Audiomack, a music streaming platform, has successfully tapped into Nigeria's vast music market, making it its largest market globally. The company's approach was different from other global streaming services, as it adopted a free-first model, allowing users to download music for free and play it offline. This strategy resonated with Nigerians, who were accustomed to downloading music from blogs and file-sharing platforms. By providing a platform where users could access music for free, Audiomack was able to build a large user base.
In 2018, music streaming in Nigeria generated only $3.3 million in revenue, with projections of $18 million by 2023. Despite the low revenue, Audiomack saw an opportunity to grow in the market. The company set up its first African office in Lagos in July 2020, with a local team led by Adeyemi Adetunji, a Nigerian lawyer who had been curating Nigerian music for the platform since early 2018. This move demonstrated Audiomack's commitment to understanding the local market and its willingness to invest in the region.
Audiomack's feature that made a significant difference in Nigeria was its free offline downloads. Users could save songs to their phones on the free tier and play them later without spending additional data. This feature was particularly appealing in a market where data was expensive and internet connectivity was not always reliable. By providing offline downloads, Audiomack made its platform more accessible and user-friendly, which contributed to its rapid growth in Nigeria.
The company's growth in Nigeria was rapid, with the platform becoming one of the most downloaded apps in the country on Google Play by 2019. Audiomack's co-founder, Brian Zisook, described the company's growth in Nigeria as "a hockey stick." The platform's popularity was further boosted by its partnerships with local artists and its support for emerging talent. For example, Audiomack backed a Rising Star initiative for new African talent, with seven of its artists performing at Afrochella in Accra in December 2019.
Audiomack's success in Nigeria can also be attributed to its local team, which was hired from the region. The team included Charlotte Bwana on business development and media partnerships, and Olive Uche on content strategy. By having a local team, Audiomack was able to make informed decisions about content and partnerships, which helped the platform to better understand the local market and tailor its offerings to meet the needs of Nigerian users.
The company's pricing strategy also played a crucial role in its success. Audiomack launched its premium service at roughly ₦535 a month in 2020, with daily and weekly options available. The free tier continued to offer offline downloads, making it an attractive option for users who were not willing or able to pay for music. Additionally, Audiomack partnered with Flutterwave and Carry1st to tackle the card problem that locks many Nigerians out of paying for digital services.
By the end of 2024, Audiomack reported 1.9 billion offline downloads in Nigeria alone. The platform's success can be seen in the case of Seyi Vibez, a street-rooted artist who did not come up through the usual gatekeepers. His sound, which is Yoruba-heavy and Fuji-inflected, has resonated with Audiomack's users, demonstrating the platform's ability to provide a direct line to listeners for artists who may not have had access to traditional music industry channels.
Key points
- Audiomack's commitment to Nigeria's music market, including setting up a local office and hiring a local team, has been key to its success.
- The platform's free-first model, which includes free offline downloads, has made it an attractive option for users in Nigeria.
- Audiomack's partnerships with local artists and its support for emerging talent have contributed to its rapid growth in Nigeria.
