Africa has evolved, obviously. Of course, the net of the African entertainment industry has been widely cast, garnering international fans. In light of the COVID pandemic however, how has this feat worked for African entertainers? In a society where musicians rely massively on the pull of the crowd, how are they weathering the storm of social distancing?
One may argue that there are paid streaming sites and the like, however, how many fans are willing to part with their money for a bit of good music? For one, African musicians do not have a necessarily populous and diehard fan base. Contrast that with a group like say, BTS, whose online concert garnered over $18m. Do African entertainers have the star power to achieve and maintain a similar feat should laxer social distancing rules remain?
Like I do on my birthday every year I release an EP and this year despite all the challenges with regards to COVID 19 I was able to put together a 6 track EP titled “Life On Lockdown” using this current Corona Pandemic and it’s lifestyle changes as an influence in putting the concepts of the songs together.
From financial hardships to relationship issues and even spirituality. It’s a very interesting mini album and I wish every African understood the Ghanaian local dialect twi, in which I sang mostly to enjoy and get a better understanding.
Nonetheless, kindly take a listen and tell me what you think. Below are the links to listen to.
Thank You.
The COVID-19 pandemic hit musicians hard, especially those who depended on live shows, tours, and in-person collaborations. But it also forced a huge shift in how artists manage their careers, earn income, and connect with fans. Here's how many have adapted—and are still surviving: --- 🎵 1. Going DiRead more
The COVID-19 pandemic hit musicians hard, especially those who depended on live shows, tours, and in-person collaborations. But it also forced a huge shift in how artists manage their careers, earn income, and connect with fans. Here’s how many have adapted—and are still surviving:
—
🎵 1. Going Digital or Going Broke
Virtual concerts and livestream performances became the new tour.
Platforms like YouTube, Instagram Live, TikTok, and Twitch helped artists reach global audiences from their bedrooms.
Some monetized these streams through donations, tips, digital tickets, or subscription content (e.g. Patreon).
> 🎤 “No stage? I’ll build my own online.”
—
💰 2. Diversifying Income Streams
With traditional revenue collapsed, many musicians:
Sold merchandise online (sometimes limited-edition or personalized).
Offered music lessons or mentorships virtually.
Composed for ads, podcasts, short films, or video games.
Licensed their music to earn royalties (e.g., through platforms like Epidemic Sound, Songtradr).
—
🎧 3. Leaning into Streaming—but with Frustration
Platforms like Spotify and Apple Music saw a boom.
But most artists earn fractions of a cent per stream—meaning they needed millions of plays to survive.
Many began organizing and advocating for fairer payouts and ownership models.
> 💡 Some started building direct-to-fan platforms to keep more control.
—
💻 4. Becoming Their Own Brand
Musicians who survived longest didn’t just make music—they became content creators, entrepreneurs, or cultural figures.
They shared behind-the-scenes content, vlogs, political opinions, cooking, fashion… anything to build a deeper bond with their fans.
> Think of artists as not just singers, but multi-channel media brands now.
—
🌍 5. Collaborating Across Borders
Online tools like Soundtrap, Splice, or Zoom opened doors to international collaborations.
No studio? No problem. They sent files back and forth and mixed music remotely.
—
🧠 6. Mental Health Became Central
Isolation, lost income, and industry chaos pushed many artists into depression and burnout.
Some took a step back, focused on healing, or redefined success on their own terms.
The conversation around mental health for artists became louder and more accepted.
—
🛠️ 7. Building for Resilience
The biggest lesson musicians took from COVID:
> Don’t rely on just one income stream—or one platform.
So now they:
Build mailing lists.
Engage fans in Discords or private groups.
Create NFT-based music or token-gated communities.
Experiment with alternative models (like Bandcamp Fridays or direct sales).
—
🎯 Bottom Line:
The pandemic crushed the old model—but it also accelerated the rise of artist independence.
Musicians today are no longer just performers. They are:
Entrepreneurs
Community builders
Storytellers
Content creators
Survivors
—
Would you like examples of African musicians or Kenyan artists who navigated this shift well?
See lessMusicians became really creative and tried their best to do online shows as well as closed invite only gigs in their homes. Most of them however lost their livelihood and had to either readjust or get alternative sources of income. Until today, some have never recovered.
Musicians became really creative and tried their best to do online shows as well as closed invite only gigs in their homes. Most of them however lost their livelihood and had to either readjust or get alternative sources of income. Until today, some have never recovered.
See lessThe emergence of digital platforms like YouTube has continued to ensure that most of the artists are earning even when most of their activities are affected by the pandemic.
The emergence of digital platforms like YouTube has continued to ensure that most of the artists are earning even when most of their activities are affected by the pandemic.
See less