Showbiz
More than a Music Streaming Service – Why You Should Allocate Media Spend To Spotify

By Carla Harrison
If I were to pick up your phone right now, there’s a very good chance that I’d find Spotify among your apps. It is, after all, the world’s most popular music streaming service, with 433 million users (188 million of whom are paid subscribers) in 183 countries. Since its launch in 2008, it’s transformed the way the world listens to music and helps launch the careers of artists around the world.
And if you use Spotify, you’re probably also aware that it’s expanded from just music streaming into podcasting, with some 4 million podcast titles joining its library of 82 million songs. But did you know that it’s also a powerful advertising platform with a growing focus on the African continent?
Any brand that’s serious about expansion, particularly in high-growth markets such as Nigeria, simply cannot afford to ignore it.
The pros of radio, plus more
In order to understand what makes Spotify such an appealing platform for advertisers, it’s worth first reminding ourselves of the strengths offered by traditional radio. In general, for example, radio ads are more cost-effective than other forms. You can also get away with increased frequency, meaning that your message is more likely to stick.
Spotify offers all the benefits of radio advertising plus more. With growing numbers of people listening to digital audio streaming every day, you’re guaranteed an active and engaged audience. At the same time, you’re also reaching them while they listen to what they love. And because Spotify’s targeting options are so advanced, your brand can reach specific people based on age, gender, music genre, and playlist. Unlike radio, Spotify guarantees 100% completed listens in its reporting. It can also provide metrics around which type of audience engaged with your ad and a companion banner which allows users to click through to a webpage.
The streaming service is an innovator in the advertising space too. Its 3D audio feature, for instance, allows brands to provide premium quality advertising through an immersive, dynamic, and sensory audio experience. As a result, listeners don’t just hear an ad; they feel it.
But Spotify offers more than just audio ads. It also allows brands to reinforce their messages with high-impact display and video ad formats. Spotify video ads are actually the best performing in the industry, as they had to be built for viewability. The ads are 100% viewable and 100% audible, and Spotify only charges for 100% completion.
Making an impact in Africa
It’s also worth pointing out that Spotify is seeing significant levels of growth across Africa. While the streaming service has been available in South Africa since 2018, its real expansion into Africa only came in early 2021, when it launched in an additional 40 countries.
But just a year after launching in Nigeria, the number of artists streamed per user had grown by 60%, and Nigerian music fans had created 1.3 million user-generated playlists. Additionally, nearly 21 000 songs had been added to the platform, placing Nigeria as the country with the second most streams after Pakistan in the new markets, with Kenya third in the ranking.
That growth isn’t likely to slow down anytime soon, either. According to Statista, music streaming revenues in Nigeria are expected to show an annual growth rate of 12.61% between 2022 and 2027. It’s also worth noting that penetration in the overall streaming market currently sits at just 4.1%. With an additional 35 million Nigerians set to come online by 2026 (all of whom will be hungry for the consumer experiences that come with affordable and ubiquitous access), Spotify looks primed for significant growth.
That comes with obvious growth benefits for advertisers, especially when you factor in that 39.6% of music streaming users are in the medium-income group. As Nigeria’s economy continues to grow, that income group will become larger and more valuable.
Partnering with the experts
Brands looking to utilise Spotify as a marketing platform don’t have to go in blind, either. By working with experts that have specialist teams, they can get the most out of their campaigns. The right partners will also offer advertisers price transparency, ensuring that they get advertising on the platform at the most affordable rates.
In doing so, they can ensure that they always reach the right audiences at the right time with the right message. Moreover, with Spotify, they’re reaching people during the moments they love. And that’s always incredibly valuable for any marketer. Small wonder then, that Spotify is seen as the most trusted ad platform among consumers. Factor in the brand safety it offers, and you have a winning combination.
A culmination of factors
Ultimately then, Spotify represents the culmination of a number of factors that should be of interest to anyone with a media budget that needs to be spent. And as Africa, and Nigeria in particular, that combination of engaged, active audiences, the ability to target specific audiences, and innovative advertising products will only become more important.
Carla Harrison is the East African Sales Manager at Ad Dynamo by Aleph
Showbiz
Quickteller, Verve Sponsor 2025 AMVCA

