MTN Nigeria, a leading ICT company, has partnered with Audiomack, a renowned music streaming platform, to introduce the Audiomack+ subscription programme.
This strategic collaboration provides MTN subscribers with seamless access to premium Audiomack content, uninterrupted streaming, offline downloads, and exclusive features through convenient mobile payment options.
Audiomack+ offers three flexible subscription plans, enabling subscribers to discover emerging artists, underground music, and community-driven playlists.
Music lovers can enjoy, Month Pass (N900/month): 30-day free trial + uninterrupted streaming, Week Pass (N400/week): Affordable weekly subscription and Day Pass (N100/day): Daily access to premium content.
“This partnership with Audiomack reinforces our commitment to delivering value-added services to our customers,” said A’isha Mumuni, chief digital officer of MTN Nigeria. “We’re excited to offer our subscribers an easy and affordable way to access premium music content, empowering them to explore new music and support their favourite artists.”
David Ponte, Audiomack co-founder and CMO, added,
“Our partnership with MTN Nigeria brings us closer to making music accessible to everyone. With Audiomack+, we’re proud to offer affordable premium streaming options, providing users in Nigeria with the best music experience possible.”
To subscribe to the Audiomack+ monthly plan, text APM to 3134 or visit Audiomack+ Month Pass. Alternatively, customers can text APW to 3134 or text APD to 3134 for weekly or daily subscriptions.
Through its strategic partnership with music streaming platforms, MTN Nigeria reinforces its commitment to providing enhanced and innovative digital experiences to customers.
Carry1st, a top player in Africa’s digital payments sector, has partnered with global music streaming giant Audiomack to simplify subscription payments for its over 30 million monthly users.
With this partnership, Audiomack’s customers across Africa can now easily access premium services by paying through local methods, enhancing their experience of streaming their favourite artists.
Renowned for providing consumers across Africa access to exclusive gaming content for popular titles like VALORANT and Call of Duty: Mobile, Carry1st’s payment solution, Pay1st, enables consumers to pay for digital items via a range of local payment options, such as mobile money, popular digital wallets, and bank transfer.
This new partnership with Audiomack demonstrates Carry1st’s expansion beyond gaming, highlighting the Shop’s growing diversity of content.
The Carry1st Shop offers seamless access to a wide range of products, including daily essentials (airtime, data, and electricity), game gift cards and top-ups, lifestyle and entertainment vouchers.
Audiomack’s day, week, and month pass subscriptions will be available for purchase via the Carry1st Shop in local currencies in Nigeria, Egypt, Ghana, South Africa, Kenya, Morocco, Tanzania, Cameroon, Côte d’Ivoire, Rwanda, Uganda, and Senegal.
Subscriptions allow music fans to remove ads, unlock special app features, and bring their support of artists to the next level. This includes unlimited downloads, downloaded playlists, HiFi streaming and more.
Source: Carry1st
To celebrate this collaboration, customers can take advantage of a flexible and affordable subscription pricing model, with 10% off on all passes.
Guillaume Noé, VP of Growth for Platform at Carry1st, commented on the partnership: “We’re really excited to be partnering with such an important platform like Audiomack, which champions entertainment and shares our passion for providing options to African consumers in the entertainment space. This partnership is a testament to our growth and the versatility of the Carry1st Shop. Not only are we unlocking popular games, but we’re now also unlocking the music that people love.”
Charlotte Bwana, VP of Marketing at Audiomack, noted; “Audiomack is incredibly excited to partner with Carry1st to expand our presence across Africa and make it easier for music fans across the continent to access premium features. Carry1st has been impactful in growing Africa’s gaming industry for creators and users, and we are confident we can replicate this approach in the music space.”
Aleph, an ecosystem of global digital experts and technology-driven solutions that connects thousands of advertisers with billions of consumers worldwide, has announced its exclusive partnership with New York-based audio streaming platform Audiomack.
This collaboration positions Aleph as Audiomack’s Authorized Sales Partner in Nigeria and Ghana, underlining Aleph’s commitment to enhancing its presence and strategy in Sub-Saharan Africa (SSA).
On December 5, Audiomack unveiled its groundbreaking partnership with Aleph at a vibrant pop-up event dubbed #AudiomackHouseLagos.
This immersive music and education gathering brought together key players in the music industry to celebrate the thriving Nigerian and African music scenes, while also highlighting Audiomack’s remarkable contributions to the sector over the years.
Speaking at the Audiomack House Lagos event, David Ponte, Co-Founder and CMO, Audiomack, said, “we are thrilled about our partnership with Aleph. Our music service’s rapid expansion across Africa, with millions of engaged users, makes aligning with Aleph a strategic move to enhance our ability to offer tailored, impactful advertising solutions to our clients. Aleph’s expertise in digital advertising, combined with our platform’s reach, creates an ideal synergy for brands seeking to engage with the vibrant markets of Nigeria and Ghana.”
“Moreover, our partnership with Aleph offers an exceptional opportunity for our advertising clients in these markets to capitalize on our unparalleled reach and connect with their target audience. Additionally, this partnership will empower artists to enhance their earnings and elevate the overall music experience for our users,” Ponte emphasized.
To enrich both user experience and artistic expression, Audiomack also launched Rewarded Ads, an offering that grants users ad-free listening time, allowing them an uninterrupted music streaming.
