Mdundo expands portfolio with Hausa platform

Led by Martin Møller Nielsen, Mdundo boasts a catalogue featuring nearly 500 000 African releases and operates with a model emphasising inclusivity in music access across Africa.

According to the company, the development aligns with its commitment to providing a locally relevant music service on the continent. The Hausa tribe, with an estimated population of 74 million people, is the largest in Africa. It is primarily based in Nigeria and neighbouring countries.

“Hausa music has played a big role in Mdundo.com’s growth in Nigeria,” Nielsen said, highlighting the popularity of vernacular music across Africa, which is home to more than 3 000 languages, as well as the global appeal of people enjoying music in their native languages.

Nielsen added that the success of Mdundo in Nigeria was attributed, in part, to the widespread popularity of Hausa music on their service.

According to a 2023 GSMA report, the projected number of mobile service subscribers in sub-Saharan Africa is expected to reach 615 million by 2025, adding to the approximately 500 million subscribers recorded in 2020.

“This expansion underscores Mdundo.com’s unwavering commitment to amplifying African music and fostering hyperlocal content across the continent,” Mdundo head of marketing and partnerships for Africa, Sowari Akosionu, said. “With a rich collection of Hausa-language songs, curated playlists, DJ mixes, and podcasts, we’re celebrating the diverse musical heritage of the region.”

Nigeria is part of Mdundo’s focus on five key markets in Africa, along with Ghana, Kenya, Tanzania, and South Africa, representing a population of 422 million (around 35% of sub-Saharan Africa). As of June 2023, these markets contributed 15 million to Mdundo’s 26.6 million monthly active users. The company anticipates reaching 613 million mobile subscribers in Africa by 2025.

Last week, Mdundo announced music licensing expert Daniel Ahenkorah as country manager for Ghana as part of an overall strategy to bolster its presence in the West African country, utilising Ahenkorah’s expertise to facilitate collaborations and strengthen content partnerships.