Africa’s music market is among the fastest-growing in the world since many years, fuelled by talents, innovative approaches, digital and physical platforms, creative entrepreneurs, and the global rise of genres (most of all, the urban and electronic ones). This growth has caught global attention, presenting the African music market as a powerful business and cultural opportunity. Yet the question remains: how can we co-create value through fair cooperation, shared expertise, and comprehension of the diverse markets' dynamics and ecosystems? Understanding current realities together with the impact they create and their diversity, is only the first step; building networks and partnerships is the next one. How can Europe and Africa create a framework for bridge-growth in the music business?Keynotes details:

Unlocking Africa’s Music Economy – SAMPRA’s Role in Rights & Revenue (with Pfanani Lishiva)

As Africa’s music industry continues its global rise, ensuring fair compensation and robust rights management is critical for sustainable growth. This panel will explore the pivotal role of SAMPRA (South African Music Performance Rights Association) in shaping the continent’s royalty collection landscape. With a keynote by Pfanani Lishivha, this session will offer insights into Africa’s performance rights ecosystem, revenue opportunities for artists and labels, and strategies for international stakeholders to engage with the African market. Join us for an in-depth discussion on how performance rights organizations (PROs) drive value in Africa’s expanding creative economy.

From Stages to Systems (with Keith Kirimi)

Africa’s live events boom is undeniable. It is driven by youth culture, digital discovery, and a new class of creative entrepreneurs. Yet sustainable growth requires more than great shows; it needs systems: fair contracts, regional touring circuits, rights & data discipline, visa and mobility pathways, and public–private cultural diplomacy. Drawing on Kenyan and pan-African case studies, this keynote maps a practical playbook for co-creating value between Africa and Europe; standardizing deal structures, aligning brand and culture goals, professionalizing production supply chains, and measuring outcomes beyond hype (audience, spend, rights, jobs).

The New Power Market in Music (with Chinedu Chukwuji)

Africa’s music industry is reported to be a $10 billion goldmine entering its most transformative era. With millions of Africans coming online each year, one of the fastest adoption rates globally, and half of the continent projected to be online by the end of 2025, a new wave of first-time streamers is reshaping demand, discovery, and monetisation.The AfCFTA has further unlocked Africa as a borderless single market, expanding opportunities for artists, rightsholders, and investors, while exposing African creators to millions of new global fans. This shift is driving a projected 10% year-on-year growth in streams and attracting major global players; UMG’s acquisition of Mavin, WMG’s acquisition of Africori, and Sony’s startup incubator fuelling African music-tech innovation.Africa is no longer an afterthought market. It is now one of the world’s most strategic music demographics, shaping marketing, investment, and cultural influence. Tuning in to these changes and enhancing cross-market connections will determine how Africa harnesses this moment to build a more competitive, integrated, and globally resonant music economy.