In line with its commitment to promoting the
growth of music in Africa, Audiomack has
partnered with MTV Base, one of the continent’s topmost youth entertainment
channels. This partnership will serve to provide increased access to premium
music content for listeners, whilst enhancing appreciation for African artists
across the continent.
The strategic partnership has been implemented as an
editorial collaboration
aimed at incorporating MTV Base’s
curatorial voice and shows into the Audiomack platform
in Africa. With its initial focus on the Nigerian Afrobeat scene,
this monumental partnership will strengthen end-to-end relationships between
players in the music ecosystem, including listeners and artists.
Commenting on this laudable alliance, Charlotte Bwana,
Director of Brands and Media Partnerships at Audiomack Africa, commended the undeniable growth of the African music
industry in recent years and highlighted the
importance of partnerships such as this in ensuring accessibility and variety
in the satisfaction of music listeners’ expectations.
She said, “The African
music industry has experienced iconic and undeniable growth in the last few
years, and this has done more to refine the expectations of listeners in terms
of access to optimal music entertainment. In this regard, as the leading music
streaming platform within the African continent, we understand that the
satisfaction of our listeners’ demands is paramount, and we are constantly
seeking new avenues and strategic partnerships to create value for the
community.”
“The collaboration
with MTV Base, a renowned youth-driven African entertainment platform, will
ensure that we satisfy our listeners’ demand for quality music entertainment,
as MTV Base's Music
programs
like Official Naija Top 10 (ONTT), amongst others will be available on
Audiomack as playlists.
These will also give artists the chance to be featured as
playlist covers, and as a
result, offer an increased opportunity in marketing
efforts for African artists across both platforms which forms an integral part of our commitments,” she
added.
Also speaking about the partnership, Busola Komolafe, Channel Manager at
Paramount said, “We are excited about our partnership with Audiomack Africa as
this will advance our mission of bringing premium music entertainment to our
audience. We strongly believe that this strategic collaboration will not only allow
our audience to listen to the best music wherever they are, whenever they want but
will also give artists and other players within the music ecosystem a unique
opportunity for their music to reach more youth across the African continent.”
With
a presence in all 54 African countries, Audiomack remains committed to advancing the growth of music
in Africa, through the
implementation of strategic partnerships and investment into the region’s
culture and communities.
