BY: KFLEEYESUS ABEBE
Ethiopian artists used to have hard time finding recording label or other platforms to reach out the public with their artistic outputs. They used to showcase their artistic works such as music, movies or other related creative productions through limited platforms. The platforms might be CDs, television transmission or live concerts. This has limited the access and interaction between artists and the people.
It has affected artists’ performances, delivery of creative works and at the same time reduced their benefits. Leave alone supporting and influencing their fans and the public, they have been expecting support from the government as entertainment wasn’t as such paying off. But in the meantime, there seems to be a dramatic change for artists and entertainment business in general.
With the advancement of technology, artists now do have multiple ways of reaching music fans, movie lovers and followers of various forms of art production.YouTube is among the top platforms that is changing the landscape of entertainment business. Not only broadening delivery and production, this platform is introducing young and emerging artists to people.
Singers release albums and music reaction, comedians upload stand up and other comedy works, talk shows, book narrations, movies and other creative works. Lately, even big artists found YouTube paying off. They release their albums without advertising on conventional media platforms. Just recently, emerging artists Yohana Ashenafi and Tsedenya Birhanu by their stage names Yohanna and Tsedi respectively released their albums on YouTube. They have exhibited confidence on themselves and created platform by releasing their albums free of charge and without even proper advertisement. They have instantly attracted thousands and millions of views with song lists and music clips.
Speaking why Yohanna did upload his second album on YouTube as a surpirse; free of charges and no promotion, he said the young people are adapting with current technolgical updates and he wanted impact the system industry that is going on.
“ As a young man myself, I know the trend how young people are accessing music. They are getting international musics instantly but local musics aren’t as such available. I have to compete with this rapid changing atmosphere. My fans are basically young people. This is a digital era. With CDs, as you know, the penetration is low. There are limited shops. It isn’t worth it. So, this way I can reach my audience and let them at least come at concerts and support me in different ways. People have there ups and downs in life. We should get closer to people in various ways.”
The other artist Tsedi said she and her production group had short advertisement on facebook, instagram and other social platforms and released the album on YouTube. “CDs might continue as a way of keeping history and showing someone’s appreciation for the artists. Otherwise, YouTube and other online markets are so near to people. It is likely this would be the trend for artists to interact with their fans and provide their works to the market. ”
Movies, comedy shows, music reactions, prank videos and other items are also increasingly becoming available on YouTube and providing substential income for the producers. Ethiopian movies are available not only to domestic audience but they are reachable to Ethiopian diaspora or anyone interested across the world. Sodere, Diretube and others are providing movies that are no longer on stage. They get millions of viewers in short period of time. If it was in cinemas’, it would be very hard to get such number of viewers.
The YouTube business is such a lucrative one that even notable artists migrate from mainstream media to opening ones that own YouTube Channel. Comdian Nati Abraham who was working for mainstream entertainment media choose to appear on his YouTube channel. He has more than 150,000 subscribers. He is regularly posting comedy dramas touching various aspects of life. Comdian Eshetu Melese is another artist who is exploiting the internet and making millions by his YouTube channel.
He has close to 200,000 subscribers for his children program. There are also YouTube-based talk shows that are getting large audience. Yelib Weg by Amelest Muchie is one to be mentioned as it has close to 200,000 subscribers and becoming a popular talk show. Reality shows of Geni family by famous artist Genet Nigatu and different personality entertainment programs have also share in the entertainment.
In addition to YouTube, the new Chinese social media platform Tiktok has grabbed the attention of the Ethiopian youth. There are several video clips produced by users. What is unique about this platform is that it has introduced young artists with people and companies. Tiktokers are also earning money by doing commercials to companies. They are getting contracts to perform on big movies and music videos.
It is apparent as there is a vast divergence to online entertainment and benefits of artists will also be increasing in the time to come. This wouldn’t be possible if there wasn’t a growing internet peneration in Ethiopian household, workplaces and recreation places. According to digital Ethiopia 2021 report, the number of internet users in Ethiopia has increased by 2.8 million (+13%) between 2020 and 2021. If it continues to increase, it would be for the benefit of the entertainment business and internet-based media operators. Companies have also noted the potential of internet -based entertainments. They are making contracts with operators and running commercials on different YouTube and other channels.
The internet-based entertainment market doesn’t come free of challenges. It is vulnerable to copyright infrigement. Artists who have been victims of unauthorized duplications in times of CDs and other deliveries have continued to suffer in the age of digitalization too. Artists are struggling for their rights more than ever. Some of them however chose to provide solution by creating secured media platforms. Awtar is the result of the movement to protect rigths of artists particularly singers. It is a platform designed by groups of artists themeselves and it is gaining momuntum in the meantime. Singers are releasing their songs in this platform and protecting their art works and at the same time reach their fans directly and be profitable. It has a long way to go but singers are happy of the process this initative has so far.
One thing can be certain in the age of technolgy, notably in this age of digitalization, artists and entertainers can easily be visible to their fans and people in general. They can deliver their artistic products, interact with fans, advertise their upcoming creative works and most importantly they will be benefitted from their works. Their success is also positive in encouraging creativity and innovation in the society. Hence, it is at doorstep artists to be big influncers. Apart from generating income for themselves, the entertainment business is likely to generate substential revenue for the country.
The Ethiopian Herald April 17/2022