For the first time, rap “dominates international sales”, says the National Music Center. While electro is marked by a downward trend.
The number of certified titles and albums, that is to say exceeding 50,000 sales abroad, totally sung in French increased by 14% between 2021 and 2022, reveals Wednesday, May 10 the National Music Center ( CNM). In a press release, the CNM is pleased that “the French language [soit] no longer a barrier to export”. He thus observes that the French language is present in “68% of new products certified” abroad.
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Among the French-speaking artists who exported the best last year, we find Aya Nakamura, Angèle and Stromae. The National Music Center also counts 326 certified titles and albums made by French speakers, but not necessarily sung in French. This number of certifications abroad increased by 38% in 2022 compared to 2021. For the first time rap “dominates international sales”, says the National Music Center. This musical genre represents 38% of new releases certified abroad in 2022. This increase is driven in particular by French-speaking artists such as Gazo, Ninho, Damso, Niska and Orelsan.
Video, an “essential tool” for exporting
Electro is marked by a downward trend, even if “the performances of artists of this genre remain among the most impressive and the most international”, says the National Music Center. The most popular French-speaking electro artists abroad include Ofenbach, Antoine Chambe, Petit Biscuit and Kungs. If the export of French music is doing well, it is partly thanks to digital, “Central in international development strategies”.
Export certifications make it possible to identify the territories accumulating the most streams: Germany 10.6%, United States 10.2%, China 9.9%, Belgium 5.4%, Netherlands 4.8%, the other territories represent 8.6% pic.twitter.com/sZgsCEXA5A
– National Center for Music (@le_CNM) May 10, 2023
The video format has become a communication tool “indispensable, an additional way for each artist to promote his music across borders”, explains the National Music Center. The CNM adds that physical sales also support the export of French-language music. The National Center for Music, for example, refers to Christophe Mae as “one of the rare French artists who achieves more physical than digital export sales”.
Finally, the National Music Center notes that “live music resumes its role as a catalyst for export success with major tours and a reinforced French presence at major international festivals”. He cites in particular the “two tours in North America by the duo Polo & Pan which will continue in 2023 with a tour in Latin America”.