaning of what being African is, without the baggage, without the long-held views and regressive stereotypes.
Pricewaterhouse Coopers’ (PwC) annual report, Entertainment & Media Outlook 2019-2023, focuses on the media industry in some of Africa’s biggest economies: South Africa, Nigeria, Kenya, Ghana and Tanzania.
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