How Spinlet’s digital distribution benefits all in the music ecosystem

Nigerian artistes – (Clockwise from top Wande Coal, Waje, 9ice, Ruby, Jesse Jagz, Victoria Kimani, Ajebutter 22, Seyi Shay, Bez Waje. Photo: Spinlet

The digital music industry across the continent is booming; boosting existing artists’ sales, launching new talent and also streamlining and ratifying the various music industry sectors.  As with any business disruption however, waves are also sometimes created and there is a settling in period while old ideas and traditions are reformed.  One such contention that stirred the heat and unsettled the airwaves this past week was the relationship of bloggers to artists to digital music providers.

Setting the record straight, leading digital music platform, Spinlet.com’s Mark Redguard said: ‘There is a role for everyone to play in promoting and sustaining a credible music industry in Nigeria’.  In the past, artistes often gave away their music for free to bloggers and media looking for good content to drive their own traffic.  To make money, these artists had to perform live gigs and rely on endorsements from corporate sponsors or individuals, and only recently in Nigeria have artists started being compensated for the public performance of their works, thanks to the Copyright Society of Nigeria (COSON).

However, with the advent of credible music platforms like Spinlet.com, who have in excess of 750, 000 registered users, artists now have an additional and secure source of revenue and are signing to the digital platform on a daily basis, notes Redguard.  While it is not primarily a marketing platform, Spinlet does assist in promoting artists who choose to drop their singles and albums exclusively on the service for an agreed period of time.  It does not replace any traditional marketing efforts performed by the record labels or the artist’s themselves.  Ergo it does not replace bloggers who legitimately review the content and are therefore a vital cog in the digital ecosystem.

But it is not only artists and content seekers who are benefitting from being with a reputable digital distribution platform, but consumers too.  Transactions are fast, as music is purchased in the moment and gratification is almost instant, and the payment systems are swift and safe too.  This digital music growth is also stimulating the online economy across Africa which has been slow and hesitant to adopt e-commerce principles.

Redguard confirms that the service has grown by an additional 10% since dropping its paywall last month, proof that digital is here to stay.  Further proof is in the calibre of artists now signing on Spinlet.com who come from all over the continent and are eager to share their sound not only with local audiences but with the world.