Since its entry into Nigeria a year ago, Spotify has constantly made more efforts to bring about a sustainable impact on the Nigerian Music Industry.
In 2021, Nigeria alongside 80 new International markets saw Spotify establish its branches in them, changing the way music was heard and distributed.
The West African country is a crucial market for Spotify, which is swiftly becoming Africa’s biggest music success story. Afrobeats is one of its biggest export and continues to draw attention and lovers from all around the world.
Spotify’s presence in Nigeria has seen Nigerians go on a discovery voyage of music, with local musicians finding a forum for their work, and Nigerians becoming more familiar with the platform and exploring more preferences in music.
Key tidbits about Nigerian music streaming and distribution
According to data released by Spotify, since market entry, the average number of artists streamed per user in Nigeria has increased by 60%, Nigerian music fans have created 1.3 million user-generated playlists, and 20,935 songs have been added to the Spotify platform by creators.
Nigeria is the country with the second-highest number of streams, behind Pakistan, with Kenya in third place.
Ckay, WizKid, Burna Boy, Tems, and Mr Eazi are among the top five exported local Nigerian musicians on Spotify.
Data also revealed that nine of Nigeria’s top ten exported songs are collaborations between local and foreign hitmakers, demonstrating that Nigerian music is gaining international recognition and popularity.
According to Spotify data on local genres exported around the world, 30 per cent of the Nigerian Alte genre is being streamed in the United States, with a year-over-year increase of more than 200 per cent.
Furthermore, over 40% of Nigerian Afropop is streamed in the United States, the United Kingdom, and France.
Through a totally personalised experience, the streaming app makes it easy to find new music and podcasts. For free or by upgrading to Spotify Premium, Spotify has unearthed, managed, and shared over 82 million tracks for listeners.
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How Spotify is Impacting and supporting the Nigerian Music Industry and its acts
Spotify has evolved beyond just being a music streaming platform for fans and also a marketing tool for Artists. The Streaming platform is designed to unleash human creativity and revolutionise the way the music industry interacts with fans.
Spotify uses a variety of tools to assist artists and their teams in getting the most out of the platform, including:
SPOTIFY FOR ARTISTS
Spotify for Artists is a free tool that assists artists and managers in establishing a presence on the platform as well as providing data on how their music is being consumed. The tool monitors music performance in real-time and helps artists to learn and analyse how fans discover and interact with their music, which is critical for improving merch sales.
Artists can get access to Spotify for Artists by visiting the website – https://artists.spotify.com/claim to set up and subsequently manage their profile.
EQUAL MUSIC PROGRAMME
Spotify announced the EQUAL centre in March 2021, which is the company’s most recent commitment to promoting gender equality in the music industry internationally.
With the launch of the EQUAL Global Music Program, Spotify has taken that promise a step further. African artists like Ayra Starr, Asa, FAVE, and DBN Gogo have already been named EQUAL artists.
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RADAR
The programme was created in March 2020 to provide upcoming musicians with the opportunity to receive promotional support from established artists, both on and off the Spotify platform.
This includes giving artists the tools and resources they need to advance their careers, as well as access to critical marketing possibilities.
The RADAR: Africa playlist features music from up-and-coming African musicians as well as their most recent releases. It acts as a content hub for must-hear music and artists from the African continent and the African diaspora across a variety of genres.
AFRICAN HEAT PLAYLISTS
One of the brand’s main curated playlists dedicated to promoting African creators is the African Heat playlist. The African Heat playlist is still being used by Spotify to increase creator exposure and discoverability on a worldwide level, both on and off platforms.
FRESH FINDS AFRICA
Fresh Finds Africa is a new programme for independent musicians that aims to highlight and develop upcoming independent artists from throughout the continent.
The program’s purpose is to strengthen Spotify’s dedication to independent musicians by assisting them in learning, collaborating, and growing through Spotify’s hands-on marketing and educational approach.
The program is positioned as a go-to editorial launchpad for up-and-coming musicians, as well as fans eager to learn more about them and industry tastemakers searching for the next big thing.