Title: Digital Autonomy And Entrepreneurial Transformation In African Independent Music: A Technological And Cultural Reimagination
Authors: Efurhievwe, Margaret Akpevweoghene, Kuluje, Monday Elijah, Ubebor, Ifeanyi
Volume: 9
Issue: 8
Pages: 71-77
Publication Date: 2025/08/28
Abstract:
This paper explores the intersection of digital autonomy and entrepreneurship within the African independent music sector, placing particular emphasis on how technological innovation, cultural distinctiveness, and entrepreneurial transformation have redefined creative agency among African musicians. The study addresses how independent producers and artists in Africa navigate digital platforms, low-cost technologies, and decentralized networks to gain economic and cultural mobility in the post-major label era. Using phenomenological and ethnographic methods, this investigation reveals that independent artists are becoming tech-savvy entrepreneurs, crafting distinct identities and scalable production models in response to an evolving global music economy. It argues that a reimagined, decentralized African music industry offers fertile ground for sustainable careers through innovation, resilience, and community-based value systems. The findings highlight both the possibilities and structural limitations of digital independence in Africa's music landscape, presenting policy, infrastructural, and educational recommendations for scalable growth.