Kenya’s Mdundo, a premier music service, has recently surpassed the milestone of 36 million monthly active users (MAU). In its quest to deepen its influence and extend its services, Mdundo is now strategically honing in on hyperlocal markets. This approach is aimed at amplifying the presence and impact of the platform’s artists and advertisers by delivering customized content that resonates with specific regions across Africa.
Since its inception in Kenya in 2013, Mdundo has risen to prominence as a leading music service across the African continent, committed to offering accessible and legal music streaming and downloads. The company’s decision to go public by listing on the Nasdaq First North Growth Market Denmark in 2020 marked a significant milestone, which was followed by a substantial surge in user engagement. The platform reported 30.8 million monthly active users enjoying a diverse catalogue from over 172,000 content providers.
The user base has since climbed to over 36 million, with Mdundo placing a strong emphasis on curating specific content for different regions. This includes showcasing genres like Kalenjin and Kamba music in Kenya and Western Uganda, Singeli in Tanzania, and Hausa in Nigeria.
Mdundo’s targeted strategy not only increases the platform’s allure for local audiences but also significantly enhances the exposure and revenue prospects for artists specializing in these genres. The localization of content simultaneously provides additional value to advertisers on the platform.
Looking to the future, Mdundo anticipates distributing royalties in the range of US$1.1 million to US$1.3 million by the year 2025. This projection highlights the platform’s commitment to ensuring that artists receive fair compensation and that their creative endeavors translate into financial rewards.
Martin Nielsen, the CEO of Mdundo, emphasized the company’s dedication to delivering consistent and meaningful earnings for artists, which in turn contributes to the growth of individual musicians and the overall advancement of the African music industry.
