Nigeria's Premier Records partners with Mdundo

In operation for over six decades, the label, which started as Philips West African Records, has evolved through various name changes, including Phonogram Records and Polygram Records. It has been pivotal in the success of Nigerian music icons like Sir Victor Uwaifo, Cardinal Rex Jim Lawson, Celestine Ukwu, Gentleman Mike Ejeagha, and Chief Stephen Osita Osadebe.

The development was announced by the label’s CEO Michael Odiong, who also leads its subsidiary, Premier Music Publishing. He stated that the partnership is part of their ongoing efforts to offer an unmatched selection of African music.

“This strategic partnership enables us to provide our users with a rich catalogue of hyper-local and timeless tracks, including viral hits like Michael Ejeagha’s ‘Ka Esi Le Onye Isi Oche’, Sir Victor Uwaifo’s ‘Joromi’ and classics like Dr Victor Olaiya’s ‘Baby Mi Da’.

“By joining forces, Mdundo and Premier Record Limited are set to enhance the music experience for our listeners while still driving mutual growth and expanding our reach within the African music industry.”

For Premier Records, this deal builds on its April partnership with African music intelligence company Josplay, which grants Josplay users access to Premier Records’ extensive catalogue, including ’90s classics and contemporary music. The partnership also aims to foster creative projects such as remixes, samples, and artist collaborations.

In April, Mdundo, which recorded 34.5 million monthly active users in March 2024 – a 41% increase from the previous year – said it was on course to reach 50 million by 2025.

With a focus on key African markets like Nigeria, Ghana, Kenya, Tanzania, and South Africa, Mdundo is optimistic about reaching 613 million mobile subscribers across Africa by 2025. The company also recently launched MdundoHausa.com, catering exclusively to Hausa-language content for the 74 million Hausa people in northern Nigeria and neighbouring countries.