In recent years, the global music landscape has undergone a significant transformation, driven by the success of artists from non-English speaking regions. K-pop sensations from South Korea and Latin music stars like Bad Bunny and J Balvin have taken center stage, captivating global audiences and diversifying music consumption patterns on streaming platforms. For Malawian artists, this shift represents a golden opportunity to break into lucrative international markets and showcase the country’s rich musical heritage.
The Rise of Non-English Music in Global Markets
The success of non-English-speaking artists, particularly in K-pop and Latin music, has not only altered global playlists but has also challenged the dominance of English-language music. These genres have proven that audiences are increasingly open to music from diverse cultural and linguistic backgrounds.
For example, BTS and BLACKPINK have garnered massive followings despite singing primarily in Korean, while reggaeton’s infectious beats have made artists like Rosalía and Daddy Yankee household names in regions far from Latin America.
For African countries, this global trend is promising. With the growing demand for cross-cultural content, Malawian artists who are blending traditional sounds with contemporary influences have a unique opportunity to tap into international markets. Genres like Afrobeats, Amapiano, and African house music have already made significant inroads, capturing global attention. Artists such as Tems, Tyla, Ayra Starr, Burna Boy, Wizkid, and Davido have proven that African sounds can resonate on a global scale, opening doors for emerging talent.
Cross-Cultural Collaborations: Blurring Genre Boundaries
One of the driving forces behind the rising success of non-English music is cross-cultural collaboration. Collaborations between Malawian artists and instrumentalists/musicians from other different linguistic backgrounds from across the region can help bridge the gap between diverse local & global music genres, allowing them to blend and appeal to a broader audience.
These partnerships also amplify the reach of non-English-speaking artists, as seen with Latin artist J Balvin collaborating with Beyoncé or Nigerian star Burna Boy collaborating with international giants like Ed Sheeran and Stormzy, Rema & Selena Gomez – the list goes on.
For Malawian artists, working with artists from other regions, especially those from Latin America or Asia, presents a massive opportunity to tap into new audiences. For instance, blending Afrobeat rhythms or manganje or marimba with reggaeton or K-pop elements can create unique hybrid genres that stand out on global streaming platforms.
Such collaborations can blur genre lines, creating innovative sounds that attract fans from different parts of the world. We already have a strong Indian community in Malawi – how can this be leveraged to create bigger fanbases for both Malawian and Indian artists/creatives? Can Malawian artists travel to India to perform to audiences that would appreciate their art and vice versa? What impact would this have on the economy of both countries & cultural exchange?
Youth Influence and Social Media: The New Marketing Frontier
Youth culture has always been a trendsetter in the music industry, but the younger generations today are more influential than ever, thanks to their early adoption of streaming technology and the power of social media. Platforms like TikTok, Instagram, and YouTube have become key tools for artists to connect with fans globally, making it easier for Malawian artists to gain visibility.
Malawian audiences are also beginning to increase their use of social media, consuming both local & international content. This change significantly benefits Malawian artists who are delivering quality content that rivals international content because they can now reach more local audiences and grow their fanbase beyond our borders. These two are important factors to pushing for the monetisation of Malawian content creators on social media platforms.
Viral marketing campaigns and user-generated content have also driven the success of non-English songs, proving that language barriers are no longer an obstacle for music to go global. Here in Malawi, there’s a gap for music marketing; so while local artists might go viral or garner views on their content, there is no real branding or intentional marketing happening in the process leading to most artists to not have a strong brand story that can compete with other major regional or international artists.
For Malawian artists, leveraging social media is crucial to tapping into younger audiences and building international fan bases. TikTok, in particular, has proven to be a game-changer, as it allows users to create viral moments around songs, boosting the visibility of artists.
For example, Nigerian artist CKay’s song “Love Nwantiti” became a global hit after going viral on TikTok, despite being sung primarily in Igbo and Pidgin English. South Africa’s Tyla’s “Water” has been an international and social media hit; defying most perspectives that Malawian artists need to sing entirely in local languages to be distinct or to grow their fan bases – she sang the whole song, if not her whole album in English; with production rooted in Amapiano and blended with other genres like R&B; Pop & Afrobeats. For Malawian artists who sing purely in English – you can still be yourself & you can always incorporate songwriters who are more fluent in local languages to help you find a balance if that is your intention with your music and creativity.
The Future of Music Consumption: A Global Perspective
As streaming platforms like Spotify, Apple Music, and YouTube continue to refine their algorithms, they are becoming more adept at recommending music based on geographic location, cultural preferences, and listening habits. This shift is democratising access to non-English language music, making it easier for artists from Malawi and other regions to be discovered by global listeners.
For Malawian artists and our music industry, this evolution means that localization is key to capturing audiences. We have seen many Malawian artists with streaming numbers in the hundreds of thousands – a different scenario from just 2 years ago!
By creating music that reflects local culture and language, while incorporating global sounds, we are witnessing the rise of Malawian artists who offer something fresh to international markets. In addition, as streaming platforms increasingly cater to diverse music tastes, we can expect African genres to gain even more traction globally – signalling room for Malawian artists to make their own mark in the world.
The Role of African Governments and the Music Industry
While the opportunities for Malawian artists are immense, there is also a need for infrastructure development and support from both local governments and businesses in the the music industry. Countries like Nigeria and South Africa are leading the way by fostering vibrant music industries, but more can be done to promote emerging talent across the continent and especially, here in Malawi.
Investments in artist development, creative education, digital marketing, and international partnerships will be critical to ensuring Malawian artists’ success on the global stage. These are the areas of study the next generation of young creative Malawians should be focusing on in the next few years given the projection of the impact and revenue generated on the African continent from music and the entertainment industry.
Governments can play a key role by promoting Malawian music as a cultural export and by establishing policies that genuinely support the creative economy.
For example, partnerships with international streaming platforms such Spotify, Apple Music, Deezer, and regional platforms such as Mdundo, Boomplay; international and regional festivals, and entertainment brands can help Malawian artists gain more visibility and opportunities in lucrative markets.
The Malawian flag can be artfully used as a logo across the promotional and branding assets for the international festivals or platforms Malawian artists would be performing at & other Malawian products can be spotlighted and promoted.
Embracing Africa’s Music Potential
The shrinking dominance of English-language music on streaming services signals a transformative moment in the global music industry. For Malawian artists, the path to international success is clearer than ever before. By embracing cross-cultural collaborations, leveraging the power of social media, and tapping into streaming platforms’ evolving algorithms, Malawian artists can make a lasting impact on the regional and global stage.
As Africa’s music industry continues to grow, it’s important for emerging Malawian artists to recognize the value of their cultural identity and how it can resonate with global audiences. By embracing their roots while adapting to international trends, Malawian artists can lead the charge in a new era of global music appreciation.
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