Quickteller, leading digital payments platform powered by Interswitch, and Verve, Africa’s foremost payment cards and digital tokens brand, have been unveiled as official sponsors of the 11th edition of the Africa Magic Viewers’ Choice Awards (AMVCA), scheduled to hold on Saturday, May 10, 2025, at the prestigious Eko Hotel and Suites, Lagos.
As the AMVCA continues to celebrate excellence and innovation in African film, television, and digital content, Quickteller and Verve are proud to partner with this flagship event, further reaffirming their commitment to supporting creativity, storytelling, and talent development across the continent.
In line with the sponsorship, Verve will sponsor the Best Lead Actor award category, celebrating excellence in performance, while Quickteller will sponsor the Best Score/Music award, recognising the outstanding contributions of music creators to African storytelling.
This year’s AMVCA will feature 27 award categories, spanning audience-voted and jury-decided sections. Among the standout nominees are productions such as Seven Doors, Lisabi: The Uprising, and Skeleton Coast, alongside celebrated actors and actresses including Adedimeji Lateef, Femi Adebayo, Chioma Chukwuka, and Bimbo Ademoye.
The ceremony will also see the presentation of two special recognition awards — the Lifetime Achievement Award and the Trailblazer Award, honouring individuals who have made significant contributions to Africa’s entertainment industry.
Speaking on the sponsorship, Cherry Eromosele, Executive Vice President, Group Marketing and Communications, Interswitch Group, said, “At Interswitch, we are passionate about enabling growth and celebrating excellence across different spheres of life, including the creative industry. Through our brands Quickteller and Verve, we are proud to support the AMVCA in spotlighting the incredible talent and innovation shaping Africa’s entertainment landscape.
“We believe that stories have the power to unite, uplift, and inspire. We are honoured to stand with the creators who are telling Africa’s stories with authenticity, passion, and brilliance. We look forward to an inspiring celebration of African storytelling at its finest.”
Organised by Africa Magic in association with MultiChoice, the AMVCA continues to serve as a platform for recognising and rewarding exceptional talents that are shaping Africa’s creative future. As proud champions of African creativity, Quickteller and Verve are delighted to celebrate the individuals and productions that have captivated audiences across the continent and beyond.
The 11th AMVCA promises to be an unforgettable evening of glamour, celebration and recognition, showcasing the best of Africa’s film and television industry.
Showbiz
Registration for Big Brother Naija Season 10 Begins, Auditions Start May 16

By Modupe Gbadeyanka
Auditions for the season 10 of the biggest and most-watched reality television show in Africa, Big Brother Naija, will begin from Friday, May 16, 2025.
A statement from the organisers disclosed that intending contestants of the programme would be screened for three days across audition venues in Lagos, Abuja, and Enugu.
The screening exercise will take place on Friday, May 16, Saturday, May 17, and Sunday, May 18, 2025.
It would be the first time in recent years that hopeful contestants will audition in person, allowing aspiring housemates to showcase their charisma and charm at the audition venues.
This in-person audition format aims to recapture the energy and excitement that defined earlier seasons and deepen the connection with fans and talent across the country. As anticipation builds, the show’s producers promise even more surprises leading up to the launch of what is poised to be Big Brother Naija’s most electrifying season yet.
The audition process kicks off with online registration beginning Saturday, May 3, and closing Wednesday, May 7, via the official portal: www.africamagic.tv/bbaudition.
Applicants must be Nigerian citizens aged 21 or older and possess a valid government-issued ID.
To audition, participants must complete the registration form online, choose a preferred audition date and city, check their email for a confirmation message, and appear in person at the selected venue on the scheduled date, ready to impress.
Auditions are completely free, but only pre-registered and confirmed applicants will be admitted. With limited slots available per location and a first-come, first-served policy in place, early registration is crucial.
Showbiz
The Auditions Heat Up on Nigerian Idol with Music, Meals, and Memorable Performances

The Nigerian Idol Season 10 premiere set the tone for an exciting season, and Episode 2 kept the momentum alive. Building on the success of the first show, this week’s episode gave us even more reasons to stay glued to our screens.
Judges Iyanya, Ric Hassani, and Omawumi showed exactly why they earned their seats at the table, teaming up with host IK in a hilarious game of “Guess the Song.” Their impromptu serenades not only entertained but also set a relaxed, lively vibe for the night.
This round of auditions brought a colourful mix of talent, from chefs and content creators to songwriters and athletes, all chasing their musical dreams.
But it wasn’t just their voices cooking up a storm. Dominique, Udeme, Unimke, and Leez didn’t just sing; they whipped up mouthwatering noodle dishes for the judges, proving they had both vocal and culinary skills.
Of course, the episode also delivered plenty of laugh-out-loud moments, because what’s a talent show without a little comedy?
Just when it seemed like no Platinum Tickets would be awarded, Raymu stepped up with a performance that wowed the judges and snagged one, leaving only one coveted Platinum Ticket still up for grabs as the auditions continue.
By the end of the night, the judges handed out 18 “yeses” and 7 “nos,” narrowing down the talent pool as the competition heats up.
Catch brand-new episodes of Nigerian Idol Season 10 every Sunday at 7 p.m. on Africa Magic Showcase (DStv Ch. 151, GOtv Ch. 12) and Africa Magic Family (DStv Ch. 154, GOtv Ch. 2). For non-stop Idol content from auditions to backstage moments, tune in to the 24/7 Idol Extra channel on DStv Ch. 198 and GOtv Ch. 49.
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