Mdundo has today announced the launch of a Ksh 5 daily subscription option exclusively available to Safaricom subscribers. Mdundo started operations back in 2012. It has steadily expanded and now boasts over 29 million monthly active users as of September 2023. The platform currently has over 58,000 artists from Kenya.
The introduction of the Ksh 5 daily subscription service is geared towards enhancing the monetization of music for artists, according to Mdundo. The company, which currently pays over Ksh 200 million in royalties annually to artists. It anticipates that this figure will increase with the introduction of the new subscription service.
Subscribers gain access to the entire music catalog. The service has a particular emphasis on DJ mixes as a unique offering to attract customers. Mdundo aims to distinguish itself by providing DJ mixes, a feature not commonly associated with most music streaming platforms.
Ensuring Consistent Income for Artists
Mdundo asserts that this subscription service will provide artists with a reliable income stream. The music industry in Kenya faces challenges, with factors such as illegal downloads and a reluctance among listeners to spend money on music. While the Ksh 200 million in annual royalties is substantial, most artists do not earn enough through this avenue. This mirrors a common issue across many music streaming platforms, where a significant portion of earnings tends to be among top artists.
Mdundo emphasises its accessibility, ensuring its service is available across all devices, from entry-level to flagship phones. The platform also focuses on curating relevant local content. This includes vernacular languages, to appeal to a broader user base in the countries it operates, such as Kenya.
Martin Neilsen, CEO of Mdundo, expressed, “Collaborating with Safaricom to introduce our subscription plan is a partnership that reinforces our commitment to enriching lives through music. Together, we are unlocking amazing benefits for music and DJ Mixes enthusiasts.”
Kenya Remains a Crucial Market
Mdundo has disclosed that some of its top markets include Kenya, Tanzania, Nigeria, Ghana, and South Africa. Despite Kenya’s comparatively smaller population in comparison to countries like Nigeria, Mdundo emphasizes the significance of the Kenyan market. Martin Neilsen notes that 35% of the music consumed and royalties generated go to Kenyan artists.
Fawzia Ali, Chief Consumer Business Officer at Safaricom PLC, expressed, “Our goal is to provide Kenyans freedom, choice, and control over the content they consume, and we are delighted to embark on this journey with Mdundo. This collaboration underscores our commitment to enhancing the digital music landscape and empowering our customers to enjoy their favorite music with ease and convenience.”
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