South Africa’s recorded-music industry has returned to growth in recent years, including a 12.4% rise in 2018 according to figures published recently by the IFPI.
Music Ally’s latest country profile focuses on South Africa, and the optimism that labels are feeling there. “The outlook is bright, as more people sign up to music services,” Warner Music South Africa MD Tracy Fraser told us. “There’s a real sense that the music business here is bouncing back.” Fraser said that South Africa is still at the beginning of digital music adoption. “And while we’re seeing exciting growth by early adopters, the next step is to engage the broader population,” she added. “There are still challenges, such as high data costs and low credit card penetration, to overcome; but overall, as services innovate around billing and more people realise what a great proposition streaming is, we’ll get there.”