#Music Artists

‘We want Virgin Music Africa to be a showcase for African musical diversity’

Universal Music Group (UMG) has launched a Virgin Music division in Africa, which it says will give a platform to independent artists across the continent.

What are the main motivations behind the opening of Virgin Music Africa?

Our motivations are above all concrete answers to two main observations:First, music from Africa and its diaspora are unequally represented on the digital market and streaming platforms. We want Virgin Music Africa to be a springboard and a showcase for all this African musical diversity to shine throughout the world.Second, the African market has its own economic, logistical, and social specificities that deserve to be understood with accuracy and sometimes tailor-made solutions. Our presence on the continent, our expertise in its local markets, our network and our relationship with international and local platforms allow us to bring adapted solutions.

Learn More: World Cup 1966: Africa’s Boycott And How It Earned Them More Slots

One particular focus of Virgin’s new African division is to give life to “forgotten songs” by preserving and distributing the vast African cultural heritage. What are the main challenges in digitising traditional African music?

Day after day, songs are forgotten and at this rate, a large part of the musical heritage is doomed to disappear. One of the main challenges for us is to set up a real investigation to identify these works and digitise them to make them accessible to the greatest number and everywhere.

 

 

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