“Spotify supported Nigeria’s music industry with N11 billion payouts to local music artists”


Afrobeats’ Evolution and Spotify’s Role in Nigeria: A Conversation with Gustav Gyllenhammar

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What prompted Spotify to enter the Nigerian market?

Spotify, a global platform present in 184 markets, ventured into the sub-Saharan Africa region around two and a half years ago. We recognized the worldwide appeal of Nigerian music, initially starting with diaspora audiences. However, the rapid expansion of Afrobeats over the past decade, transcending diaspora communities, was a primary motivation behind our investment in the region. To better serve consumers locally, we’ve increased our financial commitment and partnered with African businesses, emphasizing the importance of a physical presence.

What are the biggest opportunities Spotify has seen in the Nigerian market?

Since our entry into Nigeria, Spotify’s growth in the country has outpaced most markets of similar size globally. There’s a clear demand for Spotify in Nigeria, and we’ve been pleasantly surprised by the willingness of Nigerian users to pay for our premium service. We aim to cater to every consumer, offering a free version for those who might not pay for premium. This approach has allowed us to grow both sides of our business in Nigeria.

Can you share some of the challenges faced since inception?

Challenges in Nigeria include limited smartphone penetration and relatively high data costs. Additionally, the country’s regional diversity and vast size make it a complex market to navigate. We’ve had to invest in traditional and online marketing to ensure our presence throughout Nigeria.

How is Spotify overcoming these challenges?

We’ve collaborated with Nigerian creators, partnering with artists like Ckay, Wizkid, Burnaboy, and Davido, who have found success on our platform. We’ve supported the music industry with payouts of N11 billion to Nigerian artists, enabling them to create more music.

What influence do you see Spotify having on the Nigerian market in the next five years?

We anticipate exponential growth in the region, with Spotify becoming a household name for the majority of Nigerian consumers. Our experience in operating worldwide has taught us to understand local culture and business dynamics. We’re applying this knowledge to Nigeria and adapting it to local peculiarities.

What aspect of the current state of music in Nigeria are you most happy about?

We’re thrilled about the emergence of new artists, each contributing a unique sound. The rise of female artists, like Aryra Star, has been remarkable. Watching these artists achieve global success and sell out arenas worldwide is gratifying.

What are Spotify’s long-term goals for Africa?

Spotify aims to reach over a billion consumers globally and enable millions of creators to sustain themselves through their art. Africa’s youthful population, with a deep connection to music, aligns perfectly with this mission. This is the driving force behind our expansion into Africa.

Gbenga Samson
Gbenga Samsonhttp://ThisDayLive.com
Samson Gbenga Salau [Editorial Board Adviser] Gbenga Samuel Salau is a professional journalist with over 17 years experience in journalism, he is a graduate of Communication and Language Arts, University of Ibadan. On completion of his youth service, he joined The Guardian as a freelance journalist and was later absorbed as a staff. While in the University, he was a campus journalist reporting for the Independence Hall and Faculty of Arts Press Clubs. As a campus journalist, he won the following awards; Independence Hall Press Best News writer; University of Ibadan Union of Campus Journalists’ Best News Reporter/Writer; First Runner-up, Reuben Abati Award for Investigative Journalism; Association of Faculty of Arts Students’ Press Best Reporter; University of Ibadan Union of Campus Journalists’ Best Political Writer; Winner, Reuben Abati Award for Investigative Journalism, and University of Ibadan Union of Campus Journalists’ Best Interviewer. He served the Association of Communication and Language Arts Students, as the Public Relation Officer, the same year he was appointed the News Editor of the Association of Faculty of Arts Students Press. The following session, he was made the General Editor, and a member of the 13-man University of Ibadan Students’ Union Transition Committee. As a reporter in The Guardian, in 2014, he won the Promasidor Quill Award Best Report on Nutrition and DAME Business Reporting category. In the 2015 edition of the Promasidor Quill Award, he won the best Report on Nutrition and Brand Advocate Categories, while in 2016, he won the NMMA Print Journalist of the Year, first runner-up Golden Pen Reporter of the Year and SERAs CSR Awards. Gbenga Salau loves traveling, reading, and listening to songs with good lyrics no matter the genre.

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