![]() He said that mainstream media did not cover hip-hop or underground music so vKontakte became the key platform for new music and gave it a massive advantage. “We created in the Russian market a unique situation,” he said of the service that rolls social media and entertainment into one offering. Sidorkov opened by revealing that vKontakte has 97m monthly active users while its music service is comfortably the leading streaming platform in Russia, with two million paying subscribers. “We believe the new audiences want something that is local but the international acts are attractive to them,” he said of how to get the mix right. “Having an office is Saudi is a breakthrough,” he said of changing political and cultural attitudes in the country, adding that Anghami is opening an office in Morocco soon. With a team of 120 people across the region, feet on the ground is key. “We are way more local ,” he said of the service that has been live since 2012, offering both Arabic catalogue and international hits. Moroun talked about how Anghami has grown by being finely attuned to the local markets it works in. Wenham began by suggesting Western companies are seeing these markets and more as huge opportunities but are, she believed, still scratching their heads about how to grow in these markets. Former WIN chief executive Alison Wenham moderated. Speakers included Eddy Maroun, co-founder of Middle-Eastern service Anghami Konstantin Sidorkov, director of partnership marketing at vKontakte in Russia Anne Jeniskens, head of licensing at FUGA and Jive Lai, general manager at Outdustry in China. Nielsen’s presentation was followed by a panel focusing on some of the regional music services that have built significant audiences. There will, she forecast, be more consolidation among services, African and Middle Eastern acts will start to go global but there will be new challenges for acts to break out of their local markets. “Continued growth in volume terms from India, Africa and the Middle East and growth in revenue terms from Europe and North America.” “What do we expect to see in 2019?” Kosinski asked. Compare that to Ariana Grande’s 91.7m weekly streams on YouTube in the same week.) (At the time of writing, the top three musicians globally on YouTube are all Indian: Neha Kakkar, Kumar Sanu and Alka Yagnik had 265m, 233m and 229m streams last week respectively. Note India’s position, reflecting the huge impact that YouTube is having. The top five countries of origin for artists were (in order) the US, the UK, India, Puerto Rico and Colombia in that order. Of the 200 most-streamed songs in Q4 2018, 72% were released in 20. ![]() The industry is becoming more global and this internationalisation is going to utterly shape its future. English made up over 50% of songs but Spanish was second and Hindi was third. Kosinski also offered a language breakdown of the biggest hits of Q4. “This is a good example of what you need to have a global hit,” she noted. She revealed that DJ Snake’s ‘Taki Taki’ was the most streamed song globally in the period and this was in part down to a whole host of featured artists from different markets – Selena Gomez US), Ozuna (Puerto Rico), Cardi B (US) and Snake himself (France). Nielsen’s latest research involves aggregating data on global streams from services including Spotify, Apple Music, Amazon Music and YouTube, and producing a chart of the 200 most-streamed songs in the fourth quarter of 2018. “There is a bunch of early-stage interest,” she said. Obviously Western markets are growing sharply and India and South America were hailed as boom areas, but she termed the Middle East and Africa as “very exciting areas”, with a lot of services (international and local) investing there. “It is actual money,” she argued, “and not just streams.” ![]() The IFPI, she said, is claiming that “music is a growth industry once more”, seeing 41% YOY growth. Spotify, Apple Music and Amazon may dominate many of the discussions about music-streaming, but there is more to the global streaming market than the biggest players.Ī strand at Music Ally and Music Biz’s NY:LON Connect conference in London today explored life beyond the big beasts, although it started with Nielsen Music’s VP global Helena Kosinski providing a global overview of streaming. Tags: anghami China FUGA Middle East Nielsen Ny:Lon Connect Russia
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