Does the EA Music lack Creativity & Identity to penetrate in the Global market?

How can EA Music make a mark this Decade? 

The former president of the United States of America, Pres. Obama shared his 2019 playlist which included African artists making was in global arena, Grammy award winner Angelique Kidjo, Grammy nominee Burna Boy & REMA. 

Earlier last year, Beyoncé featured African artists for the Lion King Project, & according Queen Bee, she wanted to make sure they found some of the best talents in Africa. The soundtrack is a love letter to Africa. The Album featured artists from Nigeria, South Africa & Cameroon, no sight of any of our EA superstars. 

With such huge international projects, artists get an opportunity to showcase their talents but as make a national landmark as an ambassador to to their country’s of respective. 

Which draws us to these questions, What’s not happening in the EA Industry? What can be done to change this? 

According to artist, Brian Simba, (Uncle Guni).

The Industry lacks diversity of sound in the mainstream. He adds, “‘I think that locally, the mainstream sound has been stagnant for a while’. Apart from a few exceptions, one can almost deduce a formula of how to make a bongo Flava song. Tempo, instrument used, content, hook, music video. 

As a matter of fact, some industry cats refer to it as the ‘hit formula‘. And as much as it works for the local market, I sincerely feel that it limits how much artists push their innovation. And by artists I mean, producers, singers, rappers, videographers all that”.

MASTER-CLASS by Wakazi, Bilingual Hip-hop Artist

By using Reggae, Spanish music, House, UK Grime/ Drill & Afrobeat as reference you will arrive to some common factors that play a huge role in facilitating a certain type of music genres ‘reach & acceptance’ in foreign territory. 

DIASPORA’S ROLE: Number of East Africans abroad is so small to the likes of West Africa, Jamaica, etc. For the music to do well, it has to start with them; their numbers, their pride & for some to be in key positions to make decisions like Nigerians are. 

CULTURAL BRIDGE: Very little is known about Bantu cultures. Our diaspora is too small to influence anything significant. So, when our culture is that much foreign to them it’s tough for the music to penetrate. Let’s take examples of other genres & their ability to stick.