Rédaction Africa Links 24 with Music In Africa
Published on 2024-02-01 10:32:45
Led by Martin Møller Nielsen, Mdundo is a music platform that prides itself on its extensive catalogue of nearly 500,000 African releases and its commitment to inclusivity in music access across the continent. The company has prioritized providing a locally relevant music service in Africa, recognizing the diverse musical heritage and the importance of representing the different cultures and languages found across the region. This dedication has contributed to the platform’s growth in Nigeria, particularly among the Hausa tribe, the largest ethnic group in Africa with an estimated population of 74 million people, primarily based in Nigeria and neighboring countries.
Nielsen emphasized the significance of vernacular music in driving Mdundo’s success in Nigeria, citing the widespread popularity of Hausa music on the platform. This popularity reflects the global appeal of people enjoying music in their native languages, resonating with the diverse linguistic landscape of Africa, which is home to more than 3,000 languages.
As mobile phone usage continues to soar in sub-Saharan Africa, Mdundo is poised to capitalize on the projected increase in mobile service subscribers, with an estimated 615 million subscribers expected by 2025, compared to approximately 500 million in 2020. This expansion aligns with Mdundo’s dedication to amplifying African music and promoting hyperlocal content across the continent.
Sowari Akosionu, Mdundo’s head of marketing and partnerships for Africa, highlighted the platform’s commitment to celebrating the diverse musical heritage of the region by offering a rich collection of Hausa-language songs, curated playlists, DJ mixes, and podcasts. Mdundo’s focus on key markets in Africa, specifically Nigeria, Ghana, Kenya, Tanzania, and South Africa, reflects the company’s strategic approach to catering to the musical preferences of a significant portion of Africa’s population, totaling 35% of sub-Saharan Africa.
As of June 2023, these key markets contributed 15 million to Mdundo’s 26.6 million monthly active users. Looking ahead, the company anticipates reaching 613 million mobile subscribers in Africa by 2025, underscoring its position as a prominent platform for African music across the continent.
In line with its expansion efforts, Mdundo recently appointed music licensing expert Daniel Ahenkorah as the country manager for Ghana. This strategic move aims to strengthen the platform’s presence in the West African country by leveraging Ahenkorah’s expertise to facilitate collaborations and forge content partnerships.
Mdundo’s ongoing commitment to promoting African music, fostering hyperlocal content, and embracing the diverse musical traditions of the continent underscores its position as a leading platform for music discovery and access in Africa. With its extensive catalog, inclusive approach, and strategic partnerships, Mdundo is well-positioned to continue its growth and impact across the continent’s dynamic music landscape.
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