The rise of digital music platforms has transformed the music industry in Togo, allowing artists to reach a global audience with ease. However, access to streaming platforms is only the beginning, and the real challenge lies in building a sustainable music business. According to Nodjigno Pierre Yao Nihtael, a Togolese professional in the music industry, many emerging artists in Togo struggle with the technical aspects of releasing music online, including preparing releases, managing metadata, and developing a release strategy.
To overcome these challenges, Nihtael believes that artists in Togo need stronger professional preparation before releasing their music. This includes having a structured project with correct information, artwork, credits, and promotional assets. Moreover, artist development and management require greater attention, with a need for more managers, distributors, media professionals, and booking agents to support musicians. This would enable artists to focus on their craft while others handle the business side of their careers.
Local and regional media also play a crucial role in promoting Togo's music industry. While global platforms can distribute music internationally, audiences still need stories, context, and trusted cultural voices to connect with artists. Strong African music journalism can help document careers, explain new movements, and provide a cultural history of the industry. This media visibility is essential for building a loyal fan base and creating a sustainable music business.
Furthermore, Nihtael emphasizes the importance of regional connections for Togo's music industry. The country's market should not be viewed in isolation, and collaborations between artists, managers, distributors, and media organizations with neighboring countries such as Ghana, Benin, and Côte d'Ivoire can be beneficial. These collaborations can lead to new opportunities, exposure, and innovation in the industry.
The music industry in Togo also needs more education around rights, data, and long-term planning. Digital platforms provide valuable information about listeners, but artists need to understand how to use this data to guide their careers. Additionally, artists require a better understanding of ownership, credits, and the administrative side of their work to make informed decisions about their music and careers.
Nihtael stresses that Togo's music industry does not need to replicate another country's model exactly. Instead, it can develop according to its unique realities, languages, cultural traditions, and market size. However, some principles are universal, including the need for professional teams, reliable information, strong networks, and good documentation. By building a robust professional ecosystem, Togo's music industry can create a sustainable future for its artists.
Ultimately, the next phase of Togo's music economy will depend on the development of a strong professional ecosystem around its artists. Streaming has opened doors, but it is up to the industry to create a structure that allows artists to build long-term careers. With the right infrastructure, support, and education, Togo's music industry can thrive and become a significant player in the global music scene.
Key points
- Togo's music industry needs professional infrastructure, including artist development, management, and local media attention, to build a sustainable future for its artists.
- The industry requires education around rights, data, and long-term planning to help artists make informed decisions about their careers.
- Regional connections and collaborations with neighboring countries can provide new opportunities and exposure for Togo's music industry.
