Unpacking the Challenges Faced by Female Musicians in Africa

Photo by Allef Vinicius on Unsplash

By Simbiat Amzat

The African music industry is experiencing unprecedented growth. With the rise of digital platforms, African artists are now more accessible than ever, and their music is being appreciated by fans globally. This newfound exposure has catapulted African artists to international fame and opened up new revenue streams and opportunities for growth. 

However, beneath the surface of this creative explosion lies a stark disparity in the careers of male and female artists. While male artists thrive and maintain long-standing careers, women's careers in the music industry are often short-lived. This disparity isn't just about the number of years spent in the industry: it is also about the opportunities, exposure, and support that female artists receive compared to their male counterparts. The music industry, which prides itself on creativity and innovation, seems to be stuck in a time warp when it comes to gender equality.

The challenges that female artists face are multifaceted. Societal expectations and cultural norms play a significant role in limiting their opportunities and longevity in the business. In many African countries, women are expected to prioritize family and domestic duties over professional pursuits. This expectation can make it difficult for women to pursue careers in the music industry, which is often seen as unconventional and demanding. The pressure to conform to traditional roles is intense, and women who choose to pursue music careers often face resistance from family and community members.

The industry itself is also riddled with challenges that female artists must navigate. Sexism, harassment, and exploitation are rampant, and female artists often find themselves having to prove their worth in a male-dominated space. The pervasive stereotype that women are not "serious" musicians or are only suited to certain genres further restricts their opportunities. Women are often expected to fit into a predetermined mold, with their music and image tailored to appeal to a specific audience. This stifles creativity and limits the potential for women to experiment and innovate in their craft.

Let us take a look at the careers of some prominent female musicians in Nigeria, the Western part of Africa: Victoria Kimani, Temmie Ovwasa, Di'Ja, MoCheddah, Eva Alordiah, and Cynthia Morgan, who once dominated the airwaves, have seemingly vanished from the limelight. What happened to their careers? 

Victoria Kimani's music career took a backseat when she transitioned into acting, appearing in several Nollywood films. While she still makes music, her output has significantly decreased. In a recent interview, Kimani cited the challenges of balancing her creative pursuits and the need for financial stability as reasons for her shift in focus. 

Temmie Ovwasa took an unexpected hiatus from music, citing burnout and a desire to focus on her mental health. Although she has made sporadic returns to music, her output remains inconsistent.

Di'Ja's music career slowed down significantly after parting ways with Mavin Records, attributing this to the challenges of navigating the industry as a solo artist and the pressure to produce hits constantly. 
MoCheddah has shifted her focus to entrepreneurship, launching her own clothing line and beauty business. While she still makes music, it is no longer her primary focus. 

Eva Alordiah announced her retirement from music in 2019, citing the industry's toxic environment and her mental health. Although she has since returned to music, her output remains sporadic.

Cynthia Morgan's career was derailed by personal struggles, including a highly publicized mental health crisis. Morgan has since made a comeback, but her output remains inconsistent. 

While there are female artists who have managed to sustain their careers despite the challenges, such as Tiwa Savage, Simi, Angélique Kidjo, and Yemi Alade, many others have faded out of the scene. The likes of Libianca from South Africa, who gave us the hit song "People," Tyla from South Africa, who had a viral hit with "Water," Gyakie from Ghana are also examples of talented artists who have not been able to sustain their momentum.

The music industry can be a challenging place for female artists, especially when it comes to record labels. Stringent contracts and rules can feel suffocating, leaving these artists with little room to breathe creatively. It is like being stuck between a rock and a hard place – they have to choose between staying true to their art and keeping their livelihood afloat.

These contracts can be super limiting, especially when it comes to exclusivity clauses. Imagine being tied to one label and not being able to explore other opportunities or work on your projects. It is like being stuck in a box with no way out. And to make matters worse, the power dynamic is often skewed in favor of the label, leaving female artists vulnerable to exploitation and mistreatment.

It is time for a change. The music industry should be a place where talent can thrive, regardless of gender. At Shades of Us, we advocate strongly for a more inclusive and sustainable music industry for female artists. The industry must recognize these numerous challenges, particularly those of record labels.  In the music scene, Female artists should get the same support as their male counterparts earn and not be reduced or confined to their sexuality.