120,000 songs are uploaded per day ...
What will make you stand out from others?
Dear African Music Enthusiast,
You are officially welcome to the second half of 2025. Two weeks ago, we focused on preparing for the second half of the year as artists. In our last newsletter, we discussed the journey of artist managers alongside their artists.
Today, we pick up the conversation on the need to have a niche, even though diversity is well celebrated today.
When you think of Afrobeat, who comes to mind? Fela Kuti. What about Nigerian Hip Hop? MI Abaga. Ghanaian Hip Hop? Sarkodie. Soukous? Papa Wemba. What about Alté? Amapiano? Highlife? Chimurenga? Trap? … and others?
Why? You ask.
According to MusicBusiness Worldwide, approximately 120,000 new tracks are uploaded to music streaming services each day. Imagine how many songs per year? These numbers are staggering and won’t be slowing down anytime, but no need to fear.
You simply need to answer this question: How can I stand out? And definitely not by sounding like every other Afrobeats-styled African artist. You've got to find your niche to stand out. Don't be like a surfer on the sea riding only on the big waves. When the waves end, the ride ends.
Take a quick look at today's breakthrough artists who've mastered this principle.
Nigerian artist Tems didn't just make R&B; she created a signature sound by blending Nigerian sensibilities with contemporary soul, earning Grammy recognition and global collaborations. Ghanaian Amaarae pioneered Afro-fusion pop with her genre-bending approach. South African rapper and singer Blxckie developed a unique trap-influenced sound that's distinctly South African yet globally appealing. These artists didn't follow trends—they created them.
What you should do in a few quick steps:
Start with a music audit. List your favorite songs across the genres, identify their recurring elements, and note what attracts them to you. Then, record yourself freestyling or improvising using these elements—what naturally emerges? That’s a sample of your style.
Then, go on and analyze your influences. Who are the 5-7 artists that inspire you most? What draws you to them in their sounds, not their fame? What’s missing between your sound and theirs? Try blending Artist A's vocal style with Artist B's production and your style, what does it give you?
One more thing, define your Unique Value Proposition (UVP) by completing this sentence: "I'm the only artist who combines _______ with _______ while representing _______."
Don’t feel overwhelmed yet! We know starting from scratch could be daunting, but building it line upon line is worth the effort. Your sound will stick with the public. Even if some are not fans yet, they can easily differentiate you from the crowd.
Stay true to these, and with time, the reward will come and the ride will become smooth sailing.
Yours in African Music,
Librarian
African Music Library