By Esther Murigi
The Kenyan music industry has experienced remarkable improvement over the past five years, shaped by technological advances, changing cultural and the rise of new business models.
In the 21st century, differences in music production, distribution, and consumption have transformed how music is created, shared, and experienced.
These changes have fostered new opportunities for artists such as Guardian Angel, whereby platforms such as YouTube and TikTok have given him direct access to the youth while also raising questions about the impact of such changes on traditional industry structures, with different regions and cultures influencing one another in previously unimaginable ways.
One of the most significant changes has been the transition from physical formats, such as CDs, to digital music. The beginning of digital files, followed by the rise of streaming platforms, has basically altered how music is distributed. It is no longer limited to physical record stores; music can now be accessed instantly via platforms like Spotify, Apple Music, and YouTube anytime.
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This conversion has shared music consumption, enabling listeners to discover artists from all over Kenya with ease. The rise of digital tools has also made music production more accessible, allowing independent artists to create and share their work without the need for traditional recording methods.
Streaming services have not only reshaped how music is consumed but also how it is profited from. In contrast to the revenue model of physical album sales, streaming has created a more involved network where artists earn revenue based on the number of streams their songs earn.
Hand in hand with the rise of streaming, social media platforms like Instagram, TikTok, and Twitter have become a dominant solution for artists to promote their work and engage with fans. These platforms have obscured the lines between celebrity and fan, allowing artists to build their own personal brands and connect directly with their audiences.
Another important movement is the changing role of production companies. Traditionally, music houses were gatekeepers to the music industry, controlling which artists gained access to studio time and distribution channels as well as commercial resources. Today, many independent artists choose to bypass music houses entirely, either releasing their music through self-distribution platforms or working with smaller, independent music groups.
The Author is Esther Murigi certified Broadcast Journalist
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