Often, many African industry labels and artists have a myopic view of the global expansion and reach of their music. Nigeria is no exception. Among Industry Insiders and professionals, expansion MUST be either the UK or USA, or else forget about it. In recent times, we have seen an expansion into Asia, particularly Malaysia, thanks to Nigerian promoters in those countries pushing hard. We have also heard of rumbles in territories that most typically ignore and continue to.
One such regularly ignored market is France. France is a very important music market. At the beginning of the year, specific to digital downloads, International Federation of the Phonographic Industry, the most complete and authoritative source of music industry statistics worldwide, found the following:
Many major markets are seeing healthy growth in single track download sales: the US up 8 per cent in volume; the UK up 10 per cent; France up 23 per cent. Consumer demand for an artist’s body of work remains strong in the digital world. Digital album volume sales grew by an estimated 24 per cent globally in 2011, with the US and UK up by 19 and 27 per cent respectively and France up 71 per cent.
Notice the numbers when it comes to France when compared to the US and UK? Lucky us, we are forced to learn French in school. (I can’t tell you guys how I used to curse out the people who created the French language. The floggings in class to learn some French language in an English speaking African country never made sense to me as a kid. I had to learn that language by force by force. LOL! My French teacher was wicked mennnnh!)
Back on topic, it is important to expand our thinking and strategic alliances as all interested stakeholders work to take Nigerian music globally. P-Square seems to understand this. The duo recently collaborated with France’s Matt Houston with a remix of their song ‘E No Easy’ plus they granted an exclusive interview to Trace Urban to discuss their music, among other things. P-Square’s fan base in France is solid. Beyond P-Square, we can see how receptive France has been to Asa and Ayo, Nigerian singers.
Watch the video(s) below and as you all strategize and discuss global expansion, certainly drop France in the mix at those boardroom and music studio discussions. Shout out to Jude Okoye and his beautiful management of P-Square. Good look.
P-Square & Matt Houston – Positif
Behind the Scenes on the Making of Positif
Trace Urban Interview
- AML 137: Meet Leyla Konjo, Africa’s Music Industry Top Booking Agent (Interview)
- AML 136: Interview with Cherie Hu, Music Journalist
- AML 135: Artist Manager Bond Stanley Ebigbo on New Book, ‘Grounded Ways to the Music Business.’
- Kenya Music Industry Talks: Life After COVID, What do African Creatives Need to Weather the Impact?
- Nigerian Music Industry Talks: Opportunities for Young Lawyers in the Entertainment Industry