This Telegram Bot is Bringing Back Album Sales

A local music distribution company has introduced a Telegram-based platform for selling audio content by Ethiopian artists. Developed by Online Communications, the bot, dubbed Kaset, enables fans to purchase albums directly from artists at predetermined prices, allowing for a more direct connection between the creators and their audience.

Nahom Belay, CEO and founder of the company says the typical method of selling artist content has largely limited the amount of revenue that can be generated. He expects allowing fans to directly buy albums of their favorite artists to increase engagement and sales.

“This will significantly increase revenue,” Nahom told Shega.

The bot launched at the Sheraton Addis Hotel last Monday does not permit the transfer of purchased files between individuals who have not paid for the product. While customers can make payments for the products through Telebirr and MPesa, they can’t download, or screen record the files. However, they can play the songs offline.

The days of selling albums in Ethiopia have long passed, with artists typically sharing their work on YouTube and streaming platforms. Kaset aims to revive this tradition with a more digitally enhanced approach to music consumption.

According to the developers, Kaset differs from existing streaming platforms in Ethiopia as the latter operate on a subscription-based model. Meanwhile, at Kaset, listeners directly purchase the artist’s album. Prices start at 100 birr, and the platform takes a 30% commission from sales.

In addition, the meager amount of revenue historically accrued through YouTube for countries like Ethiopia, which generate small amounts in terms of ads, was one of the motivating factors for the development of the bot.

Currently, five artists are selling their work on the bot, including Skat Nati, Gutu Abera, and Wendi Mak.

Yohanna Ashenafi, a reggae artist known by his first name, welcomed the emergence of the platform as crucial to creating a stable revenue source for artists.

“It allows fans to pay a tribute to their favorite artists,” he told Shega.

Online Communications is the Ethiopian agent of the US-based Zojack Worldwide, which primarily functions as a digital music distribution platform through nearly 150 applications, ensuring that copyright infringements are prevented.

While the digital age has ushered a radical transformation in how music and overall media content is purchased, distributed, and consumed, it has also complicated the implementation of intellectual property rights.

However, Kaset is not just restricted to music, as it allows the sale of audiobooks, poetry, gospel, and just about every form of content consumed through the ears.

Nahom referred to the preorder feature, which allows fans to buy an album before its release date, as crucial in creating engagement and increasing sales in the first week of release.

Jemberu Demeke, an upcoming artist who has received significant critical acclaim for his unique take on the hip-hop genre in recent years, expressed excitement over the prospects of the new bot to Shega. The artist, who released his debut album a few months ago, recognizes the potential for alternative sources of revenue for his work.

Last month, Ethio Telecom partnered with EagleLion to launch a streaming platform, TeleTV, featuring a new pay-per-view model. Users can watch movies for 100 birr per view