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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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Spotify, United Masters Empower Emerging Nigerian Artists

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Spotify United Masters

By Aduragbemi Omiyale

For three days, some emerging independent Nigerian artists were tutored in Lagos on how to navigate the challenging showbiz terrain and remain afloat.

This was through a collaborative initiative between Spotify and United Masters known as Fresh Finds Sessions.

The three-day camp focused on comprehensive artist development, offering invaluable industry insights and music recording sessions.

This programme provided invaluable networking opportunities and comprehensive industry insights for participating talents as one of them, Rigo Kamp, confirmed.

“I didn’t know what to expect, but after having my session, I’m just in awe and happy about my involvement. For Spotify and United Masters to find me worthy to participate in this programme is an honour,” Kamp said.

It was learned that at a Q&A session the hosted by United Masters’ Head of Africa, Mr Niyi Osadipe, a renowned producer, Sarz, advised young music acts to be real.

“I think one of the most important things I have learnt over the years is being authentic to yourself, and that authenticity is a byproduct of everything else that you may desire, including success and accolades,” he advised.

Another producer, Loudaa, urged producers to always connect with artists during sessions because it helps with the inspiration process.

“Creativity as a whole comes from a deep place and different things can inspire what you create,” Loudaa noted.

The event had recording sessions, which featured emerging producers, Twitchpapi and LeMav, who collaborated with promising artists Kyla Blac, DEELA, Tolani and the current face of Fresh Finds Africa’s playlist, Rigo Kamp, with songwriter Vito Rali also joining them during these sessions.

On the final day, those present were treated to a showcase featuring Amaeya, Fitzy West, FirstKlaz, and Romi; songwriter Shorae Moore, producers Ramoni and Dunnie.

“Spotify has always been intentional about creatives and their growth. Being able to serve the creative community in this way has been an honour and we’re grateful to our partners, United Masters, for collaborating with us,” Spotify’s Artist and Label Partnerships Manager for West Africa, Mr Victor Okpala, said.

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Spotify Updates App With New Custom Create Cover Art Feature

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Spotify music streaming service

By Modupe Gbadeyanka

Popular streaming platform, Spotify, has updated its application with a new Create Cover Art playlist, giving users a fun way to personalise their playlists and show off their imagination.

The feature is embedded with fonts, stickers and graphic elements that allow users to take their playlists to a whole new level.

The company said this innovation signifies a continuation of its vision of encouraging people’s individuality and helping them make their playlists even better.

To access it, all users have to do is open the Create Cover Art tool from the Spotify mobile app; to select an existing playlist or to create a new one, tap the context menu.

From there, they can start to play around with features that allow them to add text, choose images and create some design elements.

Once they’re done, save it and share your playlist with your friends or on your social network.

Over 8 billion playlists have been created by Spotify users on the platform and they have been showing their creativity through their music choices.

Now with things like font options, stickers and graphic tools, they can take their playlists to the next level and make them look as good as they sound.

Thus, Spotify continues to lead the way in making playlist creation both a visual and auditory experience, allowing people to fully embody their playlists and take pride in them as pieces of work.

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FG, Ecobank, Firm to Launch 2025 Design and Innovation Exhibition

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2025 Design and Innovation Exhibition

By Modupe Gbadeyanka

All seems to be set for the unveiling of the inaugural Design and Innovation Exhibition 2025 organised by Design Week Lagos in partnership with Ecobank Nigeria and the Federal Ministry of Arts, Culture, Tourism, and Creative Economy.

The event will feature the Manufacturer and Designer’s Pavilion, spotlighting collaborations between manufacturers and designers, as well as the Designer’s Pavilion, where 50 individual designers will present new concepts across a variety of design disciplines, including furniture, toys, automotive, and industrial design, reflecting the diversity of Nigeria’s creative landscape.

A standout feature of the event will be the Titi Lai Lai Showcase, a curated concept store that will present exclusive pieces from renowned Nigerian designers and artists such as Victor Ekpuk, Banke Kuku, Mama Nike, and the Nike Art Gallery.

This collaboration will highlight the fusion of art and design, celebrating the use of local materials and the rich cultural heritage of Nigeria.

“This exhibition offers a distinctive avenue for our nation’s economic advancement. By harnessing the synergy between Nigerian creativity and the manufacturing sector, we can modernize and innovate our products, promote the production of Nigerian creativity and furniture, and strengthen our economic connections,” the Minister of Art, Culture, Tourism, and the Creative Economy, Ms Hannatu Musa Musawa, stated.

The Head of SME, Partnerships, and Collaboration at Ecobank, Ms Omoboye Odu, said, “Ecobank is the solution for African banking, and we are committed to giving our customers the platform to network, collaborate, and partner to promote innovation and creativity. We are proud to be part of the process to spotlight homegrown innovations and sustainable practices across various sectors.”

Also speaking, the founder of Design Week Lagos and the Design, Innovation, and Inventors Hub of Nigeria, Ms Titi Ogufere, said, “The Design and Innovation Exhibition 2025 is more than a celebration of design; it represents a bold step toward positioning Nigeria at the forefront of the Fourth Industrial Revolution.

“By fostering collaborations between designers and manufacturers, we aim to develop innovative products that not only serve local markets but also establish Nigeria as a global leader in design and manufacturing exports. This initiative underscores our commitment to building a sustainable industrial ecosystem that celebrates local talent and drives economic growth across Africa.

“At a pivotal moment in Nigeria’s creative economy, the Design and Innovation Exhibition 2025 will showcase the finest in furniture, product, and industrial design. This year’s exhibition will focus on the theme Building a Made-in-Nigeria Brand, celebrating the creativity, innovation, and craftsmanship of Nigerian designers and manufacturers while emphasizing industrialization and export potential.”

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