What TuneCore’s African launch could bring to the table

Africa is seeing an increasing number of multinational companies recognize the talent pool it has to offer despite being underfunded in most sectors.

It can never be underestimated what the influx of opportunities and revenue the entertainment industry brings to the GDP in most Africa countries so it was no surprise to most industry insiders when leading music distribution company TuneCore announced its expansion into the continent.

TuneCore is a global platform for independent musicians to build audiences and career with technology and services across distribution, publishing administration and a range of promotional services.

Given the power and influence of African music around the world, this is unquestionably a positive development. Everyone is vying for a slice of the pie.

One of the most exciting elements of TuneCore’s news is the growing number of independent artists from Africa. As important as music labels have been in representing artists for decades, TuneCore’s DIY approach will enable more artists to achieve and control their musical materials.

The company announced its launch in February in the following countries: West Africa – Nigeria, Ghana, Liberia, Sierra Leone, The Gambia; East Africa- Tanzania & Ethiopia, Kenya & Uganda while Southern Africa – South Africa, Namibia, Botswana, Zimbabwe, Zambia, Malawi, Lesotho

The news sparked a lot of excitement online, particularly among artistes and music executives who have been asking the organization for years for an African representation.

TuneCore which is owed by Paris company, Believe has always made a point of emphasizing its commitment to supporting independent musicians with the tools they need to get their music out there, expand their fan base, and maintain control over their careers. It’s a known common problem in the music industry when it comes to publishing rights and streaming data, and as time goes on, more creators will understand better on utilizing the necessary tools to build better sustainable careers in the African ecosystem.

Chioma Onuchukwu, Head of TuneCore West & East Africa speaking on the some of the areas of focus in Africa said, “Partnerships with local DSPs and providing education to Artists that will assist them as independent Artists are two of my main areas of focus. Understanding music creators’ pain points can also help inform product and service modifications and/or additions. We recognize that every market is unique, so we’re working to tailor our services to meet the needs of our West African artists”.

The launch is also welcome development because many African artists lost 50% to 70 percent of their earnings due to the COVID 19 global pandemic, as most make their money through performances and touring, so organizations like TuneCore will be able to further strengthen the conversation about the power of streaming platforms and protecting intellectual property.

Off on a great start here in Ghana, the company has partnered with 3Music Awards for this year’s edition to present the “Most Streamed Song” and “Act of the Year”.

“The collaboration is a way for us to demonstrate our commitment to the development of Ghanaian artists. Ghana continues to be one of the top African countries in terms of streaming data”, says Onuchukwu.