Universal Music inks deal with Nigerian streaming service

The latter establishment will distribute music from Universal, which, last year, set up a branch in Nigeria.

Some of the music now available to uduX users courtesy of the new deal include songs by Mafikizolo, Brenda Fassie, Tekno, Eminem, Bob Marley, J Cole, Dr Tumi, Nasty C, Hugh Masekela, Post Malone, Maroon 5, Nicki Minaj, AKA, Cina, TJAN, Mr Eazi, Lil Wayne and Jah Prayzah.

“We have created a new platform to bring value to the music ecosystem both here in Nigeria and the wider world at large," said Chidi Okeke, CEO of Groove Platforms, the company responsible for creating uduX.

"UduX music is excited to be working with Universal Music Group to help shape the future of digital music consumption in Africa and provide Nigerian music fans with access to their favorite artists from around the world."

Okeke, a telecoms value-added service entrepreneur who has operated in Ivory Coast, Ghana and Nigeria, announced the launch of uduX in February. The platform, he said, would promote local music content and compete internationally.

As it stands, uduX is only accessible through Habari, an app focused on shopping, music and lifestyle. Habari was founded last year by Nigerian financial services provider Guaranty Trust Bank. Okeke has said uduX will exist outside of Habari in the near future.

“This partnership extends our reach and makes our artists’ music even more accessible to Nigerian music lovers,” Universal Music Nigeria head Ezegozie Eze Jr said.

"We are delighted to be the first global music company to partner with uduX and look forward to bringing the extraordinary creativity of our artists to as many Nigerian users as possible.”

While this is the first time Universal Music has agreed to a deal with a specifically Nigerian streaming service, it has partnered with a streaming service looking at Nigeria as a major market. Last year, Universal Music agreed to a partnership with Boomplay, the Chinese investor-backed streaming platform available in several African countries, including Nigeria.