• 2020-04-07

Music is big business and investors expect huge returns on their investment. Currently, in the industry, the consumption of music has expanded at the greatest rate due to improved technology and the internet; the number of artistes seeking to expose their work and develop careers have also increased over the years. Though the industry generates huge revenues, to be a successful artiste is quite a herculean task for many musicians and their management, particularly in Africa because most often, they lack the necessary infrastructure to build a sustainable brand.

After many years of struggle, some African artistes succeed in creating a successful career, whiles others remain in the underground until they retire or give up the ghost. It’s the ultimate goal of most African artistes to break the market, and earn a living out of their passion, but in reality, the struggle is real. Day in and day out, creative talents undergo harsh experiences pursuing music as a full-time job across the continent, however, a winner is always a loser who kept trying one more time, it only takes one hit to make that dream a reality.

The world had never heard of Shatta Wale until his monster hit “Dancehall King” set him on glory road. “Holla At Your Boy” pushed Wiz-kid into the mainstream, but his global breakthrough track was "Ojuelegba." Sarkodie’s success story began with lead single "Baby", an instant hit that gave him exposure. Diamond is considered as influential and most decorated East and Central African artist at the moment, thanks to debut hit “Nenda Kamwambie”. You cannot talk about South African hip-hop without mentioning Cassper Nyovest, Nyovest’s debut single, "Gusheshe", made him a popular household name and lastly, Tuface Idibia now 2baba’s “African Queen” paved the way for him to become one of Africa’s greatest living legends.  

Undeniably, it's easier for a camel to jump through the eye of a needle than a musician to build a sustainable brand in Africa, nevertheless, never give up on a dream you can’t let go. You can find other sources of income to survive, but don’t give up hope. Just a single hit can end it all.

Photo: 2baba/Hypertek