Music streaming and discovery service Audiomack has announced a new partnership with leading African youth entertainment channel MTV Base.
Audiomack was founded in 2012 and has grown to reach over 20 million monthly users globally, with a presence in all 54 African countries. MTV Base, a unit of Paramount Global, reaches nearly 450 million homes worldwide, with operations spanning cable and mobile networks, live events, reality shows and music shows.
The move forms part of Audiomack’s commitment to promoting the growth of music in Africa and aims to provide increased access to premium music content for listeners, while also enhancing appreciation for African artists.
The arrangement involves an editorial collaboration that will see MTV Base’s curatorial voice and shows integrated into the Audiomack platform in Africa. Initially, the focus will be on the Nigerian Afrobeats scene, with the goal of strengthening relationships between players in the music ecosystem.
Speaking about the deal, Audiomack Africa director of brand and media partnerships Charlotte Bwana touched on the African music industry in recent years and highlighted the importance of similar arrangements in ensuring accessibility and variety in order to satisfy listeners’ expectations.
“The African music industry has experienced huge and undeniable growth in recent years, and we understand that the satisfaction of our listeners is paramount,” Bwana said. “This collaboration with MTV Base will ensure that we meet our listeners’ demand for quality music entertainment.”
Busola Komolafe, a channel manager at Paramount, noted that the partnership would advance the company’s vision to deliver premium music entertainment to audiences on the continent and beyond.
“This strategic collaboration will allow our audience to listen to the best music wherever they are, whenever they want, and give artists and other players within the music ecosystem a unique opportunity for their music to reach more youth across the African continent,” Komolafe said.