Digital literacy for musicians: Navigating music streaming services for independent artists in Kenya

Abstract

This paper explores the crucial role of digital literacy in the music industry, emphasising its specific relevance to independent artists in Kenya who rely on MSS for global exposure. The digitalisation of the music industry at the onset of the millennium has tremendously transformed the monetisation of music by not only granting artists unprecedented access to global markets but also enabling them to connect directly with their fans like never before. This transformation has prompted independent artists in Kenya to increasingly adopt music streaming services (MSS) as their primary platform for marketing and distributing their content. Therefore, digital literacy has become a vital skill that empowers artists to effectively utilise diverse digital tools, software, and MSS. Digital literacy equips artists with the knowledge to manage their online presence, engage with their audience on social media, and make data-informed decisions using algorithms, curation, and analytics. Through a combination of phenomenological primary research and secondary data sources, this study delves into the experiences of independent artists, shedding light on the challenges they face and the opportunities that MSS presents. By enhancing their digital literacy skills, these artists can increase not only their global reach but also their revenue streams, enabling them to thrive in the evolving soundscape of the music industry.