Wed. Nov 29th, 2023
    New Streaming Partnerships Thrive in Sub-Saharan Africa

    The sub-Saharan African streaming landscape is witnessing a flurry of activity in 2023, with notable partnerships and collaborations shaping the industry. One such collaboration involves Spotify and Orange Middle East and Africa. While it may not entail free Spotify access, the deal offers Orange customers in the Democratic Republic of Congo, Madagascar, Mali, and Guinea “data bonuses” specifically for using Spotify. In other words, users will receive free mobile data to stream music on the platform.

    According to Jocelyne Muhutu-Remy, Spotify’s Managing Director for sub-Saharan Africa, this partnership aims to address the issue of high data costs that pose a barrier to music streaming. By actively seeking such strategic collaborations, Spotify SSA is working towards making music streaming more accessible for a wider range of users.

    Meanwhile, Tuned Global, a B2B firm, has recently announced its involvement in two significant partnerships in Africa. Firstly, Tuned Global is working on the launch of Jumamo, a Nigerian music service. Additionally, the company has partnered with Ethiopian DSP Sewasew, renowned for its deal with Universal Music Group. Tuned Global has also played a role in the launch of Tieme Music, a streaming service based in Ghana that debuted last year.

    Con Raso, the Managing Director of Tuned Global, highlights the importance of providing African music fans with a comparable streaming experience to listeners in other regions. Tuned Global serves as a crucial technological and content partner, ensuring that streaming services can meet the expectations of African music enthusiasts.

    These partnerships and collaborations signify a growing interest in the sub-Saharan African streaming market, acknowledging its potential for growth and the importance of catering to the unique preferences and demands of the region’s music fans.


    1. Will Orange customers in the listed countries receive free access to Spotify?

    No, Orange customers in the Democratic Republic of Congo, Madagascar, Mali, and Guinea will receive “data bonuses” specifically for using Spotify. These bonuses will provide users with free mobile data to stream music on the platform.

    2. What role does Tuned Global play in the African streaming landscape?

    Tuned Global is a B2B firm that partners with various stakeholders in the African streaming industry. It offers technology, content, and advice to streaming services, ensuring a comparable listening experience for African music fans. Tuned Global has been involved in partnerships related to Jumamo, a Nigerian music service, Ethiopian DSP Sewasew, and Ghana-based streaming service Tieme Music.

    3. What is the goal of these partnerships in the sub-Saharan African streaming landscape?

    These partnerships aim to address the challenges of high data costs and provide a seamless streaming experience for African music enthusiasts. By offering data bonuses and leveraging technological expertise, these collaborations strive to make music streaming more accessible and enjoyable for users in the sub-Saharan African region.