French music, a product that exports well

Aya Nakamura at the NRJ Music Awards in Cannes, November 18, 2022.

The hits of Aya Nakamura, the most listened to artist in France, are also appealing internationally. This is what emerges from the study carried out, in partnership with the Syndicat national de l’édition phonographique (SNEP), by the National Music Center (CNM) and published in early May on the most exported French-speaking artists. abroad in 2022. Like the composer of DjadjaFrench music appeals far from its borders: 326 works were exported in 2022, an increase of 38% compared to 2021.

Rap stands out as the best-selling musical genre: it represents 38% of exports from the new certifications established by the CNM. An increase of 5% compared to 2021, when it represented 33%. Among its figureheads: Gazo, Ninho, Damso, Niska and Orelsan.

Under-representation of women

Behind the vitality of the French export scene, points of difficulty remain for women, who remain largely under-represented: only 8% of new certifications are made by female artists. Aya Nakamura, Angèle and Nej share this small share. Jean-Philippe Thiellay, president of the CNM, regrets that this under-representation results from choices on the part of players in the music industry: “Unfortunately, fewer strategies and fewer investments are given to women. »

The abolition of borders, made possible by the advent of streaming, has contributed to the rise of the French scene abroad, coupled with the development of the video format. While it is difficult to measure the impact of TikTok on the dynamism of French exports, it remains possible to establish a link between the success of certain titles and the visibility offered to them by the video sharing application. By being associated with a trends (trend), the title of Manu Chao You taste me has thus experienced a resurgence in visibility thanks to the videos that use it on TikTok.

In addition, the CNM has mapped the territories where French music is the most listened to. Germany has the most streams of French tracks. According to Florian Abessira, co-director of the international department of Universal Music France, the attraction of French music in Germany is explained by “the fact that French artists move there”. Two other countries complete this ranking: the United States and China.

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