Spotify faces rising competition in Africa

The Spotify logo hangs on the facade of the New York Stock Exchange in New York, the US. Picture: REUTERS/LUCAS JACKSON

It has also done a lot to keep listeners engaged by cultivating breakthrough African musicians and helping users discover them. New artists get a path to visibility as they can upload songs even if they do not have a deal with a music label or distributor. Audiomack managers pick out emerging artists four times a year across all genres and provides them with specialised marketing, editorial programmes, social promotion and playlisting, and it showcases them at events.

Ponte says these three offers are “primary competitive advantages” for Audiomack, which was established in New York nine years ago and has more active users than rivals in Africa’s biggest music markets. Spotify says its prices reflect African consumers’ purchasing power. Rather than just targeting the customers of rival platforms, the company sees its biggest growth opportunity in convincing the millions of Africans who download songs illegally to switch to legal streaming. It is betting that plenty of local musicians will use the service to access its enormous listener base.

Audiomack’s rise has been fuelled partly by a surging user base in Nigeria, the continent’s richest and most populous nation, according to data from the analytics website Apptopia. It charges 475 naira a month for a premium package.

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