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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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Carnival Calabar to Unveil 2026 Theme May 31 in Lagos

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Carnival Calabar

By Aduragbemi Omiyale

The theme for the 2026 edition of the prestigious Carnival Calabar will be unveiled on Sunday, May 31, at the Eko Hotel Convention Centre, Lagos.

This theme-unveiling event is being organised by the Cross River State Carnival Commission.

The theme guides the bands in their choreography and the presentation of the whole carnival. It also allows the state to engage with stakeholders, sponsors, and the diplomatic community as part of preparations for the yearly programme.

For this year’s unveiling event, Ambassador Gautier Mignot of the European Union (EU) is expected to be the special guest of honour, with Ambassador Paulo Santos of Portugal as the guest of honour.

As part of the activities leading up to the unveiling event, the Chairman of Carnival Calabar, Dr Gabe Onah, paid a strategic visit to Multichoice Nigeria Canal + Company. He was accompanied by the Lead Marketing Consultant of Carnival Calabar, Mrs Mary Ephraim Egbas.

The delegation was received by the chief executive of Multichoice Nigeria Canal + Company, Ms Kemi Okunola, and the Executive Director, General Entertainment, Multichoice Nigeria, Dr Busola Tejumola.

The delegation briefed Multichoice on plans for digital transformation and streaming to a global audience for this year’s event, as well as this Sunday’s event.

Carnival Calabar is the biggest Street Dance Parade in Africa, held every December in Cross River State. It is one of the biggest tourism events in West Africa, drawing millions of visitors to Cross River every year.

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The Evolution of Home Viewing in Nigeria

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Home Viewing in Nigeria

There was a time in Nigeria when watching movies at home wasn’t strictly a “home” experience. People rented VHS tapes and later DVDs from local video clubs around the neighbourhood, and in many cases, viewing extended to video centres or where groups gathered to watch films and sports. It was a shared setup shaped by access, availability, and a very communal way of consuming entertainment.

As time went on, analogue television became the main form of home viewing. Families would gather around a single TV set in the living room, with limited channels and fixed programming schedules. Content was not really something you chose; it was something you aligned your day around. Antenna adjustments were part of the routine, and despite the limitations, TV became a central part of everyday household life.

The introduction of satellite and pay-TV services marked a major shift. Viewers suddenly had more control, more variety, and more access. Local and international content expanded significantly, covering movies, sports, news, and entertainment in a way that changed viewing habits from passive scheduling to active choice.

This is where platforms like GOtv became relevant in the Nigerian context. By making premium entertainment more affordable and widely accessible, GOtv helped bridge the gap between content quality and everyday households. It wasn’t just about more channels; it was about making consistent access to entertainment more realistic for a wider audience.

Today, home viewing has become more flexible and audience-driven. People are no longer tied to fixed schedules; viewing is now based on preference, timing, and convenience. At the same time, shared viewing still exists, especially around live sports and major TV moments, where entertainment becomes a collective experience again, just in a more modern form.

From rented tapes and video centres to satellite TV and now more structured, accessible entertainment platforms, the evolution of home viewing in Nigeria has been a steady shift toward more choice and control. Throughout that journey, GOtv has remained part of the ecosystem, supporting how everyday audiences access and experience entertainment at home.

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How Far Would You Go For the People You Love? Stripped Answers This

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Africa Magic Stripped

Five episodes in, and Africa Magic’s limited series, Stripped, has quietly got people talking. Not because of the stripping, though yes, that is very much part of it, but because of what sits underneath all of it. The guilt. The shame. The quiet, suffocating pressure of being a man in Lagos who is supposed to have it all together but simply does not.

The premise sounds simple. Five friends, all broke, all stuck, all too proud to say it out loud, stumble into a stripping gig at an upscale club called Trabaye after its sharp and seductive owner, Yvonne (Constance Owoyemi) spots them at a birthday party and sees something worth paying for. What follows is anything but simple.

Kelechi “Kel” Okere (Daniel Etim Effiong) is the one carrying the most weight. A former marketing executive now driving Uber to keep his wife and children afloat, Kel is the kind of man who will smile through a crisis so nobody worries. His wife, Ada (Future Lolo Lamai), thinks he is still closing big deals. His children need school fees. The rent is overdue. And every night he comes home, the lie gets a little heavier.

Bolaji (Mofe Duncan), who is loud, charming and energetic, watches his cafe dream bleed out quietly. Suppliers want cash; customers want credit, and charm, it turns out, cannot patch a leaking roof.

Damina (Efa Iwara) is the cool bachelor whose carefully constructed life collapses the moment his pregnant ex walks back through the door. Mensah (Ian Wordi) is a Ghanaian-Nigerian architect and youth pastor caught in a relationship that is slowly erasing him. And Voke (Kunle Remi) is running out of time to free his imprisoned father, one clever scheme at a time.

Their first night at Trabaye is overwhelming. The music, lights, money, and the strange, intoxicating feeling of being wanted. They laugh in the car afterwards and call themselves “Strip Gawds.” For one night, the bills don’t exist. But nothing in Lagos stays clean for long.

Bolaji’s wandering eye pulls the group into dangerous territory. Voke’s schemes start bleeding into the club’s shadier edges. Kel finds himself dangerously close to a line he cannot cross, pulled back only by the sound of his wife’s voice on the phone. And Mensah quietly wonders how many layers of himself he can strip away before there is nothing left worth keeping.

The show’s most devastating moment comes in Episode 4, when Kel has a panic attack. There is no dramatic score, just a man cracking under the weight of everything he has been holding alone. Viewers have not stopped talking about it since. It is the kind of scene that does not just tell you about a character; it shows you something true about the world.

Etim Effiong, who also serves as executive producer, said it plainly. “Men need to catch a break. It’s a really tough world for men, and we deserve some credit.” Episode 5 offers a brief exhale before the walls begin closing in again. The money is good. But the shadows are getting closer.

Stripped is no longer just a show about five men taking their clothes off for money. It is about what men carry in silence, what friendship costs when survival is on the line, and whether the things you do to save your life can also be the things that cost you your soul.

If you have not started watching, you should start now. Catch up on all five episodes now on DStv Stream, and tune in for the final episode this Sunday at 8 PM on Africa Magic Showcase, DStv Channel 151, and GOtv Channel 8.

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