Abstract

In this study, we investigated the perception of a musician who sells his music on a digital platform in Ghana. We specifically examined the motivations for choosing that digital platform, the benefits being derived, and what could make him stop using that platform. We adopted a qualitative research approach and conducted in-depth interviews with the musician, and the owner of our target digital platform, Aftown.com. We found that the digital platform extends a musician’s reach to an audience beyond her geographical boundary, generates increased sales, and removes intermediaries between her and the customer. Digital platforms, especially a local one also helps overcome digital payment constraints because it is equipped with solutions like mobile money that enables local purchases, and not restricted to just popular international payment systems. The originality of this study lies in the fact that, it is one of the few scholarly investigations focusing on digital platforms from of a sub-Saharan country perspective.

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