As an upcoming African artist, your focus should be a balance between building a catalog and growing a fan base, as both are essential for long-term success. However, the emphasis may vary depending on your goals, resources, and the stage of your career. Below is a breakdown of the pros and cons of each approach, along with recommendations:
1. Focus: Building a Catalog
This involves creating and releasing a consistent stream of music (singles, EPs, albums) to establish your artistry and sound.
Pros:
- Establish Your Artistry: A strong catalog helps define your unique sound and style, making it easier for fans and industry professionals to understand your brand.
- Streaming Revenue: More music means more opportunities to earn royalties from streaming platforms like Spotify, Apple Music, and Boomplay.
- Longevity: A solid catalog ensures you have a body of work that can attract fans over time, even if individual songs don’t go viral immediately.
- Creative Growth: Consistently creating music helps you refine your craft and experiment with different styles.
- Live Performances: A robust catalog gives you more material to perform at shows, festivals, and events.
Cons:
- Time-Consuming: Building a catalog requires significant time and effort, which may delay immediate fan engagement.
- Costly: Producing high-quality music can be expensive, especially if you’re funding everything independently.
- Oversaturation: Releasing too much music too quickly can overwhelm listeners and dilute your brand if the quality isn’t consistent.
- Delayed Fan Connection: Without active promotion, your catalog may not reach a wide audience, limiting your fan base growth.
2. Focus: Building a Fan Base and Streaming Numbers
This involves prioritizing fan engagement, marketing, and promotion to grow your audience and increase streaming numbers.
Pros:
- Immediate Impact: A strong fan base can lead to viral moments, increased streaming numbers, and social media buzz.
- Monetization Opportunities: A loyal fan base can support you through merchandise sales, concert tickets, and crowdfunding.
- Industry Attention: High streaming numbers and a growing fan base can attract record labels, sponsors, and collaborations.
- Feedback Loop: Engaging with fans helps you understand what they like, allowing you to tailor your music and marketing strategies.
- Social Proof: A large fan base and high streaming numbers can boost your credibility and attract new listeners.
Cons:
- Short-Term Focus: Overemphasizing streaming numbers can lead to prioritizing trends over artistic integrity.
- Pressure to Perform: Constantly chasing numbers can be stressful and may lead to burnout.
- Dependence on Algorithms: Streaming platforms favor established artists, making it harder for newcomers to gain visibility without significant marketing efforts.
- Limited Revenue: Streaming payouts are often low, so relying solely on streaming numbers may not be financially sustainable.
Recommended Approach: A Balanced Strategy
To maximize your potential as an upcoming African artist, consider a balanced approach that combines both building a catalog and growing a fan base. Here’s how:
- Release Music Strategically: Focus on creating high-quality music that resonates with your target audience. Release singles consistently (e.g., every 6–8 weeks) to maintain momentum.
- Engage Your Fan Base: Use social media, live performances, and fan interactions to build a loyal community. Respond to comments, host live sessions, and share behind-the-scenes content.
- Leverage Streaming Platforms: Optimize your presence on platforms like Spotify, Apple Music, and YouTube. Create playlists, pitch your music to curators, and encourage fans to stream and share your music.
- Collaborate and Network: Work with other artists, producers, and influencers to expand your reach and tap into new audiences.
- Invest in Marketing: Use targeted ads, PR campaigns, and grassroots marketing to promote your music. Focus on platforms where your audience is most active (e.g., Instagram, TikTok, Twitter).
- Perform Live: Perform at local events, open mics, and festivals to connect with fans in person and build a reputation as a great live performer.
- Monetize Your Fan Base: Once you have a dedicated following, explore revenue streams like merchandise, VIP experiences, and fan subscriptions.
Final Thoughts
While streaming numbers and fan base growth are important, your primary focus as an upcoming artist should be on creating authentic, high-quality music that resonates with your audience. A strong catalog will serve as the foundation of your career, while a loyal fan base will amplify your reach and impact. By balancing both, you’ll be well-positioned to succeed in the competitive music industry.
