Mdundo partners with MTN Nigeria

The arrangement will bring Mdundo’s catalogue of more than 2 million songs, as well as exclusively curated music playlists, to over 100 million mobile customers in Nigeria.

The deal with MTN Nigeria comes after a similar agreement with Vodacom Tanzania in May, and is in line with Mdundo’s plans to galvanise telco partnerships as a core monetisation strategy, which is expected to account for 40% of the company’s revenue in the coming years.

Mdundo operates in 15 African countries including Kenya, Tanzania, Uganda, Zambia, Nigeria and Ghana, and has plans of expanding to 21 countries by next year.

The music service was listed on the Danish stock exchange in September 2020, and boasts more than 8.7 million monthly active users. It also works directly with 100 000 African artists.

With operations in 16 African markets, MTN has amassed more than 200 million mobile subscribers across the continent.

“Nigeria is a key market for us and with this partnership Mdundo will be available to over 110 million customers across Nigeria covering a significant share of all mobile subscribers in Nigeria,” Mdundo head of telco partnerships Patrick Sambao said. “MTN is a strong player with a forward-thinking partnership approach and a strong vested interest in the Nigerian music industry, making them great partners.”

MTN Nigeria’s chief digital officer, Srinivas Rao, said: “We are excited about this partnership as we continue to seek opportunities to provide superior service to our customers. Nigerians love music and we believe this partnership will strengthen our capability to meet our subscribers’ needs by offering another platform for music consumption.”