Sub-Saharan Africa’s recorded music revenues grew 15.2% to $120 million in 2025, outpacing the global industry’s 6.4% growth, according to the International Federation of the Phonographic Industry (IFPI).

The race for numbers has seen recorded music revenues reach $31.7 billion in 2025 globally, IFPI adds.

But as demand for African music accelerates, a digital private members club for creative professionals, Indvstry Clvb, is going big on simultaneously connecting emerging artists and creative businesses with industry leaders, commercial opportunities, knowledge and global networks.

“Africa has already proven that its music can travel globally. The next phase is making sure the business infrastructure travels with it,” said George Guise, Founder of Indvstry Clvb.

Guise stresses that African artists are not simply generating global attention, “but are equipped to own, protect, distribute and monetize the intellectual property they create.”

“The conversation has moved beyond whether the world wants African music. The demand is already there. The conversation now has to be about ownership, access and value.

“If we are going to build a sustainable African music economy, our creators need to be connected to the markets where that value is being created,” Guise explains.

Through a digital incubator dubbed “INDVSTRY EXCHANGE Artist Accelerator & Nairobi Writing Camp”, focus shifts to building a direct bridge between East African creators and the global music business.

The programme has attracted more than 250 applications, selected 100 accelerator participants and 30 writing camp finalists, with more than 40 global music executives and industry leaders expected to participate.

For Kenyan artists, market access can create opportunities across music publishing, songwriting, licensing, distribution, sync, touring, brand partnerships, collaborations and catalogue ownership.

Indvstry Exchange is designed to help creators understand the commercial value chain behind their work — from rights and metadata to contracts, publishing and international distribution.

The initiative also positions the creative economy as an increasingly important part of Kenya’s future of work. Music creates opportunities not only for artists, but for producers, songwriters, engineers, managers, publishers, lawyers, marketers, designers, content creators, event professionals and creative-technology businesses.

The programme’s ecosystem includes VUGA Music, Symphonic Distribution, EMPIRE Publishing JV, HEVA Fund and Spin Musik, while participating executives represent organisations including UMG, Def Jam, Freeme Digital, HEVA Fund, Mastercard Foundation, TM & Associates and Dapper Group.

The Nairobi activation will run December 7–13, 2026, with a three-day studio writing camp from December 8–10, executive produced by Grammy-nominated producer Chopstix, bringing emerging East African creators together with established artists and producers including Ben Soul, Bien of Sauti Sol and Chopstix. The programme will culminate in an Industry Forum, Panels and Showcase Concert on December 12.

Important Dates
Virtual Accelerator: September 19 – October 10, 2026
Nairobi Activation: December 7 – 13, 2026
Writing Camp: December 8 – 10, 2026
Main Forum and Showcase: December 12, 2026