Mdundo expands in Africa’s hyperlocal markets, projects $1m+ in 2025 royalties

Mdundo’s hyperlocal strategy involves curating music content tailored to specific regions, enhancing its appeal to local audiences. For example, the platform has spotlighted Kalenjin and Kamba music in Kenya, Western Uganda’s unique sounds, Singeli in Tanzania, and Hausa content in Nigeria. This localised approach not only strengthens the platform’s connection to diverse communities but also significantly boosts the visibility and earnings potential for artists creating in these genres.

“Our mission is to provide a sustainable platform that enables artists to earn consistent and meaningful income, helping them grow while fostering the broader development of Africa’s music industry,” Mdundo CEO Martin Nielsen said.

The company’s shift toward hyperlocal content is part of its broader mission to deepen its connection with African audiences while providing artists new opportunities to reach listeners and generate revenue. For advertisers, Mdundo’s approach adds value by offering targeted reach within these communities, making it an attractive platform for local and global brands alike.

Partnerships with prominent music distributors and labels, including Africori, Mavin Records, Universal Music Group, Warner Music, Slide Digital, and Content Connect Africa bolster Mdundo’s success. These collaborations ensure that both established and emerging artists have access to a diverse music catalogue and can effectively monetise their work. Since its launch, Mdundo has paid royalties to over 156 000 artists, with each pay-out cycle reflecting growth in the number of beneficiaries.

Looking to the future, Mdundo is projecting royalties pay-outs of between $1.1 million and $1.3 million in 2025, emphasising its role in ensuring that African artists are fairly compensated for their creative output.

Through its hyperlocal focus on underserved markets, Mdundo says it is creating fresh opportunities for artists and advertisers. Combined with a user-centric platform, advanced marketing solutions, and strong distribution channels, Mdundo is establishing itself as a major force in promoting financial independence within Africa’s music sector. As it scales up, the company is set to offer even more resources to help artists monetise their music and connect with broader audiences.

About Mdundo

Mdundo is Africa’s premier music distribution platform, revolutionising the industry by helping artists distribute, promote, and monetise their music. With a rapidly growing user base of 36 million MAU and a presence in multiple African countries, Mdundo is at the forefront of the digital music revolution across the continent.