The creative industry remains a hidden gem as a business, despite music revenues in sub-Saharan Africa reaching a historic high of $110 million (Sh14.2 billion), surpassing the $100 million (Sh12.9 billion) mark for the first time.
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The region recorded an impressive 22.6 per cent growth rate, according to the International Federation of the Phonographic Industry (IFPI), which represents the global recording industry.

Angela Ndambuki, IFPI’s Regional Director for sub-Saharan Africa, attributes this milestone to advancements in digital revenues, particularly subscription streaming.

“The continued growth in recorded music revenues in sub-Saharan Africa is a testament to the strategic actions record companies are taking to create opportunities in the region, not only for artists but also for fans,” she noted, emphasising technology’s transformative role.

The rise of Digital Streaming Platforms (DSPs) is revolutionising Africa’s music industry, channeling millions of dollars into artists’ bank accounts. Platforms like Spotify, Apple Music, Boomplay, and YouTube Music have opened new revenue streams, enabling musicians to monetise their craft beyond traditional sales and live performances.

With streaming revenues increasing annually, African artists are reaping financial rewards previously out of reach. Spotify’s 2023 Loud & Clear report revealed that African artists earned over $8 million through its platform alone, with Nigeria, South Africa, and Kenya leading the way. This growth is fuelled by rising internet penetration, affordable smartphones, and a digitally savvy youth audience.

For independent artists, DSPs have democratised music distribution, allowing them to upload songs, retain rights, and receive direct earnings. Through streaming royalties, ad revenue, and fan donations on platforms like Audiomack and YouTube, musicians are diversifying their income and achieving financial independence.

“Before DSPs, breaking into the global market was tough. Now, one viral hit can change an artist’s life overnight,” says Kenyan singer Nikita Kering, who has gained international traction through streaming.

However, low subscription rates, piracy, and revenue-sharing models often leave artists with only a fraction of total earnings.

Streaming payouts, averaging $0.003 to $0.005 per stream, mean that only high-volume streams translate into significant income.
Despite these hurdles, DSPs are bridging the gap between African artists and the global stage, with stars like Burna Boy, Tems, and Diamond Platnumz accumulating billions of streams. As streaming culture continues to evolve, African musicians are better positioned than ever to benefit from the digital economy.

“Technology is an important driver of this success. The region must improve national policies and regulatory environments to attract further investment in the recorded music business,” Ndambuki observes.

The global recorded music industry marked its tenth consecutive year of revenue growth in 2024, with revenues rising 4.8 per cent to $29.6 billion (Sh3.824 trillion), according to IFPI’s Global Music Report 2025. IFPI noted that this sustained growth underscores the industry’s resilience and adaptability, fueled by investments in artist development and engaging fan experiences.

Victoria Oakley, IFPI’s Chief Executive Officer, emphasised the vital role of music in everyday life and the significant contributions of artists and songwriters in driving industry growth.

“These achievements don’t happen by accident. They reflect the brilliant creativity, vision, and hard work of artists and songwriters worldwide, supported by the investment and passion of record companies,” she remarked.

Oakley also highlighted the impact of emerging technologies, particularly AI, on the future of the music industry. However, she cautioned against unauthorised use of copyrighted music in AI systems.

“We must harness AI’s potential to support and amplify human creativity, not replace it. Policymakers must act to protect music and artistry,” she said.

The Middle East and North Africa emerged as the fastest-growing region, with recorded music revenues increasing by 22.8 per cent, driven almost entirely by streaming. Latin America followed closely with a 22.5 per cent growth rate, led by booming music markets in Brazil and Mexico.

Europe, the world’s second-largest music region, recorded 8.3 per cent growth, with major markets like the UK, Germany, and France driving the surge. Asia remained the largest physical music market, despite experiencing slower growth.

In North America, the US and Canada saw a modest 2.1 per cent increase, though the region still accounts for the largest share of global revenues. Australasia recorded 6.4 per cent growth, with New Zealand leading the expansion.