CONSUMPTION

Consumption (which is in essence demand) dictates the modes of production(which is in essence supply) in all spheres of the cultural industry. The Frankfurt school’s attribution of commercial significance to the pop music industry is equilateral to understanding this demand supply theory on which the pop music industry gravitates.

The factors influencing consumption of African popular music locally and in the Diaspora are at stake when it comes to decision-making at various levels of production and distribution of the music. The language choice or thematic selection for instance made by a given musician in composing the lyrics to the song is considered basing on the target audience (consumers of the song).

The radio stations to which this music is spiralled are picked according to the audience that those radio stations cater for and which should harmonise the audience the music is likely to appeal to. So is the arrangement of performance that the artist and his entourage prepare.

This intricate but interesting relationship between Production and Consumption is tackled in this section as well as the spectacular characteristics that consumption assumes such as the ability to depict forms of individual or collective identity.