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Spotify Clocks One Year in Nigeria

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Spotify Acquires Parcast

By Modupe Gbadeyanka

Operations of the foremost audio streaming platform, Spotify, in Nigeria have clocked one year.

About 12 months ago, the company launched its services in Nigeria and over 40 new markets across the continent, allowing music lovers to enjoy both local and foreign tunes.

Since coming to the country, the average number of artists streamed per user has grown by 60 per cent, with about 1.3 million user-generated playlists.

During the period, Nigerian artists dominated the local music scene, with artists such as WizKid, Burna Boy, DaVido, Buju (now known as BNXN) and Olamide topping the list of five most-streamed local artists.

Some local artists have found a megaphone for their work, and the top exported local artists are Ckay, followed by WizKid, then Burna Boy. Tems is the fourth top exported local artist and Mr Eazi rounds off the top five.

Coming in as the most-streamed song in Nigeria is Fireboy DML’s Peru, followed by Monalisa by Lojay and Sarz, then Feeling by Buju and LADIPOE in third. Omah Lay’s Understand was the fourth most streamed track, with High by Adekunle Gold closing off the top five local songs.

Of the 10 exported songs, nine are collaborations with local and international hitmakers – proof that Nigerian music is attracting worldwide popularity. Love Nwantiti by CKay is the top exported song, followed by Essence, a collaboration between WizKid and Tems.

Next is a remix of Love Nwantiti and Essence by CKay and WizKid with international artists such as Justin Bieber, DJ Yo, and Axel. Most of the plays of the exported songs have come from countries such as the Czech Republic, India, Canada, Ghana, Morocco, Tanzania, and the UK.

Since its launch, there have been 20,935 songs added to the Spotify platform by creators. This places Nigeria as the country with the second most streams after Pakistan, with Kenya third in the ranking.

On user-generated playlists, the Spotify playlist that Nigerians showed the most love is Hot Hits Naija, which really portrays the fact that Nigerians love homegrown music.

Lagos, the entertainment capital of Nigeria is still living up to its title as the top city where Nigerians streamed from. Other cities are Kano, FCT, Niger, and Rivers.

Goya Menor claimed the top spot on the list of emerging artists, while the most popular local genre is Afropop from Nigeria.

Worldwide, Nigerian music is growing in popularity, too. Data on local genres being exported across the globe reveals that 30 per cent of the Nigerian Alte genre is being streamed in the US, with a growth of more than 200 per cent over the past year. Additionally, over 40 per cent of Afropop from Nigeria is streamed in the US, UK and France.

The full breakdown of the top lists is below.

