Lagos, Nigeria. Photo Credit: Nupo Deyon Daniel
K-pop giant YG Entertainment is bringing its catalog to Africa-focused streaming service Boomplay under a newly finalized distribution tie-up.
YG’s Plus subsidiary (KRX: 037270) and Nigeria-based Boomplay reached out with word of the deal, which arrives amid continued music industry development throughout Africa. And on the K-pop side, as demonstrated by BTS agency Hybe’s Exile Music purchase and several other examples, execs are working to crack into different markets and fanbases.
At the intersection of those points, YG artists such as Blackpink and BabyMonster are now arriving on Boomplay, which says it boasts north of 70 million monthly active users. Furthermore, the platform has made clear an ongoing goal of providing “an opportunity for catalogues to be monetised and exposed to the fastest growing music streaming market in the world.”
And in turn, the involved deals, already including pacts with Universal Music and others, will drive growth across Africa, according to Boomplay. (Developed and owned by Transsnet Music, the service has launched a dedicated advertising unit in Hong Kong, where Transsnet is headquartered.)
In comments of its own, YG Plus touted the Boomplay agreement as “a significant milestone.”
“This marks a significant milestone for YG Plus as we continue to strive for global appreciation and recognition of our artists’ work,” the Seoul-based business noted. “It will enable our artists to expand their following in Africa, tapping into the vibrant music scene on the continent and allowing fans to access their favorite tracks with ease.
“The partnership with Boomplay opens up new avenues for creativity, innovation, and cultural exchange, fostering a deeper connection between our artists and fans in Africa. We are eager to see the positive impact this partnership will have on the music landscape in Africa and beyond,” concluded YG Plus.
Notwithstanding its reach, Boomplay isn’t the only prominent player in the African streaming space. MENA-focused Anghami previously described Egypt as its largest market, and Africa-geared Mdundo in February placed its own monthly user count at more than 30 million.
That same month, Universal Music acquired a majority stake in Lagos’ Mavin Global and emphasized plans to elevate African artists’ projects “to new heights on the global stage.” More recently, the Recording Academy unveiled a high-profile expansion into the Middle East and Africa.
Worth reiterating in conclusion is that MENA’s recorded music revenue increased by 14.4 percent year over year in 2023, compared to 24.7 percent growth for Sub-Saharan Africa, per IFPI data.
