Over the years party music a.k.a ‘Jollof music’ has proven to be a money spinner for Nigerian and African artistes in general and this is no small thanks to the fact that people on the overly black continent love to celebrate; be it the naming ceremony of a newborn child, birthdays, thanksgivings and even the death of a very old person is celebrated, it is called ‘celebration of life’. These celebrations, in turn, provide jobs and sales for artisans. However, this is not to say that artistes who do a different genre of music don’t make money too.
Meanwhile, there is a new wave of money making party on the continent now and it’s called FESTIVALS. According to David Scowsill, President and CEO of World Travel and Tourism Council, music festivals are an important income stream for local communities and host countries.
“Events bring people together, get infrastructure built, create jobs and help galvanise communities into action around a common purpose, and if executed rightly, local businesses are at the centre of the creation of these types of events.”
“In Africa, the total contribution of travel and tourism in 2015 was $180.0bn, which made up 8.1% of GDP, and the sector supported 7.2% of total employment, which is 22 million jobs,” Scowsill says.
According to CNN, The Lake of Stars Festival – which is an annual festival in Malawi – generates over $1 million for the Malawian economy every year.
Scowsill believes that festivals can provide an alternative to other conventional tourist attractions.
“To become and remain an attractive tourist destination, it is important for the place to continue to offer travellers a reason to visit and come back. Festivals, like other big events, are a way for a destination to achieve that, especially if it perhaps lacks other natural or constructed attractions.”
A version of this article was first published on CNN
Photo Credit – CNN