Reflecting on the essence of this partnership, Stephen Newton, Aleph SSA Regional Director stated,
“This collaboration with Audiomack is a strategic alignment that propels our mission forward in connecting advertisers with diverse, engaged audiences. Our focus on localizing advertising content ensures that brands can effectively reach and resonate with their target demographic in Nigeria and Ghana.”
The Audiomack House Lagos event began with a fireside chat facilitated by Motaloni Alake, the Label & Marketing Manager, Virgin Music Nigeria, featuring a team of Audiomack panel – David Ponte, Charlotte Bwana, Vice-President of Marketing, and Felix De Jong, Senior Marketing Manager, Europe & Electronic, highlighting Audiomack’s commitment to empowering artists and other stakeholders within the music space.
Following the session, there was also a fireside chat moderatorated by Wale Ozolua, Manager, Content Operations Audiomack Africa, featuring a panel of industry experts, including Joshua Iyamu, Manager, Content Strategy Audiomack Africa, Bizzle Osikoya, Co-Founder, The Plug, Osi Dirisu, Director of Programs, Beat FM and Osagie Osarenz, Director, African Operations, ONErpm Africa.
A vibrant energy pulsated through the room as throngs of music enthusiasts gathered for an evening of immersive sonic experiences. The dance floor pulsated with life, and the air buzzed with an infectious rhythm, courtesy of DJ Optimixx, DJ Yin, and DJ Shawn, who masterfully orchestrated a seamless blend of chart-topping Nigerian tracks.
As the night deepened, the stage transformed into a dazzling showcase of Nigeria’s burgeoning musical talent. Pawzz, Qing Madi, Crowd Kontroller, and Crayon captivated the audience with their electrifying performances, delivering a medley of hit songs that left the crowd spellbound.
Osagie Osarenz (Director, African Operations, ONErpm Africa), Bizzle Osikoya (Co-Founder, The Plug), Osi Dirisu (Director of Programs, Beat FM), Joshua Iyamu (Manager, Content Strategy Audiomack Africa) and the moderator, Wale Ozolua (Manager, Content Operations Audiomack Africa) at the Audiomack House Lagos event.
This collaboration will leverage Aleph’s deep expertise in crafting targeted and impactful campaigns and Audiomack’s robust platform teeming with engaged users, creating an unparalleled landscape of opportunity for brands and agencies across the region.
Walk down the streets of any major city around the world and take a look at all the people you pass along the way. Chances are you’ll see more people wearing earphones and headphones, in all of their shapes and sizes, than not.
Most of those people, whether they’re consuming music or podcasts, will be listening through an audio streaming platform.
In fact, Spotify’s 500 million-plus users spent more than 132 billion hours streaming audio on the platform in 2022.
audio streaming
And that’s just Spotify. Factor in other platforms, including the likes of Mdundo and Audiomack, and the numbers become truly astronomical. Africa isn’t immune to the embrace of music streaming either.
According to Statista, music streaming revenue is set to grow more than nine percent a year over the next four years, aided by constantly improving levels of connectivity.
That growth in audio streaming across the continent doesn’t just represent an opportunity for artists and streaming platforms. It’s also a powerful opportunity for brands to market to their customers in new, innovative, and effective ways.
Reach, elevated engagement, and personalisation
Before looking at how brands can make use of those opportunities, it’s worth looking at some of the advantages that marketing on audio streaming platforms offers.
One of the biggest advantages that advertising on audio streaming platforms offers is that it allows advertisers to reach their customers wherever they are and whatever they’re doing.
Unlike traditional radio, which is largely restricted to people’s homes and vehicles, people can listen to audio streaming when they’re commuting on public transport, working out, or even just going for a walk.
Given the growing importance of meeting customers where they are, that’s a powerful incentive to embrace marketing through audio streaming all on its own.
But ads on audio streaming platforms can also be more engaging. There are fewer screen-related distractions (especially if the listener is doing something that doesn’t allow them to scroll on their device at the same time), and audio also feeds the listener’s imagination.
In fact, research from shows found that “digital audio listeners have an elevated listening experience compared to broadcast radio, resulting in more memorability, engagement, and emotional intensity.”
Adding to this increased engagement is the fact that audiostreaming ads can be highly personalised according to the listener’s interests. That can then be further refined by age and location, ensuring that people only hear the adverts that are most relevant to them.
Sounding out the right partner
It should be clear then that audio streaming platforms have a lot to offer from an advertising perspective and can be a powerful addition to any company’s marketing mix.
But if you’re going to get the most out of adding audio-streaming ads to your mix, it’s important to do so with the right partner.
Ideally, you should look to work with a partner who has extensive experience working with the streaming platforms most relevant to your target customers. Moreover, they should be able to help you produce the most effective marketing content tailored to those platforms.
For whichever platform you’re advertising on, that also means having an innate understanding of all the available ad formats.
These include audio ads but may also extend to things like video takeovers, sponsored sessions, and display ads.
Remember, while audio is the largest component of any streaming platform, people still have to open the app and scroll to get to the content they want. Implemented effectively, all of these formats can be brought together to ensure your marketing messaging is delivered to maximum effect.
For the love of listening
Right now, audiostreaming services play an incredibly important role in day-to-day media consumption around the world, including in Africa. And as connectivity becomes ever more ubiquitous and affordable, that role will only increase.
As such, any business wanting to really meet its customers where they are should embrace the marketing opportunities that they present.
