EMPIRE is an American music company famous for their work with artists such as XXXTentacion, T-Pain, Kendrick Lamar, and Cardi B. And they are spending and spreading massive resources on African musicians expecting proportional returns. Building on the success of Nigerian artists like Fireboy DML and Olamide, EMPIRE is announcing the launch of EMPIRE Africa.

“An African artist of ours topped charts in India,” Jules said. “It was charting in 51 countries around the world, and what was happening in India was driven by Reels cause obviously TikTok has not been in that market.”

EMPIRE closed out 2021 with the highest distribution numbers in Nigeria, according to TurnTable, a Nigerian Billboard equivalent. 

“Don’t forget the rate of streaming music in the States is not the rate of streaming music in Nigeria,” said Kareem Mobolaji, regional head of West Africa with EMPIRE. “If 10 people are streaming you in the U.S., that’s equivalent to having 60 people streaming you in Nigeria.”

Read more : https://www.forbes.com/sites/rileyvansteward/2022/02/16/african-music-is-big-business-in-america-tik-tok-helped/?sh=62f285fc3bee