The continent has 1.2 billion inhabitants, with 60% under the age of 25. This African youth has a huge appetite for music and consumes it. Sometimes they don’t even have access to electricity but still get connected to the internet to listen to music on YouTube via mobile phone which has known a stunning evolution.

This session will provide a quick glance into how with the help of economic growth, a new African middle class has emerged with a purchasing power making the continent one of the biggest target market in world music today an what that means for artists and industry professionals around the world.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.