The Changing Landscape of Music Consumption in Zimbabwe
In the month of November, many civil servants in Zimbabwe find themselves with a little extra money to spend. However, given the current economic climate, ideas on how to use this bonus are limited. For many Zimbabweans, purchasing music is not high on their list of priorities for Christmas shopping.
It’s common to ask someone when they last bought a CD of their favorite artist. Most will respond that they haven’t done so this year. One reason for this is the lack of physical places to buy music. Record shops have largely disappeared from the scene, and the few vendors who still sell CDs on the streets or in open markets are struggling to make ends meet.
Music is often seen as a luxury item, purchased only when there is extra income available. According to recent data, over 92% of recorded music is now sold online, with digital retailers experiencing a significant increase in sales. People are turning to streaming services or buying digital downloads directly from online stores. While streaming dominates, many still prefer to purchase music to own it, using platforms like iTunes, Bandcamp, and Amazon.
Some people opt for high-resolution digital files, while others buy physical albums because they often include a digital download code. Even modern cars are being manufactured without CD players, further signaling the decline of physical media.
CDs are now considered outdated, and with Zimbabwe’s population estimated at around 17 million, a top artist would be lucky to sell 170,000 units per release — just 1% of the population. This means that 99% of the population does not spend money on buying music.
The Decline of Physical Music Sales
The local electronics store market has seen significant losses, primarily due to the declining demand for CDs. Many record shops have closed down, no longer able to sustain their businesses. Those who still buy music often do so for reasons such as wanting permanent ownership, supporting artists directly, or preferring the tangible quality and artwork of physical formats like vinyl and CDs.
Interestingly, the market for physical sales, especially vinyl, has experienced a resurgence, even as digital downloads have declined. Most people today prefer streaming services, which offer access to an enormous music library instantly for a set monthly fee.
I spoke to several music lovers about how they buy (or don’t buy) music. The majority of them said, “I don’t buy CDs anymore; my entire library is digital. But I do buy music when I hear a tune that I want to possess and play occasionally.”
The Shift to Streaming Services
Apple’s creation of Apple Music is a clear indication of how much the music industry has changed over the past decade. A decade ago, it was assumed that people would build collections of digital music, just as they did with vinyl records and CDs. Apple was at the forefront of this change, with Steve Jobs convincing record labels to sell songs for 99 cents each.
However, it has become clear that this approach was flawed. Customers don’t want to buy music or build collections. Smartphones now allow access to unlimited streaming of millions of songs, making traditional music ownership obsolete. Artists who fail to adapt may struggle to earn money through record sales.
In Zimbabwe, the three main record companies—Gramma, Zimbabwe Music Corporation, and Record & Tape Production—closed down a few years ago due to declining business. Other factors included the rise of independent record labels and piracy. However, the main issue was economic hardship. Many people could not afford to buy music given their other financial obligations.
The Transition from Physical to Digital
A decade ago, the iPod and iTunes seemed like the future of music. But it’s now clear that they were just a transitional phase between physical formats of the 20th century and the streaming services that dominate today.
Analysts once predicted that paid music downloads would continue to grow, albeit slowly. But by 2014, revenues from music streaming services surged, while paid song downloads in the U.S. fell by 12%. Globally, downloads declined by 8% in 2014.
Digital downloads appear to be following the same trajectory as CDs, but with a 15-year delay.
The Future of Music in Zimbabwe
We still see a few vendors selling CDs in the streets of Harare, but one vendor told me he is lucky to make $5 a day. It’s no longer worth it.
According to a chart from CNN, CD sales peaked around the turn of the century and have been steadily declining since then. Paid digital downloads saw a surge after the introduction of the iTunes Music Store in 2003, but they have now leveled off.
Despite the challenges, there is hope. For those looking to make a career in music, especially in countries with small populations or economic difficulties, the solution lies in polishing live performances and earning money from concerts.
So, don’t be surprised if you hear the same old tunes playing this Christmas. The way people consume music has changed, and the industry must adapt to survive.