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Kenya: Mdundo introduces premium service to improve local artists’ pay

Despite a growing appetite for homegrown music within the nation, many artists continue to struggle to receive adequate compensation for their creative endeavors.

Mdundo, the online music streaming platform, highlights a significant gap in the monetization of artists’ content. Urgent reforms are essential to bridge this divide and foster a sustainable music industry.

In addressing the concern, Mdundo in partnership with Safaricom have thus launched a subscription service that will see listeners access unlimited single music and Dj mixes of all genres at Sh5 a day.

“The service seeks to improve the monetization of music among artists and reshape user experiences,” said Martin Neilsen, CEO at Mdundo.

Exclusive to Safaricom customers, the platform offers a unique experience. Upon registration, users gain access to a vast array of benefits, including discovering new artists, enjoying unlimited music downloads, and accessing fresh DJ mixes. This approach aims to boost the royalties paid to artists, creating a more rewarding environment for their creative contributions.

Mdundo says it pays up to Sh200 million of royalties every year, with about 35 per cent of it going to the Kenyan artists.

Neilsen further noted that besides that service providing a consistent income stream, the partnership programme will also seek to support artists in their pursuit of sustainable music careers.

“A healthy financial pipeline allows artists to focus on creating more music and developing their talent,” he added.

During the launch event, Pauline Kieleko, Safaricom’s Head of Department for Digital Services, echoed the timeliness of this approach. She acknowledged that the surge in the number of individuals streaming and downloading music from online platforms is a direct result of the ongoing digital transformation, emphasizing the relevance of adapting strategies to meet evolving consumer behaviors.

Pauline Kieleko further highlighted the immense potential within digital music streaming platforms. With approximately 20 million active users going online daily in the country, the low average data consumption presents a substantial opportunity waiting to be harnessed. This underscores the untapped market that can be explored and developed to benefit both the industry and the growing number of users engaging with online content.

“The rising use of smartphones, internet penetration and increased premium products is driving the levels of music consumption in Kenya and Africa at large, hence its paramount we also look into the welfare of the artists to enhance more content creation,” Kieleko said.

source: the-star.co.ke

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