Is Music Still Being Purchased?

The Changing Landscape of Music Consumption in Zimbabwe

In November, many civil servants in Zimbabwe find themselves with extra money to spend. However, in the current economic climate, ideas on how to use this bonus are limited. It's not uncommon for people to avoid purchasing music as part of their Christmas shopping. When asked about the last time they bought a CD from their favorite artist, most people admit that they haven’t done so this year.

One key reason is the lack of physical places to buy music. Record shops have largely closed down, and street vendors who sell CDs are becoming fewer. In addition, music is still seen by many as a luxury item that is only purchased when there is extra income available. With over 92% of recorded music now sold online, digital retailers have experienced a significant rise in sales.

People today tend to buy music through streaming services or directly from online stores for digital downloads. While streaming dominates, some still prefer to purchase music to own it, using platforms like iTunes, Bandcamp, and Amazon. Some purchases include high-resolution digital files, while others buy physical albums because they often come with a digital download code.

Modern cars no longer include CD players, and CDs are increasingly viewed as outdated. With Zimbabwe’s population estimated at around 17 million, even a top artist would be lucky to sell 170,000 units of each release, which is just 1% of the population. This means that 99% of the population do not spend money on buying music.

The Decline of Physical Music Sales

A look at the local electronics store reveals significant losses, primarily due to the declining demand for CDs. Most record shops have shut down, as they no longer see viable business opportunities. Those who still buy music cite reasons such as a desire for permanent ownership, supporting artists directly, and a preference for physical formats like vinyl and CDs for their tangible quality and artwork.

Interestingly, the market for physical sales, especially vinyl, has seen a resurgence, even as digital downloads have declined. Most people today prefer streaming, likely because it offers instant access to an enormous music library for a set monthly fee.

When I asked several music lovers how they buy (if at all) their music, the majority responded almost uniformly: “I don’t buy CDs anymore, as my entire library is digital, but I buy my music when I hear a tune that I would like to possess and play every now and again.”

The Rise of Streaming and the Fall of Traditional Models

Apple’s decision to launch a new streaming service called Apple Music reflects how much the music industry has evolved over the past decade. A decade ago, it was assumed that people would build collections of digital music, similar to how they once collected vinyl records and CDs. Apple was at the forefront of this change, with Steve Jobs convincing record labels to sell songs for just 99 cents.

However, it became clear that this way of thinking was incorrect. Customers don’t want to buy music or build collections. Smartphones offer something better: services that allow unlimited streaming of millions of songs. These services are making traditional music ownership obsolete. Artists who lack this knowledge may still believe they can make millions through record sales.

In Zimbabwe, the three main record companies—Gramma, Zimbabwe Music Corporation, and Record & Tape Production—closed down a few years ago due to declining business. Other factors included the rise of independent record labels and piracy. However, the real reason was economic hardship. Many people could no longer afford to buy music given their other financial commitments.

The Future of Music in Zimbabwe

A decade ago, the iPod and iTunes seemed like the future. But it's now clear that they were just a transitional phase between physical formats of the 20th century and the streaming services that will dominate the future.

As recently as 2012, analysts predicted that paid music downloads would continue to grow, albeit slowly. But this didn't happen. In 2014, revenues from music streaming services surged, while paid song downloads in the US fell by 12%. Globally, downloads declined by 8% in 2014.

Digital downloads appear to be following the same trajectory as CDs, but with a 15-year lag. We still see a few vendors selling CDs in the streets of Harare, but one vendor I interviewed said he is lucky to take home $5 in a day. It's no longer worth it.

According to a chart from CNN, sales of CDs peaked around the turn of the century and have been steadily declining since then. Paid digital downloads soared in the decade after the iTunes Music Store was introduced in 2003, but they’ve now leveled off.

Despite the bleak outlook for those hoping to build careers in music, the only way forward, especially in countries with small populations or those facing economic hardships, is to focus on live performances and generate income from concerts.

So don’t ask me why people are still playing the same old tunes this Christmas.