You can watch the full Amapiano Spotify: Music That Moves campaign video, featuring artists including DBN Gogo and Kamo Mphela, here.<\/p>\n
A rideshare driver in South Africa said, \u201cit\u2019s hard driving. We don\u2019t get paid well. And we can\u2019t organize. You can organize a thousand people in a WhatsApp group to go on strike. And maybe you can get three or four of those WhatsApp groups together.\u201d<\/p>\n
\u201cPrices will surge for a week,\u201d he said. \u201cCustomers get a little notification on their phone. Then I go to check two weeks later, and the whole thing\u2019s still running as if nothing\u2019s happened. And I need to pay my bills.\u201d<\/p>\n
There\u2019s something similar in music in that we want to live in a world filled with music, so we must want creatives to be able to live comfortably off their work. Then the market doesn\u2019t apportion value for music\u2019s positive externalities to nearly the extent those externalities provide value if you add up all the smiles in the caf\u00e9s where the live bands play. And that leaves a large class of musicians hobbyists or struggling.<\/p>\n","protected":false},"excerpt":{"rendered":"
Forbes spoke to Phiona Okumu, Spotify\u2019s Head of Music for Sub-Saharan Africa, about her Spotify: Music That Moves campaign \u2013 a new content series telling stories about locally grown music crossing borders and shaping culture around the world.<\/p>\n","protected":false},"author":12963,"featured_media":15787,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,31],"tags":[7,14,32],"class_list":{"0":"post-15790","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entertainment","8":"category-music","9":"tag-apie-project","10":"tag-entertainment","11":"tag-music"},"yoast_head":"\n