The coronavirus pandemic forced a change in consumer habits, affecting a wide range of sectors. To remain competitive, some of those sectors, including the creative industries adapted themselves, causing new revenue opportunities to emerge.

On Monday, November 20, Orange Middle East & Africa and Spotify announced a partnership to promote music, particularly African music. This collaboration, which enables Orange subscribers to enjoy free music on the Swedish streaming platform by subscribing to one of the telecom operator's mobile offers, is already effective in the Democratic Republic of Congo, Madagascar, and Mali. It will soon be effective for Orange subscribers in Guinea and eventually cover all of Orange’s 18 markets in Africa and the Middle East.

"As a multi-service operator on the continent, we want to provide our customers with easier access to the rich musical culture in Africa and the promotion of local talents. The deployment of this service in the countries where we are present will greatly facilitate access to an incomparable musical experience for all communities and thus contribute to the acceleration of digital inclusion on the continent," said Brelotte Ba (photo, right), Deputy CEO of Orange Middle East and Africa.

For Jocelyne Muhutu-Remy (photo, left), Managing Director for Spotify in Sub-Saharan Africa, the collaboration addresses a specific issue. “We are aware that data costs continue to be a hindrance for people who would like to stream music, that’s why we are actively working at Spotify SSA on partnerships like this one," she said.

The International Federation of the Phonographic Industry (IFPI) reports that streaming is currently the highest revenue-generating segment for the global music industry. In its "Global Music Report 2023", it reveals that starting from 2017, the growth in streaming revenues has accelerated to account for 67% of global music revenues in 2022. Specifically, streaming accounted for $17.5 billion out of the $26.2 billion in revenues generated by the music industry worldwide in 2022. Streaming also contributes to greater visibility for artists on the international scene.

Sub-Saharan Africa was the region with the fastest growth in recorded music revenues in 2022, at +34.7%. This growth was driven by a strong increase in revenues in South Africa, the region's largest market (+31.4%). Meanwhile, the Middle East and North Africa posted the world's third-highest revenue growth in 2022 (+23.8%, with 95.5% of that performance being driven by streaming). 

Muriel Edjo