Mdundo, a leading music streaming platform based in Kenya, has announced plans to significantly expand its operations across Africa while projecting royalty payouts of over $1 million by 2025. Founded with the mission of supporting African artists, Mdundo’s hyperlocal strategy focuses on curating music tailored to specific regional tastes. This approach has seen the platform highlight unique genres such as Kalenjin and Kamba music in Kenya, Singeli in Tanzania, and Hausa content in Nigeria, creating deeper connections with local audiences.
This localized content strategy has not only broadened the platform’s appeal but also empowered artists by giving them visibility in niche markets. Since its launch, Mdundo has paid royalties to over 156,000 artists, positioning itself as a sustainable platform where creators can consistently earn revenue from their work. As the company projects even higher payouts by 2025, it aims to deepen its contribution to the growth of Africa’s music industry by ensuring that both established and upcoming artists can monetize their content more effectively.
Key to Mdundo’s continued success is its partnerships with major music distributors and labels such as Africori, Universal Music Group, Warner Music, Mavin Records, and Content Connect Africa. These collaborations give artists access to a vast distribution network, enabling them to reach new audiences across the continent. The platform’s user base has grown significantly, with Mdundo now boasting over 36 million monthly active users (MAU) spread across multiple African countries.
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The company’s CEO, Martin Nielsen, emphasized that Mdundo’s hyperlocal strategy has also attracted advertisers looking for targeted campaigns in specific regions. This makes Mdundo an attractive platform for both local and international brands, helping it generate additional revenue streams while continuing to provide value for its artist community.
Looking ahead, Mdundo’s focus on underserved markets, combined with a strong distribution infrastructure and user-friendly features, will ensure that it remains a major player in Africa’s growing digital music ecosystem. The platform is expected to further scale its operations, offering artists more opportunities to monetize their music while connecting with broader audiences across the continent.
