Mdundo Expands Reach in Africa's Hyperlocal Markets, Projects Over $1 Million in Royalties for 2025

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Writer: Branice Nafula

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As of 2024, Mdundo,com, a major player in Africa’s digital music scene, boasts an impressive 36 million Monthly Active Users (MAU), further solidifying its status in the industry. The music platform is now prioritizing hyperlocal markets to enhance the reach and impact of both its artists and advertisers, focusing on tailored content in key regions across the continent.

This approach has led to specific content development in their regions, where they spotlight Kalenjin and Kamba music in Kenya,Western Uganda, Tanzania with Singeli, and Nigeria focusing on Hausa content. This strategy not only enhances the platform’s appeal to localized audiences but also significantly boosts the visibility and income potential for artists creating within these niches.

This shift towards hyperlocal markets aligns with Mdundo’s goal of strengthening connections with African audiences while offering artists new pathways to reach listeners and generate income. By localizing content, Mdundo adds incremental value to its advertising clients, who benefit from targeted reach, and to artists, who gain increased exposure in their communities.

Partnerships with global and regional powerhouses like Africori, Mavin, Universal Music Group, Warner Music, Slide Digital, and Content Connect Africa, have enabled Mdundo to maintain a diverse and highly sought-after music catalog. These collaborations ensure that both well-established and emerging artists can monetize their work effectively. Since its inception, Mdundo has paid royalties to over 156,000 artists, with each payout cycle seeing growth in the number of beneficiaries.

Martin Nielsen, CEO of Mdundo, emphasizes the company’s mission to offer a sustainable platform for African artists. "Our commitment is to deliver consistent and meaningful earnings, helping individual artists grow while fostering the broader development of Africa’s music industry."

Looking ahead, Mdundo is projecting royalties payouts between USD 1.1 million and USD 1.3 million in 2025. This growth underscores the platform’s role in ensuring that artists are compensated fairly and that their creative output leads to tangible financial success.

By focusing on hyperlocal markets, Mdundo is tapping into regions often underserved by larger global platforms, creating growth opportunities for both artists and advertisers. This strategy, combined with robust distribution, a user-friendly platform, and innovative marketing tools, solidifies Mdundo’s role as a key driver of financial empowerment in Africa’s music ecosystem. As the company continues to expand, it promises even greater support for artists looking to monetize their work and reach new audiences.