Continuing Its African Expansion, Universal Music Group Partners With Nigeria’s uduX Music

With its uduX partnership, Universal Music Group continues strengthening its position in Africa.

Late last year, Universal Music Group (UMG) continued its expansion into Africa.

The world’s largest music group unveiled a multi-year licensing agreement with Boomplay, a major African music streaming and digital download service.

Founded in January 2015, the service had the fastest growing streaming music and download app in the region.

Under terms of the deal, Boomplay would offer its listeners access to UMG’s extensive catalog in over ten countries, including Cameroon, Cote d’Ivoire, Ghana, Kenya, Nigeria, Rwanda, Senegal, Tanzania, Uganda, and Zambia.  The service currently has over 44 million mobile app downloads along with 5.6 million daily active users.

The move came after UMG unveiled the launch of a local record label – Universal Music Nigeria.  Its new West African division allows UMG to scout for, develop, and launch pan-African talent in the region.  The major music group has confirmed its plans to grow the African music industry, including recorded music, music publishing, production, live events, brand partnerships, and merchandising efforts.

Now, increasing its presence in the region, UMG has reached another deal with a local major digital player.

Partnering with uduX.

According to a report published last September by Pricewaterhouse Coopers (PwC), Nigeria’s music industry continues to explode.

In 2017, the industry brought in $35 million in revenue.  Up 12% over 2016, the consulting firm estimates the industry to nearly double its growth in just a few years.   By 2022, Nigeria’s music industry is expected to bring in $65 million in revenue.

Thanks to mobile formats and the growth of local streaming music platforms, PwC describes the country’s music scene as “vibrant and generating healthy revenue growth.”

UMG clearly wants in.

Earlier today, the music group confirmed it has become the first major music company to license its extensive catalog to uduX Music.  The Nigerian digital service offers users access to high-quality audio and music videos.

Users can only use uduX via a monthly subscription through Habiri by GTBank, a local platform for music, shopping, and lifestyle content first launched in November 2018.  The Nigerian digital music service will roll out as a stand-alone app within the next several months.

Under terms of the agreement, listeners now have access to UMG’s catalog of both Nigerian and global recording artists including Eminem, Tekno, Post Malone, Nicki Minaj, Lady Zamar, Lil Wayne, Bob Marley, Brenda Fassie, Wurld, J.Cole, Dr. Tumi, Nasty C, Hugh Masekela, Larry Gaga, Tamia, Maroon 5, Aka & Anatii, TJAN, Jah Prayzah, Nonso Bassey, Mafikizolo, Cina Soul, Ella Mai, and Mr. Eazi.

Speaking about the announcement, Chidi Okeke, CEO of Groove Platforms, the company responsible for the creation and development of uduX, said,

We have created a new platform to bring value to the music ecosystem both here in Nigeria, and the wider world at large.

“[We’re] excited to [work] with Universal Music Group to help shape the future of digital music consumption in Africa and provide Nigerian music fans with access to their favorite artists from around the world.

Ezegozie Eze Jr., Universal Music Nigeria’s General Manager, added,

This partnership extends our reach and makes our artists’ music even more accessible to Nigerian music lovers.

[We] look forward to bringing the extraordinary creativity of our artists to as many Nigerian users as possible.