Thandisizwe Mgudlwa – Cape Town:
Afro Nation, the world’s biggest Afrobeats Music festival, this week announced that it has partnered with APO Group, making them the exclusive Pan-African Public Relations’ Agency for Afro Nation Portugal 2022.
With acts from all over the world set to perform at this would be glittering arts spectacle, including the likes of Nigerian artists P-Square, Wizkid, and Burna Boy, American superstars Chris Brown and Megan Thee Stallion, and Jamaican dancehall star Beenie Man.
APO Group is the leading Pan-African communications’ consultancy and press release distribution service.
Organisers have also revealed that the 2022 edition of Afro Nation will bring together the best artists in Afrobeats, Hip Hop, RnB, Dancehall, Amapiano, Afro House and more.
With multiple festival stages located on the stunning Praia Da Rocha beach in Portimão, guests will enjoy world-class production and iconic live performances and DJ sets.
Afro Nation is a celebration of music from the entire African diaspora, and is one of a number of events that are helping to bring African music to new fans all over the world.
That the event is able to attract the biggest global stars is a testament to the increasing influence of Africa’s vibrant music industry.
The last edition of Afro Nation Portugal gathered an audience of 20,000 attendees from all over Europe, mostly young music fans from diverse nations coming together to celebrate African-origin music.
Afro Nation is produced by global events company, Event Horizon, and partners with Live Nation the world’s leading live entertainment company, which puts on more than 40,000 shows and 100+ festivals every year, selling half a billion tickets in the process.
Afro Nation also partners with SMADE Entertainment, and MOT, along with major media partner BBC Radio 1Xtra.
The music industry is booming across the African continent and it is attracting major international players. And in recent years, the world’s three largest record labels, Universal Music Group, Sony Music, and Warner Music Group have all entered the African market.
This growth is, in part, driven by a young population and improved access to technology. It is a key part of the ‘orange economy’, a collective term used by the World Bank for the flourishing creative industries that attract young, tech-savvy people.
Africa’s young urban population has generated a growing demand for live music, particularly in major cities, offering more opportunities for local musicians.
At the same time, research shows that access to better technology has helped African artists reach a wider audience through digital streaming services.
Streaming music in Africa alone is set to generate nearly US$500M by 2025. This is almost five times the revenue made in 2017. Nigeria is leading the way with $90M from music streaming services in 2020, driven by the rise in popularity of previously niche genres like ‘Afrobeats’, which originated in the country. But streaming is big business in other African countries too, with revenue estimated to increase by 20% in South Africa, and 30% in Kenya by 2023.
“Events like Afro Nation provide a tremendous global showcase for the best talents in the fast-moving African music industry, and we are delighted to be involved,” said Nicolas Pompigne-Mognard, Founder and Chairman of APO Group.
“But, more than that, a thriving music industry can also stimulate many other areas of African economies by driving increased employment, and providing opportunities for growth across multiple industries such as tourism, hospitality, and international investment.”