Kenya’s Mdundo, a leading African music streaming and download service, has recently surpassed 36 million monthly active users (MAUs). In its ongoing quest to expand its influence across Africa, Mdundo is now focusing on hyperlocal markets, aiming to deliver tailored content that resonates with specific regions. This strategic move is set to amplify the platform’s impact, benefiting both artists and advertisers by offering more localized, relevant experiences.
Rising to the Top of Africa’s Music Scene
Since its launch in Kenya in 2013, Mdundo has become one of Africa’s premier music services, offering accessible and legal music streaming and downloads. A major milestone in its growth came in 2020 when the company went public, listing on the Nasdaq First North Growth Market Denmark. Following its IPO, the platform saw a significant surge in user engagement, with 30.8 million MAUs by that year, enjoying music from over 172,000 content creators.
Since then, Mdundo’s user base has grown to over 36 million, driven by its commitment to regionalized content. The platform curates music tailored to specific areas, such as Kalenjin and Kamba music in Kenya and Western Uganda, Singeli in Tanzania, and Hausa in Nigeria.
Localized Content Strategy Benefits Artists and Advertisers
Mdundo’s hyperlocal strategy is designed to engage audiences on a deeper level by showcasing genres unique to their regions. This approach not only makes the platform more appealing to local users but also boosts visibility and revenue opportunities for artists specializing in these genres. By focusing on hyperlocal content, Mdundo is enhancing the platform’s value to advertisers, providing them with more targeted and effective ways to reach their audiences.
Artist Royalties Set to Surpass $1 Million by 2025
Looking ahead, Mdundo forecasts distributing between US$1.1 million and US$1.3 million in artist royalties by 2025. This projection underscores the platform’s commitment to fairly compensating artists and ensuring that their creative work leads to financial rewards.
Martin Nielsen, CEO of Mdundo, emphasized the company’s dedication to creating meaningful and sustainable earnings for artists, contributing to the growth of both individual musicians and the wider African music industry.
By localizing its content and expanding its market reach, Mdundo is well-positioned to continue its upward trajectory, shaping the future of music streaming in Africa while empowering the artists who drive its success.
Source: InnovationVillage