Chioma Onuchukwu on why African artists should use TuneCore to distribute their music

17 Nov 2022 - 13:42

Published under the Creative Commons Licence

Recorded music revenues in Africa increased by almost 10% in 2021, and much of that growth came from streaming, according to the International Federation of the Phonographic Industry, which also predicts that the African music industry will grow exponentially in the next few years. An inference that can be made here is that Africa is now very much a part of the global digital music revolution, which is driven largely by independent artists harnessing the latest digital tools.

TuneCore’s head of East and West Africa, Chioma Onuchukwu.

Believe-owned global digital music distributor TuneCore has been a serious partner for African independents who want to reach global audiences. The service distributes music to more than 150 music stores around the world, and recently introduced new and affordable annual flat-fee plans that allow artists to release an unlimited amount of music and keep 100% of their royalties.

Always looking to expand its services across Africa while developing the local industry, TuneCore has also been working to educate and empower artists through targeted programmes and information sessions, to prepare them for the demands of the ever-evolving music industry.

We spoke to TuneCore’s head of East and West Africa, Chioma Onuchukwu, about the company’s work on the continent.

MUSIC IN AFRICA: What are some of TuneCore’s activities targeting African artists?

CHIOMA ONUCHUKWU: We have been working on educating and showcasing artists primarily through several partnerships. We launched a radio show titled Major Stage by TuneCore, which gives emerging artists a bigger platform to launch and promote their music. TuneCore also hosted several recording and music business bootcamps in Sierra Leone and Ghana for music creators including producers and musicians, offering them training and music education.

What are some of the challenges in digital music streaming in Africa?

Infrastructure, data costs and price sensitivity are some of our challenges. Africans are very price-sensitive when it comes to paying for services compared to other markets. This is a gap we’ve found, and subsequently, to help mitigate this, introduced four new subscription plans, which allow for unlimited music releases for an annual fee.

There’s a misconception that music should be free; piracy is a big hindrance to the market as well. This is often driven by artists who go to great lengths of paying people to put their music on piracy sites.

What advantages does TuneCore offer compared to other distribution services?

Many African artists have no clue about how to distribute their music and how simple and possible it is. Many only focus on the creation part. We really want artists to be successful. Part of our goals for the market is to educate and inform African artists through bootcamps, masterclasses and other speaking opportunities on the how-to and importance of treating their music as a business.

We also are in good standing with our digital store partners, which means we don’t participate in unethical practices such as cheat streams. Artists can find a pricing plan that works well for them and they get to keep 100% of their revenue for all paid distribution plans. Our artists also have the upstream opportunity to our parent company Believe, which gives them more opportunities for promotion and exposure for their music.

Distribute your music with TuneCore here.