Dele Kadiri is the General Manager of Boomplay Nigeria, an innovative music streaming service in Nigeria. In this interview, he shares with TechEconmy’s Saviour Adugba how Boomplay has gained more traction, penetrating the Nigerian market even during the COVID-19 melee. But has the pandemic affected the company, and its vision for the future? Dele Kadiri speaks:
Q: What Boomplay is and when it was introduced to the Nigerian market.
Dele: Boomplay is a music streaming and download service provided by Transsnet Music Limited. It is currently the biggest and fastest growing music app in Africa with a catalogue of 20 million songs and videos which is still growing day by day.
As of January 2020, Boomplay has over 68 million users globally and it consistently ranks as one of the top downloaded mobile apps in Africa and is currently available on Android, iOS and Web.
Boomplay was first launched in Nigeria in 2015.
Q: How Boomplay has managed to penetrate the Nigerian market.
Dele: Boomplay started off by employing a pre-install strategy which lead to quick adoption and penetration of the Nigerian Market.
The first introduction was the pre-installation of the app on the TECNO Boom J7 music phone, back in 2015. Due to a high demand from non-TECNO users in such a short time, we then made the service available on the Google Play store for all Android users.
Although the pre-installation strategy helped at the initial stage, we have gone on to record more successes by being innovative, making it easy to use our service, continuously providing rich and diverse content catalogue in the app and adopting the right marketing strategy.
Q: Specifics on the market share covered by Boomplay in the Music Streaming industry in Nigeria.
Dele: As mentioned earlier, as of January 2020, Boomplay has over 68 million users globally with about 80% African catalog.
Also, we have consistently ranked as one of the top downloaded mobile apps in Africa and No 1 music and audio app on the Google Play store across the major African countries. This is supported by accurate and accessible information from mobile applications data services like App Annie and CooTek. Our platform also boasts being the only African music app with more than 50 million installations on Google Play store, and a social media fan base over 1.5 million.
Q: How Boomplay has managed to disrupt employing tech and otherwise.
For example, with regards to piracy which is a constant battle, Boomplay is committed to fighting piracy through our work with the government as well as publishing companies and record labels. In addition, we use services such as MUSO to scour the Internet and take down infringing materials and links. We have also recently launched an ad-supported free music download initiative aimed at acquiring new users and converting them to paid users in the long run.
In August 2019, we partnered with Linkfire, the smart link aggregator and music marketing platform, to give artists and their teams with the most correct and complete data they need to bring their music to their fans most efficiently and profitably.
These are just to mention but a few and we are not stopping in innovating and disrupting.
Q: How Boomplay has been affected by the COVID-19 pandemic
Dele: The pandemic has affected a lot of businesses and commercial activities. We are not immune to this fact. Since we really care about the safety of our staff and everyone around us, we were the first to send staff to work from home as the coronavirus started spreading in Nigeria.
However, during this period, overall daily active users and consumption has increased considerably as many people are home and need music the more this trying times.
Q: How it has reacted to the COVID-19 pandemic.
Dele: As the number 1 music streaming service in Africa, Boomplay is committed to keeping its promise of bringing everything music from around the world to music lovers at ease, especially during these tough times, as the world has been sadly gripped by COVID-19.
We launched two set of campaigns. The first being the #FreeMusicFreeData were we offered users 25 million megabytes of free data so they don’t get bored out of their mind during this era of self-isolation and lockdown.
Next, we launched the #QuaranTalePlaylist challenge so everyone can tell a story about their quarantine experience in a simple playlist – be it a story of hope and encouragement, relationship, food, music, loneliness, sex, daily excitements and struggles and more. This campaign unlocked so many emotions and personal stories which will most likely be remembered forever. (insert video)
As mentioned earlier, we introduced our work from home policy where our employees can work remotely and curated hundreds of playlists to entertain our users while staying at home.
Q: How it sees itself moving forward post-COVID-19
Dele: The pandemic will be over soon and it is our earnest wish. However, as a platform, we are committed to building the most reliable and transparent music ecosystem for artists while creating unique offline experiences to give fans live access to their favourite artists. We intend to keep increasing our user base; this is aimed at providing a more financially rewarding platform for music makers. Also, our drive towards increased corporate social responsibility will see us do more to impact the entertainment industry in Africa, creating one that is better structured and well equipped.
Q: Difficulties in the Nigerian market.
Dele: The main challenges we face as a streaming company are the still developing technological infrastructure, internet penetration and high data costs. The music industry as a whole still deeply feels the effects of piracy and lack of knowledge amongst artists in terms of copyright and royalties. All the above challenges are also opportunities and gaps in the market which Boomplay is working to fill in, by offering professional services to artists and lobbying to strengthen copyright laws throughout the continent.
Q: Any other information you might want to pass across to our readers
Dele: The music industry has seen a dynamic shift with online streaming and earning. Boomplay is happy to be amongst those who enable artist to earn and expand their reach. One of our plans which we have started to execute is reaching out and investing in younger artist.
So, if you have a project you are working on and your feel it is worth Boomplays investment be sure to reach out to us.
What you should know about StarTimes, NBCUniversal International Networks newly launched DreamWorks in Africa
Africa’s leading pay-TV operator StarTimes and NBCUniversal International Networks (NBCUIN) today announced the launch of DreamWorks – the 24-hour channel dedicated to kids and family entertainment – on StarTimes platform across Sub-Saharan Africa.
The DreamWorks channel is available starting 3 August bringing the best in animated TV series to African viewers.
