Cloud9 Entertainment Founder sees great potential in East Africa's music industry

The music industry in East Africa has been on a roller coaster ride in recent years, with the emergence of new talent from the continent and the diaspora helping to bring African music to the global stage. Lindei Sava, the Founder of Cloud9 Entertainment, shed light on the challenges and opportunities in the region's music landscape in a recent interview with CNBC Africa. The COVID-19 pandemic brought physical concerts to a halt, which had been the main source of income for many artists. In the absence of live events, artists had to explore alternative channels for monetization. Sava pointed out that the internet became the primary platform for virtual concerts and digital distribution. While these avenues did not generate the same revenue as physical events, they provided some respite for artists during challenging times. However, Sava highlighted that the transition to digital platforms has been slow in the East African music industry. Some artists have leveraged their social media presence to collaborate with companies and reach their target markets, but overall, the industry is still adapting to the new normal brought about by the pandemic. Reflecting on the growth of the music industry since 2004, Sava emphasized the impact of the internet in expanding the market beyond physical borders. With the rise of digital platforms and social media, artists now have a global audience, leading to a more diverse fan base and increased revenue opportunities. When asked about the influence of West African music on the continent and its impact on East African players, Sava highlighted a spirit of collaboration and learning between artists from different regions. He noted that East African artists have embraced the opportunity to collaborate and learn from their West African counterparts, leading to mutual growth and success. While some East African countries like Tanzania have a strong online presence, Sava sees potential for Rwanda to tap into its unique sound and capture a virgin market in the music industry. He emphasized the need for young people to understand the entire supply chain of the music industry, from production to distribution, in order to unlock the sector's revenue potential. Discussing the future of the music industry in Rwanda, Sava mentioned the recent signing of one of the country's biggest artists, Bruce Melody, by Cloud9 Entertainment. He expressed optimism about the growth prospects for Bruce and the Rwandan music industry, emphasizing the importance of combining talent with the business of music to drive success. Overall, Sava's insights shed light on the evolving landscape of the music industry in East Africa and the opportunities for growth and collaboration in a rapidly changing digital world.