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SXSW 2021

Emerging to Mainstream: Africa's Newfound Success

Having successfully bridged the culture gap, the African music market has found a way to produce top-charting hits that resonate with global audiences. With a population of over 1 billion, Africa has always been referenced for its market potential but continuously blocked by infrastructure barriers that stem primarily from a lack of accessibility to & affordability of digital music. However, as more African governments recognize the value of African creative industries and major players from the US invest in resources to support the emerging music market, the African music industry has started to position itself for widespread success.

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  1. How these top music executives are elevating the global visibility of the African diaspora
  2. The successes & challenges in breaking artists, driving music consumption, & engaging international audiences
  3. How the landscape has changed as a result of a renewed global interest in Africa’s music market and how they anticipate it will evolve


  • Elizabeth Eason, Artist & Label Marketing Lead, Vydia, Inc.
  • Peter Tega Oghenejobo, Chief Operating Officer, Mavin Records
  • Ikenna Nwagboso, Head of Label Services, Distribution, Publishing, emPawa Africa
  • Charlotte Bwana, Head of Media Partnerships & Business Development, Audiomack


Elizabeth Eason, Artist & Label Marketing Lead, Vydia

Meta Information:

  • Tags: Future of Music
  • Event: SXSW
  • Format: Panel
  • Track: Cultural Resilience in the Arts
  • Level: Intermediate
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