A “Digital Footprint” is the information about a person or brand that exists on the internet as a result of their online activity.
To explain the situation in Zambia I’m going to use a prominent public figure: Dandy Krazy. I’d like to believe most Zambians know who Dandy is. Either for his music or his comical videos that usually go viral.
When you try to search for Dandy Krazy on either Facebook, Instagram or Twitter you will find no concrete page representing him. And the ones that exist don’t have that many followers or consistent content on them. In fact what usually happens is, whenever a Dandy Krazy video is trending, it almost never happens via his actual page but is posted by other people or platforms.
This is a major problem because: if an outsider, let’s say someone from Hollywood or Universal Music were looking for a Zambian act to engage for business & someone suggested Dandy, they would look at his social media, YouTube & official music streaming platform numbers.
To us Zambians Dandy is a household name, but to the international community, there’s nothing impressive to look at based on Dandy’s numbers. The numbers look like he’s not that big or known.
This same scenario is what’s been happening to every Zambian artist. We have big artists in Zambia who are huge on the ground but have no proper digital footprint. They don’t take their social media or streaming numbers seriously, so the international community thinks we have no serious brands for them to work with.
Other countries have upcoming artists with millions of followers. It doesn’t matter how good your music is. If you don’t take care of your social media and steaming numbers the international community won’t take you seriously. Even if your song is playing at every club, barbershop and event. To them only numbers matter & are used as a representation of your audience.
Start taking your social media & streaming numbers seriously. That’s what the outside world looks at. I had a conversation with an international distributor & they said from all the countries in Africa that they work with Zambia has the worst digital footprints. Let’s change that.