While on attachment at online streaming platform Diesel, the struggles African artistes faced to get their projects online did not escape Céaser Nziza.

“One required a Europe-based agent to get access to the platform, which wasn’t easy,” he says.

It was then that the seed for the formation of Nilekast was sowed. Come 2014, and with a six-man team, Nziza formed Nilekast, which now holds 15,000 songs, by over far 6,000 African artistes, among them 50 Rwandan musicians.

“In Kenya and Uganda, we have so far partnered with a few established management labels, through which we have received content,” explains Nziza.

Nilekast has so far convinced two global online platforms like Warner Music Group and Universal Music into partnership, availing Nilekast with rights to African music by artistes they have marketed.

"These platforms have a lot of artistes, but with very few African acts. In joining hands, we help these established platforms recognise and source for African content from a single platform,” adds Nziza.

Though other online markets charge a fee of $20-$30 (Rfw17,600 to Rwf26,400), registration at Nilekast is still free for not many artistes are aware of its services.

With Nilekast, an artiste can upload their works, update their profiles, access their sales information and know how much they hold in their account.

For close payment verification, the concerned artiste is contacted through a live Skype call, where proof is guaranteed before them receiving the money from Nilekast. This further helps to avoid fraud by some persons who might sign up an account for an artiste, without their notice.

Nziza says the platform also holds some song projects by some Rwandan artistes who haven’t yet registered. Sales made from such artistes’ music stays under their name to be claimed when the artistes register.

Payment challenges

Though the platform is set for use and it is already operational, Nziza’s headache is with the absence of a smooth online payment systems.

“Credit card payment system isn’t yet democratized entirely in Rwanda, which lengthens the channels through which payments are done,” he explains.

Nziza affirms that acquiring of API Payment Services from Rwanda financial institutions will ease payment.

In Europe and other western countries, the presence of specific software, which verify licensed online market platforms to further access new products from artistes eases the process.

In Africa, enforcing an active copyright law will ease digital sales of artistic acts. To enhance this, the Rwandan government, through Ministry of Trade and Industry (MINICOM) and Rwanda Society of Authors Union (RSAU) needs to further acquire and install a specific software to monitor distribution and access of artistes’ acts over various local and foreign media and market platforms according to Nziza.

The same system will be a key centre for various media platforms, including radio, television and clubs can source content from, hence further easing access to contents.

Nilekast’s future plans include setting up offices in Kigali to further sensitize African artistes throughout the region besides venturing into professional audio and video production.

According to Nziza, offices in Kigali will ease lobbying and partnering with companies so as to sustain this platform.

In December, Nilekast will introduce Kheeops, a platform to offer video streaming services, thereby market films.

“We are also to introduce book sales platforms too, since there is demand too,” Nziza adds.

“African music is turning into a big thing with global management labels signing African talents. Now that the Intellectual Property policy is in place, artistes need to acquaint themselves with how to benefit from this modern era,” explains Jacque Murigande, a musician and director of Nyundo School of Music.

With streaming, advertisements are featured too. Nilekast has so far attracted RwandAir, Irembo, Safe gas and Airtel.

“Advertisement fees from the streaming services are to be paid to Rwanda Society of Authors Union,” explains Mr Nziza.

Later this month, Nilekast is to launch its mobile app to ease its operations too.