Online music distribution and piracy In Zimbabwe: a case of Jah Prayzah’s album Jerusarema on Jive Zimbabwe’s online music store

Abstract

Online music distribution is a new phenomenon in Zimbabwe which artists, distributors and consumers are yet to fully adopt. The Internet has provided a platform for distribution but unfortunately, it has provided space for sharing music illegally and the distribution of counterfeits is on the increase. The Internet has also altered the traditional way in which music was distributed. Record labels are slowly becoming irrelevant and online music distribution is slowly taking course. This research looks at online music distribution and piracy in Zimbabwe. The aim of this study is to look at the prospects of online music distribution in the age of piracy. Furthermore, this research explores how Jah Prayzah as an artist has benefited from the online music store in distributing his album Jerusarema on Jive Zimbabwe’s online music store and how, if in any way, the online music store has helped lower the rate of piracy. The shadow economy theory and the theory of competitive advantage were used to inform this study. The case study methodology was employed in this study, with the case being the album Jerusarema. Interviews with the proprietor of the online music store, Benjamin Nyandoro and Jah Prayzah the artist were conducted to collect data. The study found out that consumers and artists are still reluctant to use the online music store hence piracy remains rampant.