In an era where African music is rising to global prominence, the need for a robust and strategic approach to marketing has never been more pressing.

The convener, Music Marketing Conference, Africa, Oyinda Olukanni, in an interview with Efosa Taiwo, shared how the conference seeks to fill critical gaps in the African music industry’s marketing space, empowering creatives to turn their passion into sustainable careers.

Below is an excerpt from the interview:

What inspired the creation of this conference, and what specific gaps in the African music industry’s marketing landscape are you aiming to address?

As a music marketer I can say the creation of this event, Music Marketing Conference, Africa, was inspired by the rapid growth of the African music industry and the need to equip creatives with the tools to thrive in a globalized market. African music is gaining international recognition, but many artists and industry professionals still face challenges in effectively marketing their work, building sustainable careers, and monetizing their talent. 

This conference aims to address specific gaps such as: Limited access to marketing expertise: this has been a significant barrier for many African creatives in promoting their music both locally and globally. Recognizing this challenge, we are committed to empowering them with the essential knowledge and resources they need. Over the course of two days, we will confidently share invaluable insights that will elevate their marketing efforts and open new opportunities for success.  Digital tools are being underutilized, and educating artists on how to effectively leverage digital platforms, streaming services, and social media is essential for maximizing their reach and revenue. We have the opportunity to empower artists to harness these resources to their fullest potential. Fragmented industry networks: The conference will decisively bridge the gap between artists, marketers, and industry leaders, promoting robust collaboration and dynamic knowledge-sharing. By addressing these gaps, we will empower African creatives to seize control of their careers and elevate the global presence of African music.

Can you share some of the key topics and strategies that will be covered during the 3-day Bootcamp?

The Bootcamp is an immersive 3-day experience focused on recording, songwriting, and music marketing. We will bring together top-tier songwriters, A&Rs, producers, artists, and music marketers for an engaging and productive three days. The outcome of this collaboration will be the creation of an outstanding EP, which we will skillfully market based on the insights and techniques gained during our two-day conference. Get ready for an exciting journey that will elevate the music careers of the creators!

Who are some of the industry experts or facilitators that participants can expect to learn from during the event?

We have a solid line up of speakers. A few of them are Efe Omorogbe (Tuface ex-manager}, AQ (the award winning rapper), Dolapo (Founder of WetalkSound and Product Manager at Google), Chuka Obi (the brain behind all major ads in Nigeria, he did ‘Saka Don Port”), Chioma Onochukwu (the ex-Tunecore Lead for West and East Africa, Michael Odiong (Chairman of Music Publishers Association of Nigeria), Ola Oluwasanmi (A Brand Engineer and Dr. Ayuba’s brand manager) and a host of others.

How do you plan to ensure that the insights and skills gained at the conference translate into tangible benefits for African creatives in their careers?

To ensure the conference delivers tangible benefits, we’ve designed a practical and interactive experience: Bootcamp: some selected attendees will participate in a 3-day recording, songwriting and music marketing sessions led by industry experts, focusing on real-world applications like digital marketing strategies, branding, and audience engagement. Networking opportunities: We’re facilitating connections between creatives, marketers, and industry leaders to foster collaborations and mentorship. Post-conference support: We will offer follow-up webinars, mentorship programs, and access to an online community where attendees can continue learning and sharing experiences. Success metrics:  We will actively monitor the impact of the conference through the Bootcamp project, comprehensive case studies, and proactive feedback collection. This approach guarantees that the knowledge gained will effectively translate into significant career growth and enhanced visibility for all participants.

Are there any standout success stories from past editions of this conference, or is there a long-term vision for its impact on the African music industry?

As the maiden edition of the Music Marketing Conference, Africa, we’re setting the stage for what we believe will become a transformative annual event. While we don’t have past editions to reference, our long-term vision is to empower a bold new generation of African music marketers and creatives poised to thrive on a global stage. Establish a powerful ripple effect that empowers attendees to share their knowledge within their communities, significantly amplifying the conference’s impact across the continent. Position Africa as a premier hub for groundbreaking music marketing, decisively attracting international collaborations and investments. Highlight success stories in future editions, showcasing how participants have effectively leveraged the conference to achieve remarkable breakthroughs in their careers. Our ultimate goal is to shift the focus back to music marketing, illuminating its importance and providing a roadmap to success. It’s time to step into the spotlight and master the art of music marketing.

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