Why My Music Isn't Getting Hits: An African Musician's Guide to Breaking Through

You're pouring your heart into your music, but the streams, views, and downloads just aren’t there. It’s frustrating, and as an African musician, you might feel like you’re shouting into the void. The music industry is tough, and the African scene has its own unique challenges—limited access to platforms, saturated markets, or just not knowing where to start. But don’t lose hope. Let’s cut through the noise and focus on practical solutions to get your music heard in the short, medium, and long term.

Short-Term Solutions: Quick Wins to Get Noticed

You need momentum now. These steps can help you start seeing results fast without needing a big budget or fancy connections.

• Optimize Your Online Presence: Get your music on platforms like Spotify, Apple Music, Boomplay, and Audiomack. Make sure your profiles are complete—crisp artist bio, high-quality photos, and links to your socials. For example, a blurry profile pic or a half-filled bio screams “unprofessional.” Spend an hour cleaning this up.

• Leverage Social Media Reels and Stories: Post 15-30 second snippets of your music on TikTok, Instagram, and YouTube Shorts. Focus on catchy hooks or emotional moments. Use trending hashtags like #Afrobeats or #AfricanMusic, but also niche ones like #NaijaVibes or #Amapiano to hit local audiences. Post daily for a week and track which clips get traction.

• Collaborate Locally: Reach out to a nearby artist or producer for a quick feature or remix. It doesn’t have to be Burna Boy—find someone with a small but engaged following. Split the cost of a studio session and cross-promote on both your platforms. DM them today and propose a track swap.

• Engage Fans Directly: Reply to every comment or DM you get on social media. Share a behind-the-scenes clip of you recording or a quick story about your song’s inspiration. Fans love personal touches. Try this for a month and watch your engagement climb.

Medium-Term Solutions: Building a Fanbase

You’ve got some buzz—now it’s about keeping it going and growing your audience over a few months.

• Release Consistently: Drop a single every 4-6 weeks. It doesn’t need to be a masterpiece every time, but consistency keeps you relevant. Plan a 3-song release schedule for the next 3 months. Use affordable tools like DistroKid to get your music on streaming platforms.

• Tap Into Local Events: Perform at open mics, local festivals, or even small bars. Network with DJs and event organizers—they’re the gatekeepers to gigs. Offer to perform for free at first to build your rep. Make a list of 5 local venues or events this week and pitch yourself.

• Invest in Basic Promotion: Spend a small budget (even $20-$50) on targeted ads on Instagram or Facebook. Focus on your city or region to build a local fanbase first. Use eye-catching visuals—think vibrant album art or a clip of you vibing to your track. Test one ad campaign this month.

• Create a Signature Sound: Start refining what makes your music unique. Maybe it’s blending highlife with trap or singing in your local dialect. Look at artists like Rema or Tems—they stand out because their sound is distinct. Experiment with one new element in your next track.

Long-Term Solutions: Scaling Up for Success

This is about playing the long game—building a sustainable career that lasts years.

• Build a Team: You can’t do it all alone. Find a reliable manager, even if it’s a friend who’s good with organization, to handle bookings and outreach. Connect with a producer who gets your vision. Start reaching out to potential team members on X or at local gigs over the next 6 months.

• Expand Your Reach Globally: Target diaspora audiences in the US, UK, or Europe through platforms like SoundCloud or Bandcamp. Submit your music to blogs like OkayAfrica or Afropop Worldwide. Make a list of 10 blogs or playlists to pitch to in the next 3 months.

• Invest in Quality: Save up for professional mixing and mastering. A polished track can make or break your shot at playlists or radio. Budget for one high-quality single in the next year. Also, consider a music video—simple but clean visuals shot on a smartphone can work if done creatively.

• Learn the Business: Study how royalties work, how to register with a performance rights organization (like COSON in Nigeria), and how to pitch to Spotify curators. Spend 30 minutes a week reading up on music business basics—try sites like Music Business Worldwide.

Keep Going, Don’t Stop

The grind is real, and it’s easy to feel like you’re not moving fast enough. But every big African artist—Wizkid, Davido, Black Sherif—started somewhere small. The key is action over excuses. Pick one short-term step today, like posting a TikTok clip, and do it. Then build from there. Your hits are coming; you just need to keep showing up.