Most streamed Nigerian artists                                                                                                  

  1. WizKid

  2. Burna Boy

  3. DaVido

  4. Buju

  5. Olamide

  6. Fireboy DML

  7. Joeboy

  8. Tems

  9. Rema

  10. Omah Lay

Most streamed Nigerian songs                               

  1. Peru – Fireboy DML

  2. Monalisa – Lojay, Sarz

  3. Feeling – Buju, LADIPOE

  4. Understand – Omah Lay

  5. High – Adekunle Gold

  6. Bounce – Ruger

  7. Bloody Samaritan – Ayra Starr

  8. Outside – Buju

  9. Sip – Joeboy

  10. Holy Father – Mayorkun, Victony

Top exported Nigerian artists

  1. Ckay

  2. WizKid

  3. Burna Boy

  4. Tems

  5. Mr. Eazy

  6. DaVido

  7. Rema

  8. Joeboy

  9. Fireboy DML

  10. Omah Lay

Top exported Nigerian songs

  1. Love Nwantiti – CKay

  2. Essence – WizKid, Tems

  3. Love Nwantiti – CKay, DJ Yo!, AX’EL

  4. Essence – Justin Bieber, Tems, WizKid

  5. Love Nwantiti – CKay, Joeboy, Kuami Eugene

  6. Love Nwantiti  – Ckay, ElGrandeToto

  7. Location – Burna Boy, Dave

  8. Nobody – DJ Neptune, Joeboy, Mr. Eazi

  9. Loved By You – Burna Boy, Justin Bieber

  10. Falling For You – Blaq Jerzee, Harmonize, Mr. Eazi

Emerging/breakout artists

  1. Goya Menor

  2. Mizzle

  3. Lojay

  4. Psycho YP

  5. SGaWD

  6. Jaywillz

  7. Ria Sean

  8. Victony

  9. Dai Verse

  10. Soundz

Top locally curated Spotify playlists

  1. Hot Hits Naija

  2. African Heat

  3. Gbedu

  4. Traffic Jams Naija

  5. Today’s Top Hits

  6. Afropop

  7. Party Dey!

  8. Bubblin

  9. New Music Friday Naija

  10. Afro Party Anthem

Modupe Gbadeyanka is a fast-rising journalist with Business Post Nigeria. Her passion for journalism is amazing. She is willing to learn more with a view to becoming one of the best pen-pushers in Nigeria. Her role models are the duo of CNN's Richard Quest and Christiane Amanpour.

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Nigerian Music Stars in Hot Demand Worldwide—NCC

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Nigerian music stars

By Adedapo Adesanya

The Nigerian Communications Commission (NCC) has tasked content creators in the country to take advantage of the many advancements in the nation’s growing telecommunications industry, saying much can be achieved through music artists, who are hotcakes globally.

The Executive Vice Chairman/Chief Executive Officer (EVC/CEO) of NCC, Mr Umar Danbatta, stated this in Lagos over the weekend while speaking at the 10th Annual Brands and Marketing Conference of the Brand Journalists Association of Nigeria (BJAN) where the NCC was conferred with the Regulator of the Decade award.

Represented by the Executive Commissioner for Stakeholder Management, Mr Adeleke Adewolu, the EVC noted that the ongoing process, for which arrangements are in top gear, followed the successful auctioning of two bands of the 3.5GHz spectrum in December of 2021.

Mr Danbatta informed the participants at the conference that content creation and consumption had grown around the telecommunications infrastructure provided by technology, which Nigerian entertainers had leveraged to become global brands.

He said,  “Due to heavy leverage on digital platforms, the Nigerian entertainment industry has gone global. Nollywood is one of the biggest movie industries in the world. In fact, more movies are produced by Nollywood yearly in comparison to Hollywood.

“Nigerian music stars are in hot demand worldwide because of their popularity and brand recognition on social media. We should add that many of these global superstars emerging from Nigeria launched into stardom by leveraging caller tunes and other mobile content platforms to grow their brands and huge followers online.”

Mr Danbatta declared that, “Digital platforms are fostering different types of systemic change, creating new brands, eroding the value of some brands, whilst at the same time increasing the value of other brands. The innovation-transformation-disruption cycle has come to stay and will be exacerbated as technology continues to evolve.”

The EVC  assured that the NCC would continue to aggressively drive the rollout and seamless operation of infrastructure to drive new digital technologies to benefit all sectors of our economy.

“It is our hope that Nigerian brands will continue to leverage robust infrastructure to grow their value and ensure that our country derives maximum benefit from unfolding digital transformation efforts,” he said.

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Gospel Singer Sammie Okposo Slumps, Dies

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Sammie Okposo

By Modupe Gbadeyanka

Reports just filtering in indicate that a popular gospel artist in Nigeria, Sammie Okposo, has passed on.

Details of this unfortunate incident are still sketchy, but it was gathered that he passed away on Friday at the age of 51 after he slumped.

Recall that some months ago, Sammie Okposo was in the news over issues concerning his marriage.

The Wellu Wellu crooner later apologised to his fans and others for betraying their trust, promising to be a better person.

Three years ago, the Delta State-born music star had a close encounter with death after the propeller shaft of his car pulled off while on motion.

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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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