Boomplay launches Hausa language option

According to the company, the move forms part of an effort to broaden its footprint and connect with over 80 million Hausa speakers in West Africa, of which 50 million are in northern Nigeria.

The activation offers users a “seamless and culturally relevant experience, featuring Hausa-language content, curated playlists, podcasts, and user-friendly navigation,” according to a statement. Users can activate the Hausa language under their profile settings when they click on the language button.

“Introducing local languages, particularly Hausa, on Boomplay is well in line with our goal to expand to new and broader demographics and connect more music lovers to the content preferences they love,” Boomplay Nigeria manager Ibrahim Kadiri said.

“Language holds a sentimental and cultural value to people, and so by making our platform available in Hausa, we are not only acknowledging the linguistic diversity of our audience but also ensuring that our service is relevant and accessible to all. This development reflects our commitment to offering an enhanced music streaming experience and content to every part of the African music community.”

Boomplay, active in countries such as Kenya, Tanzania, Ghana, and Cameroon, has topped 300 million downloads, boasting partnerships with industry giants like Universal, Warner, Sony, and TikTok, while engaging with critical players in Africa’s music sector, from labels to telecommunications providers.

In January, rival African music service Mdundo launched MdundoHausa.com to promote hyperlocal content. The platform exclusively hosts Hausa-language songs, curated playlists, DJ mixes, and podcasts.

“Hausa music has played a big role in Mdundo.com’s growth in Nigeria,” CEO Martin Møller Nielsen said, pointing to the broad appeal of vernacular music across Africa, with more than 3 000 languages, and the global trend of listeners enjoying music in their native tongues. He noted that part of Mdundo’s success in Nigeria stemmed from the strong following Hausa music has on the platform.

“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.”