US music streaming platform Audiomack today announced that it had partnered with telecom giant MTN Nigeria to offer music to over 76 million subscribers at zero data cost.
The on-demand streaming service, which was founded in 2012, allows artists to share mixtapes, songs and albums. It boasts 17 million monthly active users and is becoming increasingly popular in emerging markets like Africa.
The development comes on the heels of a November 2020 partnership with Chinese company Transsion Holdings, which owns streaming platform Boomplay Music and manufactures smartphone brands such as Tecno, Infinix and Itel.
The move forms part of efforts to strengthen Audiomack’s commitment to making quality music more accessible, a mission the company says MTN Nigeria subscribers will greatly benefit from. It will provide subscribers tailored data bundles for streaming unlimited music and accessing content on Audiomack, allowing them free access to Audiomack’s streaming service via mobile devices on weekly and monthly subscriptions.
The weekly plan offers 1.2GB plus free Audiomack at 270 naira ($0.70), while the monthly plan offers 2.5GB plus free Audiomack at 550 naira.
“At Audiomack, we recognise the importance of access to quality music, and this coupled with Nigeria’s vibrant music industry has influenced this partnership,” Audiomack co-founder and CEO Dave Macli said. “This relationship not only allows us to create shared value for MTN subscribers by delivering the best musical experiences but also enables us to further connect with the Nigerian music fans.”
Audiomack Africa head of business development and media partnerships Charlotte Bwana said the new partnership reinforced her outfit’s commitment towards democratising music streaming.
“High data costs are one of the barriers to music streaming and we are glad to be partnering with Africa’s leading telecommunications company to provide the Audiomack+ data bundle. We are truly excited to offer the best and hottest new musical tracks – a mix of real-time trending, top charts and expertly curated playlists to MTN subscribers.”
MTN Nigeria chief digital officer Srinivas Rao said: “We recognise the growing need of our customers to have more options to access entertainment and have partnered with Audiomack to offer them an uninterrupted stream of the best, newest and most diverse music selections.”