Warner Music Group has signed a licensing deal with African music service
Mdundo to stream its catalog to Mdundo’s nearly 2 million monthly active users. The new deal delivers WMG’s catalog and new releases to Mdundo’s entire user base.
According to Martin Nielsen, “There’s a huge demand among African music fans for international, as well as local, repertoire. This deal makes our service more attractive and that will benefit our users, our African musicians and our commercial partners.”
Mdundo is live in Kenya, Tanzania, Uganda and Nigeria and the deal will bring Warner Music to African markets as well as give Mdundo a footing in the global market.With 10 million app downloads and 40,000 African artists, Mdundo is a hybrid download/streaming company, with both ad-supported and paid streaming tiers. Warner Group works with major label deals such as Universal Music, Sony Music Group among others and these is a welcome move for Mdundo users in Africa.
Music is huge in some markets in Africa but smartphones and apps are not very popular due to costs. These might be the reason why after five years, Mdundo just has 2m MAUs.
However, growing to that level without much marketing shows Mdundo could grow way faster and bigger in the next few years as data and smartphone costs are projected to fall.
Various telcos are also working with platforms like Mdundo to have their apps preloaded on smartphones directly from manufacturers. These might be Mdundo’s road to stardom.
Warner Music Group (WMG) also partnered with Anghami, a streaming service in the Middle East and North Africa. The new direct licensing deal also brings WMG’s vast catalog of music to the region extending WMG’s reach further to Algeria, Morocco and Tunisia.
Anghami offers on demand music and video through either an ad-supported or paid subscription service to more than 50 million users. The new deal delivers WMG’s catalog and new releases to Anghami’s entire user base.
“In order to create global opportunities for artists, it’s imperative that we have a strong network of local partnerships around the world,” said Ole Obermann, Chief Digital Officer, Warner Music Group. “We’re seeing a huge demand for music streaming in the Middle East and North Africa, and Anghami has a beautiful product that super-serves its users there with both local and international music and videos. I’m looking forward to working with Eddy and his team to break artists across the region.