MTN Nigeria, a leading telecommunications company, has unveiled ambitious plans to transform digital music distribution, artist monetisation, and collaboration within the Nigerian music industry.
During the recent MTN Music Workshop, titled “Reverberation: The Blueprint for Africa’s Digital Audio Future,” held at the MTN Event Centre in Falomo, Lagos, the company set forth a new initiative aimed at fostering a creator-centric environment characterised by collaboration, transparency, and enhanced opportunities for industry stakeholders.
Bugwu Aneto-Okeke, CEO of MAD Solutions, emphasised the need for Africa to establish its own music infrastructure, reducing reliance on international streaming platforms that often extract value without reinvesting in local talent. He pointed out the significant disparity in streaming revenue, noting that a million plays in Nigeria yields around US$300, compared to US$5,000 in the United States.
“This disparity poses a major hurdle for our industry that we are capable of overcoming,” Aneto-Okeke asserted, assuring that MTN has developed solutions to address this issue. He stressed that the global success of African music should be mirrored in the revenue generated on the continent.
Funsho Finnih, General Manager of Business Growth at MTN Nigeria, acknowledged past missteps in which the interests of artists and stakeholders were overlooked, despite the success of services like Caller Tunes. “We didn’t perform poorly, but we made significant errors by not including the industry in our plans,” he acknowledged.
Finnih stated that MTN’s new strategy would revolve around artists, ensuring transparency, providing audience insights, and creating better monetisation opportunities. “The artist is our primary focus. Without them, our industry diminishes,” he emphasised.
He revealed that the forthcoming platform would empower artists with access to audience data, revenue transparency, merchandise opportunities, support for live performances, and advertising potential. “We aim to elevate the Nigerian market to global standards in terms of monetisation, insights, and intelligence,” he added.
A’isha Mumuni, Chief Digital Officer at MTN Nigeria, recognised the company’s past shortcomings in music distribution and expressed a commitment to engaging with creators in a new way. “Having been in the music industry since 2006, we learned from our mistakes. In light of the explosion of Nigerian talent, we are eager to re-enter the space, but with a fresh approach focused on creators rather than just consumers,” she noted.
Mumuni mentioned that the workshop’s intimate setting was designed to facilitate genuine dialogue among stakeholders about the platform’s future.
Karl Toriola, MTN Nigeria’s CEO, described Nigerian music as a powerful global cultural force influencing identity, fashion, language, and business beyond its borders. “Nigerian music is no longer just emerging; it’s a global phenomenon that shapes culture and commerce on a worldwide scale,” he stated.
Toriola emphasised that the future of music distribution would hinge on trust, transparency, and equitable partnerships.
