I saw this very interesting article meant for social media types in general but it confirmed my trend observation, for a while now, and I thought to share both the article and my thoughts; tailored to the African market.
I believe in the next 2-3years, in the African music space, music blogs (not to be confused with a web distributor and digital media business like Truspot or IwantAirplay) will no longer be relevant.
This means music blogs in the African space that primarily just upload mp3s and embed videos will have to find a way to innovate and re-carve a niche for themselves. My conclusion is based on several things:
1. The competition is stiff and the market is now saturated when it comes to African music blogs. There are many blogs who now just put up mp3s and embed videos. These blogs are not easily ignored because while they may not have thousands of followers on twitter or facebook, they certainly rank on the first page of google, which is significant.
2. Social media users have become pretty savvy and they go directly to the fan page of the artist or their social media sites like You Tube to directly share videos, mp3s; bypassing the need to even stop by a music blog.
3. On most African owned music blogs, there is no real curating of music. Most throw in the kitchen sink. There is a need to curate good music. If there is no curation, then your blog is like everyone else’s and lasting in a competitive market will be very tough in the next few years as bigger players with stronger infrastructure and monies come in.
4. Indeed new entrants such as Spinlet have entered the marketplace. This means, in the case of Spinlet, for example, they do on the ground marketing and promotions, give visibility to African artists and negotiate collaborations with international acts. However, they are not conceding the online market, albeit they are new. They have employed an extremely popular blogger like Linda Ikeji whose readers now include music lovers and industry people to help divert traffic to their website. We also have seen Ghana’s Vodafone step in with a parallel concept. Fans can enjoy the songs of their artists, enjoy latest news regarding their artists and directly purchase at reasonable prices from Vodafone’s website,for example.
What all of these translates to is that African music bloggers are gonna have to have something more than mp3s and embedded videos to last in a competitive music space, otherwise, expect the Tech types like Spinlet and other similar techie owned or driven companies to eat your lunch.
Read article that inspired this post here.
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