The African music industry has experienced a significant transformation in recent years, with the rise of streaming platforms and social media New Music Friday: A Global Trend Shaping Africa’s Soundscape playing a crucial role in shaping how artists reach their audiences. One phenomenon that has gained popularity is New Music Friday, a global trend where artists release new music on the last Friday of every month. This phenomenon has taken root in Africa, with many artists and fans embracing the excitement and anticipation that comes with it.
Statista paints a clear picture: Africa’s music streaming market is booming, with a projected revenue of over US$524.10m by 2027. These are astounding figures, especially because some of the most well-known streaming services were only recently made available in Africa at the end of the previous decade. The younger, tech-savvy population is responsible for this spike since they are increasingly interested in African music.
New Music Friday has become a staple in the African music ecosystem, with many fans eagerly awaiting the release of new music from their favourite artists. According to a survey by the International Federation of the Phonographic Industry (IFPI), 60% of Africans aged 15-24 listen to music online at least once a week, making them the largest consumer group for digital music. With this growing audience, New Music Friday has become an opportunity for artists to stay relevant and connect with their fans.
African music critics have praised the impact of New Music Friday on the industry, citing its ability to create a sense of community and excitement among fans. “New Music Friday is a product of careful observation of the average music listener. Typically, Listeners are most occupied from Monday to Tuesday, and then their workload tapers through Friday. It’s only natural that by the time Friday arrives, people are eager to unwind, turn up, and revel in their after-work shenanigans.” said Nwaokoro Nnenna, a Marketing & Brand Partnership Manager for Engage, a global label servicing Company. “New Music Friday has remarkably revolutionized the industry, given that it is now an established phenomenon.”
The numbers support Nwaokoro’s claim. According to Spotify, in 2022, African artists released an average of 150 new tracks per week on the platform, with many of these releases coinciding with New Music Friday. This surge in new music has led to an increase in streaming numbers, with many African artists seeing significant growth in their streams and followers.
New Music Friday serves as a crucial launchpad for African artists. It creates a level playing field, and everyone, from superstars to upcoming artists, has the chance to grab attention on the same day. This synchronized release prevents established artists from dominating the release cycle, allowing new voices a fighting chance to be heard.
This focus can be particularly beneficial for independent artists who may not have the promotional muscle of major labels. NMF allows them to compete for playlist placements and editorial attention alongside bigger names. It is a great way for smaller labels and independent artists to release music and potentially find a global audience they wouldn’t have reached before.
As Africa’s music industry continues its meteoric rise, New Music Friday promises to remain a vital platform for showcasing the continent’s diverse and electrifying sounds. So, come Friday, get ready to hit play and immerse yourself in the latest wave of African music.
