Africa Day: The importance of music to Africa’s story telling tradition

Africa Day is a celebration of the rich and diverse cultures that make up the African continent. One of the key components of African culture is music, which has always played a significant role in storytelling and passing down traditions from generation to generation. To shed more light on why music is such a crucial aspect of Africa's history and culture, CNBC Africa spoke to Kevin Rugamba, the Founder and Curator of Pineapple Undertones. According to Rugamba, music is intertwined with every aspect of African life, whether it be religious ceremonies, festivals, social rituals, or simply for entertainment. He emphasized that music has become one of the most effective and captivating ways to tell African stories in recent times. With globalization shaping the world today, Rugamba highlighted the importance of African music as a tool to promote the continent's culture and values on a global stage. He believes that African music has the potential to contribute significantly to Africa's soft power internationally. As global interest in African music grows, with major players like Sony Music, Universal, and Warner Bros. setting up offices on the continent, Rugamba stressed the importance of African creatives retaining ownership of their content and shaping their narratives. The next decade is expected to be crucial for African creatives as they strive to establish themselves in the global creative industry. Currently, Africa's creative industry generates around $4.2 billion annually, representing just a 1% share of the global market. To bridge this gap, Rugamba suggested formalizing the sector, improving infrastructure, and encouraging consumers to value and support local content more. He believes that by looking inward and appreciating the talent and quality content produced locally, Africa can unlock its full creative potential. Rugamba also shared details about the upcoming launch of another African mix by Pineapple Undertones, created for Sué's universe. The mix aims to bridge the gap between the continent and the diaspora by showcasing African DJs and music on a global platform. By strengthening these connections, Rugamba hopes to contribute to the global recognition and appreciation of African music and culture. As Africa continues to celebrate its rich heritage and traditions on Africa Day and beyond, music will undoubtedly remain a powerful medium through which stories are told, cultures are shared, and voices are amplified.