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

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Spotify music streaming service

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

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AMVCA 12 Unveils Week-Long Celebration of African Film, Culture, and Creative Expression

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AMVCA 12 Nominee List

The Africa Magic Viewers’ Choice Awards (AMVCA) returns for its 12th edition with an expanded, week-long lineup of events under the theme “Honouring Craft, Celebrating Culture.” This year’s edition is set to spotlight the richness of African storytelling, recognise industry excellence, and celebrate the continent’s vibrant creative spirit.

Scheduled to take place from May 6 to May 9, 2026, AMVCA 12 will bring together filmmakers, actors, creatives, and culture enthusiasts from across Africa for an immersive celebration of film, television, and cultural expression.

The week kicks off on May 6 with Young Filmmakers’ Day, a platform dedicated to nurturing emerging talent and fostering the next generation of African storytellers. The event will feature masterclasses, panel sessions, and networking opportunities designed to equip young creatives with the tools and insights needed to thrive in the industry.

On May 7, the spotlight shifts to Icons Night, an evening dedicated to celebrating industry veterans and trailblazers whose contributions have shaped the African film and television landscape. This night underscores the “Honouring Craft” pillar of this year’s theme by recognising the legacy and excellence of pioneers in the creative space.

The celebration continues on May 8 with the much-anticipated Cultural Night, a vibrant showcase of Africa’s diverse heritage through fashion, music, food, and performance. As a true reflection of “Celebrating Culture,” the event highlights the beauty, identity, and traditions that define the continent.

The week-long festivities will culminate on May 9 with the prestigious Awards Night, where outstanding achievements in film and television will be recognised across multiple categories. The ceremony promises an unforgettable evening of glamour, entertainment, and recognition of excellence within the African entertainment industry.

The AMVCA 12 Awards Night will air live across all Africa Magic channels from 7:00 PM (WAT), bringing the excitement of the celebration to audiences across the continent.

With this expanded format, AMVCA 12 continues to evolve beyond an awards show into a dynamic platform that honours craftsmanship, celebrates culture, and amplifies African voices on a global stage.

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ipNX Powers SPAN’s Queen Esther Musical

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ipNX Queen Esther Musical

By Modupe Gbadeyanka

One of Nigeria’s leading telecommunications and connectivity providers, ipNX, successfully powered the Queen Esther Musical, presented by the Society for the Performing Arts in Nigeria (SPAN).

The event, held on April 10, 2026, at the Guiding Light Assembly, Parkview, Ikoyi, Lagos, reinforced ipNX’s role as a key enabler of innovation across industries through reliable, high-speed connectivity, as it served as a powerful demonstration of how telecommunications infrastructure can elevate creative expression and redefine audience engagement.

The Queen Esther Musical delivered a captivating blend of music, drama, and visual storytelling to a packed audience.

Behind the scenes, ipNX’s advanced fibre-optic infrastructure played a critical role in ensuring seamless execution, supporting the production’s extensive technical requirements, from synchronised audiovisual systems to real-time digital enhancements that enriched the overall experience for the audience within the auditorium and on digital platforms.

As sophisticated technology integrates into live performances, the demand for stable, high-capacity bandwidth to deliver this experience to online audiences has become essential. ipNX provided technical support, delivering uninterrupted connectivity that enabled production teams to coordinate effectively and execute a technically complex show without disruption.

“Our involvement in the Queen Esther Musical reflects our commitment to powering experiences that matter. This production broadcast required precision, speed, and reliability, all of which our network is designed to deliver.

“Beyond telecoms, we see ourselves as partners in progress across sectors, and this collaboration with SPAN highlights how our solutions can seamlessly support the creative industry just as effectively as we do small enterprises and critical services,” the Head of Sales for ipNX Retail, Akintunde Taiwo, stated.

Also commenting, the founder of SPAN, Ms Sarah Boulous, said, “We were proud to collaborate with ipNX on the Queen Esther Musical. The scale and ambition of this production required a technology partner we could rely on completely as we wanted the audience to enjoy seamless streaming on the Zaia app.

“ipNX delivered exceptional bandwidth and stability, allowing us to integrate digital elements seamlessly and create a truly memorable experience. Their support played a significant role in bringing our creative vision to life.”

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Beyond Awards Night: How AMVCA Intentionally Celebrates Every Layer of the Industry

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AMVCA Beyond Awards Night

There’s a bigger truth at the heart of every award season: an entire industry can’t be neatly packaged into a list of winners and nominees.

It’s just not that simple.

There are too many moving parts. Too many stories. Too many people are doing the actual work on screen, behind the scenes, in rooms nobody sees, on sets that don’t trend, on projects that don’t always make the final cut of conversations.

And yet, that’s what most award shows try to do. Wrap everything up in one night. Hand out plaques. Roll credits.

But the Africa Magic Viewers’ Choice Awards (AMVCA) approaches it differently, and that difference shows in how the entire week is designed.

Because instead of compressing the industry into one moment, AMVCA stretches it out. It creates space. It acknowledges that different parts of the industry need different kinds of recognition.

Take Young Filmmakers’ Day, for example. This is not about who has “arrived.” It’s about who is coming. The ones still figuring it out, still building, still trying to get seen in an industry that doesn’t always make room easily. This day shifts the focus from applause to access. It says the future of the industry deserves its own spotlight, not as an afterthought, but as a starting point.

Then there’s Icons Night, and this is where memory comes in. Because long before the current wave, before the buzz, before the visibility, there were people who held things together. Who created, contributed, and carried the industry in ways that don’t always translate into award categories. AMVCA makes room for that kind of recognition, too, the kind that isn’t about competition but about contribution.

Cultural Night does something else entirely. It reminds you that beyond the films and the series and the technical credits, there’s identity. There’s heritage. There’s a deeper layer to the work being celebrated. It’s expressive, it’s vibrant, it’s fun, but it’s also grounding. Because storytelling doesn’t exist in isolation; it’s shaped by culture, by language, by lived experience. And this night leans fully into that.

And then, finally, Awards Night. The part everyone shows up for. The glamour, the wins, the reactions, the moments that will dominate timelines. It’s the culmination, the high point.

But when you look at everything that happens before it, you start to realise something important:

The awards are just one piece of the puzzle.

What AMVCA gets right is understanding that the industry is not one story; it’s many stories happening at once. Some loud, some quiet. Some celebrated, some overlooked. And if you’re going to truly honour that, you have to go beyond a single night.

So instead of trying to make everything fit into one frame, AMVCA expands the frame.

And in doing that, it doesn’t just celebrate winners. It celebrates the work, the people, and the layers that make the industry what it is.

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