Speaking about the upcoming launch, Managing Director, NBCUniversal International Networks, EMEA, Lee Raftery, commented: “Collaborating with StarTimes on bringing DreamWorks channel’s award-winning shows and beloved characters to Sub-Saharan Africa is a key milestone for our business. We look forward to bringing young viewers the DreamWorks experience, with its compelling slate of adventurous and imaginative animated series, all in one family destination.”
The Head of StarTimes Media Division, Lily Meng, said, “We are excited to bring DreamWorks to Africa. This launch demonstrates our continuous commitment to providing premium content to African families. And it comes at a very timely moment, while most kids and parents are staying home.”
DreamWorks offers quality animation and storytelling, taking viewers on fantastical adventures as they come face to face with more dragons than anyone has ever imagined in Dragons: Race To The Edge; whilst over in Madagascar, the party continues with the world famous dancing lemur, in All Hail King Julien.
Viewers can join adrenaline-fueled snail, Turbo, and his snail crew in Turbo FAST; and follow the world’s favorite feline hero, Puss, as he protects the hidden city of San Lorenzo in The Adventures Of Puss In Boots.
Meanwhile in Dawn of the Croods, the world’s first family navigate their way through modern-day life.
And entertaining families across the country, The Mr. Peabody & Sherman Show will see the world’s smartest dog and his boy, Sherman, host their zany late-night comedy program, jam-packed with great musical acts and very special historical guests.
Younger viewers can look forward to a world of giant creatures that are ‘half dinosaur, half construction vehicle in Dinotrux and follow Noddy and his friends as they solve cases in in Toy Land, in Noddy Toyland Detective! Meanwhile, young viewers can get ready to roar with Raa Raa The Noisy Lion, cub and his friends in the Jingly Jangly Jungle.
Ighalo, Victor Moses on centre stage as Europa League resumes on StarTimes
Europa League is set to return on Wednesday, August 5, after hiatus caused by the COVID-19 pandemic.
The matches will air live on World Football and Sports Premium Channels, exclusively on StarTimes.
Hopes are high amongst Manchester United’s fans for a trophy this season after failing to clinch any in their domestic leagues. Odion Ighalo’s Manchester United are in a strong position to reach the next stage of the competition as they hold a 5-0 first-leg lead over LASK with the second game yet to be played.
United will play Copenhagen or Istanbul Basaksehir in the Europa League quarter-finals if they overcome LASK on Wednesday.
Manchester United are among the favourites to lift the Europa League, followed by Inter Milan and Bayer Leverkusen.
Victor Moses has shifted his focus to the Europa League after helping Inter Milan finish as Serie A runners-up in the 2019-20 season. Inter Milan will play Getafe on Wednesday at 8 pm.
Other matches on Wednesday include Copenhagen vs Istanbul Basaksehir (agg 0-1); and Shakhtar Donetsk vs Wolfsburg (agg 2-1).
On Thursday, Wolver Hampton Wanderers will face Olympiakos. Both finished 1-1 in the first leg in Greece.
Other second leg fixtures on Thursday include Bayer Leverkusen vs Rangers (agg 3-1); and Basel vs Eintracht Frankfurt (agg 3-0).
A one-legged tie between Sevilla and Roma on Thursday promises to be another fascinating match. Unfortunately, they were unable to play their first leg fixture before football actions were suspended owing to the pandemic.
The 2019/20 Europa League final was due to be staged in Gdansk, Poland, on May 27. However, the Covid-19 outbreak caused that to be postponed and the final will now take place in Cologne on August 21.
The format of the final stages of the competition has been amended with the quarter-finals, semi-finals and final all now set to be held in North Rhine-Westphalia, Germany.
Top 5 comedy channels on YouTube in Nigeria
A good dose of laughter boosts the immune system scientists agree. And in between the daily hustle, laughter is a good outlet for releasing stress.
Nigerian comedians have latched on the cracks in our cultural diversity and day-to-day interactions to create authentic and engaging content that is gaining popularity amongst local audiences.
Here are the top five Nigerian comedy channels on YouTube you should check out.
1. Mark Angel Comedy
Mark Angel Comedy has over six million subscribers and more than a billion views on TouTube. The channel has delivered undiluted comedy to its audience since 2013, making Emanuella into one of Nigeria’s favourite characters.
Emanuella is joined by Chukwuemeka, Denilson Igwe and Success as they get caught up in scenarios that reveal their ridiculousness and wittiness.
2. Nigeria Comedy Skit
Comedy skits have become a trend. Nigeria Comedy Skit collates skits from Nollywood movies and other Nigerian comedians who share content on the internet.
Most of the videos on the channel are from Nollywood comedy stars, Aki and PawPaw but it also features videos from Sirbalo Clinic, Baba de Baba, Aboki 4 Christ and others. With over 150 million views, the videos on this channel are clearly leaving Nigerians laughing.
3. AY Comedian
AY Comedian is the official YouTube channel of Ayodeji Richard Makun, also known as AY, one of Nigeria’s top comedians.
AY is particularly known for the “Who wants to be a Billionaire” skits where Akpos uses warri pidgin language to anchor a parody of the “Who wants to be a millionaire” show.
4. Official Broda Shaggi
Broda Shggi is referred to as Nigeria’s number one fine boy “agebero”. The “Oya Hit Me” comedian has over 500 000 subscribers and over 90 million views on his YouTube Channel, Official Broda Shaggi.
To get an idea of how funny he is, check out Big Brother Naija’s Mercy Lambo slapping Broda Shaggi, when Broda Shaggi finally kissed DJ Cuppied or if you need to know what Broda Shaggi looks for in a woman. His goofy videos will leave you hooting with laughter. You can also watch musical videos too.
5. Yawa Skits
Yawa Skits is a comedy series about survival. The channel has over 300, 000 subscribers and above 30 million views.
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