When you look at digital pop culture, it is impossible not to pay attention to how music consumption works in Zambia.
Even though streaming like Spotify, Apple Music, Boomplay, are very popular and widely used there, it is only the surface of what is going on in the digital world in this part of Africa.
The economic conditions in Zambia, as well as the infrastructure of mobile networks, have shaped unique digital behavior. So, below are 5 things that every true Zambian music lover does apart from streaming.
- 1) Sharing via social media
Being at a university or just standing in line while waiting for a bus in the city market, you’ll likely notice people with their phones out as they exchange the latest releases from Yo Maps or Towela Kaira using apps such as Shareit or Xender.
Personally, I think this takes us back to the old-fashioned times when sharing songs via Bluetooth was a thing, only now it works faster and more efficiently.
And then, we have WhatsApp, which can be called the unofficial Spotify in Zambia. Group admins share songs in MP3 format right in the chat.
It seems that if the song is not flooding family and friends’ WhatsApp groups, it cannot even be considered popular. This is the main criterion determining what songs people listen to out there in the streets.
- 2) .The influence of TikTok
Now, do you know how a song has become a hit? It’s when the weekend comes and TikTok is flooded with videos of fans attempting to dance at home to their favorite hits. The smartphone has turned everyone into active marketing promoters.
Once someone starts a choreography, thousands of people immediately copy it, record their own videos, and post them. If the song is catchy, fans will make sure it goes viral.
Originally, fans created the choreographies, but then artists began making their own dances so that people could recreate them.
- 3). Music blogs
Music blogs are widely accessed by music lovers for several reasons, especially because they are able to download music from artists who cannot afford to publish their songs on global platforms.
Plus, these websites help people understand the lyrics of Zambian songs, and keep up with the gossip involved (indirect references thrown in the lyrics).
- 4). The “digital hustle”
The music fan is young, connected, and always looking for a way to finance their lifestyle. Concert tickets, for example, are usually very expensive, so they are always looking for ways to earn some extra cash such as selling products online, taking paid surveys, and trying their luck betting on online crash games.
The game they play the most is Aviator, also called kandeke. It’s a game where a little red airplane continues to climb as the multiplier rises, something you might be familiar with or have seen others play.
- 5). Voting in polls
Lastly, we should also mention their participation in online polls. If you think K-pop fan clubs are intense, you need to see a Zambian “fan army” during award season, such as the Kwacha Music Awards.
It is very common to see social media filled with fans promoting voting and saying: “To vote for an artist, send XYZ to 8080.” They truly play the role of fans, doing everything they can to help artists take home the awards.
