The African music scene has picked up pace over the years as artist from other continents are taking an interest in collaborating with African artists. Since Nigerian based dance artist D'Banj signed a record deal with Good music (Kanye wests recording label) a year ago there has been an increase in the probability of successful African artists. Tumi from Tumi and the volume is also an African artist who managed to break in the UK market by signing under Sony BMG. The internet has made it possible for artists to exchange music across vast borders in the world. events such as the world cup which happened in South Africa in 2010 has also given our international competitors a good perspective about travel to Africa. The PR that has been in effect in North Africa is amazing because artists are blowing up and breaking through as international artists.
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| (D'Banj wins big at the mtv awards. image source: en.wikipedia.org) |
American/senegalesse singer and songwriter Akon has made sure that Konvict music (his music recording label) caters for African artists by demolishing stereotypes such as a music industry that is no longer focused on a racial, economic and social sphere. The Konfidence campaign "pronounced with a k" was established to help poverty affected children in Africa as a result of good collaboration between artists in the world. The PR and communication implications of having collaborating artist through out the world is also made possible by an increase in African tourism marketing and advertising. since the world cup we have seen countless amounts of artist travel to Africa for concerts social upliftment and good will. The corporate identity that has been created around the African scene is at its peak through out the years.
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| (Senegal born, American raised artist "Akon" addressing children at the Konfidence project.image source: http://www.konfidence.org/ ) |
Moving forward: branding african music
Coca-Cola has been in the process of creating a revolution when it comes to promoting African artists. open happiness was a campaign started to help create a unique sound that no one has ever heard. the campaign has made it their number one priority to bring different artist together from different genre's of music to participate in a benefit song that will mark the sound of Coca-Cola. African artists are expected to join the frenzy and contribute to their sound to bring about a completely new way of breaking musical boundaries. Somalian born artist K'naan is also featured in the company's future plans.
It's good to see Internationa African artist not forgetting to develop and help African based musician to succeed.
ReplyDeleteIts a good thing that we have artists from africa who give back after they have made their mark internationally
ReplyDeleteCollaborating is way of artists marketing their brands in the public domain, look here locally a rap artist shuggasmaxx having a collabo with Ringo Madlingozi. This way shugga is appealing to the old generation who are more familiar with ringo.
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