How Rwandan R&B singer Meddy turned music into a sustainable career

Rwandan R&B sensation Meddy, who is based in the United States, recently sat down with CNBC Africa's Fiona Muthoni for an in-depth conversation on how he has managed to turn his passion for music into a sustainable and profitable career. The talented artist shed light on the challenges he faces in the music industry, the investments required to create quality content, and the importance of leveraging digital platforms for promotion and growth. Meddy shared that despite the success of his hit songs, he still feels the pressure to continuously prove himself and strive for greater success. He emphasized the competitive nature of the industry, with new artists emerging constantly and the need to constantly evolve to maintain relevance and entertain audiences. The Rwandan artist expressed his admiration for those who have paved the way before him, motivating him to aim higher and never become complacent in his career. When asked about the profitability of being a musician in today's age, Meddy affirmed that it is indeed a lucrative career path if one can capture the hearts of the audience. He highlighted the importance of not only talent but also the ability to connect with listeners on a deeper level. The singer acknowledged that while there is money to be made, a significant portion of earnings is reinvested back into the business to fuel growth and reach wider audiences. In terms of investments, Meddy disclosed that the costs associated with producing music videos, promotion, and marketing are substantial. He explained that despite the misconception of artists making large sums of money, the reality is that much of the income is channeled back into the business for expansion. The Rwandan artist revealed that a single music video could rack up expenses ranging from $6,000 to $8,000, illustrating the financial challenges of sustaining a career in the competitive music industry. Addressing the returns on investment, Meddy pointed out that while there is financial gain, it often comes in various forms. From securing more shows to gaining traction on digital platforms like Spotify, the dividends of investing in quality content may not always directly translate into monetary gains but contribute to overall success in the industry. When discussing the shift towards digital platforms for promotion, Meddy emphasized the importance of artists in Rwanda and East Africa leveraging these opportunities to reach a broader audience. He commended those who are effectively utilizing social media channels to market their music and connect with fans, underscoring the rapid pace at which the industry is evolving. However, the Rwandan singer raised concerns about the lack of understanding among musicians regarding intellectual property rights and the rules governing digital platforms. Meddy expressed the need for more education and awareness on copyright laws, citing instances where artists have inadvertently violated regulations and faced consequences as a result of their unawareness. In conclusion, Meddy called for organized forums and conferences to educate artists, promoters, and other industry stakeholders on intellectual property rights and copyright regulations. He stressed the importance of having a comprehensive understanding of the legal frameworks governing the music industry to avoid pitfalls and safeguard their creative work. By fostering a culture of awareness and learning, Meddy believes that musicians can navigate the complexities of the digital age more effectively and protect their interests for long-term success.