International telecommunications and media company Millicom recently launched Tigo Music in Tanzania, making it the first to launch a dedicated mobile streaming service in the East African country.
Tigo Music first came to Africa when it launched in Ghana in October 2014, following its debut in Latin America in 2013 where it is now offered in six countries and is the biggest music platform in Colombia. Through its partnership with Deezer, over seven million Tigo customers in Tanzania will be able to access 36 million tracks with a data package. Many of these will be by local artists and will be available also via the Tigo Music portal.
Music streaming is the fastest growing area for the global music industry and music content is already the second most popular mobile phone feature in sub-Saharan Africa. Millicom has also begun to source new and local content through a new venture with the digital music company, Africa Music Rights, which funds, acquires and manages music rights across the African continent.
On the first day of the service in Tanzania on 24 January, a music festival was held at Dar es Salaam’s Leaders Club with performances by 18 of the most popular local artists, including Diamond Platnumz, Ali Kiba, Professor Jay, Vanessa Mdee, Ben Pol, Isha Mashauzi, Christian Bella with Malaika Band, Khadija Kopa, Yamoto Band, Msondo, Sikinde and others.
Arthur Bastings, Millicom’s Executive Vice-President for Africa, said: “We are delighted to offer millions of Tigo customers such great entertainment through their mobile handsets. Music is everywhere in Africa, which is why we wanted to give people access to such variety whenever they want it. As data use continues to take off in Africa and mobile as the main means to get online, music will be a key part of our digital strategy.”