“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.
This story is from the August - September 2022 edition of Forbes Africa.
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This story is from the August - September 2022 edition of Forbes Africa.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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