Kenya: Mdundo and Safaricom launch DJ mixes subscription service

19 Dec 2023 - 16:46

African music service Mdundo and Kenyan telco Safaricom have unveiled a new subscription service that will enable Kenyans to enjoy their favourite DJ mixes at Ksh5 (about $0.032) per day.

Safaricom head of digital services Pauline Kieleko and Mdundo CEO Martin Neilsen during the launch of the service in Nairobi.

The service, which is exclusive to Safaricom customers, seeks to increase access to music content – in an affordable and convenient way.

“Collaborating with Safaricom to introduce our subscription plan is a partnership that reinforces our commitment to enriching lives through music,” Mdundo CEO Martin Neilsen said. “Together, we are unlocking amazing benefits for music and DJ mixes enthusiasts. Our collaboration with Safaricom not only enhances the user experience but also underscores our shared vision of making music an integral part of everyday life.”

With a strong user growth of 29 million monthly active users (MAUs) in September 2023, up from 21.5 million in September 2022, representing a 36% growth, Neilsen says Mdundo’s focus remains to deliver a locally relevant service and content for the 613 million mobile subscribers in Africa expected by 2025.

“Our goal is to provide Kenyans freedom, choice and control over the content they consume, and we are delighted to embark on this journey with Mdundo,” Safaricom chief consumer business officer Fawzia Ali said. “This is a collaboration that shows our commitment to enhancing the digital music landscape and empowering our customers to enjoy their favourite music with ease and convenience”

One of the standout features of the subscription service is the ability to download an unlimited number of mixes daily from your favourite DJs. With a few clicks, customers can easily create their own music library and have their favourite mixes ready to be enjoyed at any time, even when they are offline. From the hottest club bangers to soothing chill-out sessions, there is a selection of fresh DJ mixes daily for every mood, enabling users to keep their playlists exciting and diverse.

Through this service, customers can also explore the vibrant world of emerging artists in Kenya and across the globe by accessing a vast catalogue of songs from local dialects and other emerging artists in the continent.

Safaricom, through in-house propositions such as Baze and Skiza, and partnerships with industry leaders including Mdundo, remains committed to growing Kenya’s creative and music industry.