Joshua Baraka Explains Why East Africa Lags Behind Nigeria in Streaming
Joshua Baraka has opened up on why East Africa continues to lag behind Nigeria in streaming numbers and global music reach.
Speaking on the Afrobeats Intelligence podcast hosted by Joey Akan, the Ugandan singer pointed to one key issue, digital culture.
For Baraka, the problem starts with how audiences engage with streaming across the region.
In East Africa, you cannot compete in streams because people are not on streaming like that.
He contrasted that reality with Nigeria, where fans actively push their artistes through streaming and constant online engagement.
You cannot compete in streaming like that back home… some people may be onto it, but the artistes are not about it.
Beyond platforms, he sees a wider difference in mindset and approach to music.
Baraka said East Africa leans more toward artistry and authenticity, while other markets focus heavily on numbers, visibility and online performance.
In his view, Nigeria’s strong music conversations and digital presence continue to drive its global dominance.
