2023-07-31 22:14:12
Unlike Spotify or Apple Music, Boomplay has decided to focus on Africa, its artists and its users. And it obviously works. Because Boomplay now boasts of having surpassed the aforementioned giants with a unique model on the continent.
Pre-installed on phones from the Chinese group Transion such as Infinix, Tecno and itel, the most popular on the continent because their price is attractive: from 20,00 CFA francs to 30.77 euros). Boomplay, the music streaming app from Chinese company Transsnet, has focused on African countries unlike its competitors.
A profitable strategy. Eight years after its launch, the streamer employs a hundred people across six offices including Nigeria and Kenya and already had 60 million monthly users last year.
« We operate globally, but we think locally. This has been one of our greatest successes. Understand what people listen to in their country. There are so many cultures and sounds! This helps us to adapt the musical offer at the global level, explainNatasha Stambuli who heads the Tanzania office. Digitization is still very young and streaming is growing in Africa. On the continent, we are in the middle of the digital revolution and because there is a peak in African music, our sector is growing. »
Boomplay is booming! The Chinese streamer established itself last year with offices in Abidjan. And there are already three million Ivorian users according to Téhui Yacé, Boomplay’s representative in Côte d’Ivoire. He is responsible for finding French-speaking West African artists, but also podcasts. With one objective: Getting closer to the general public, because that’s what worked in English-speaking countries. And it works, because Boomplay is the leader. »
Struggling boomplay in French-speaking Africa
Leader on the continent ahead of the giants Apple and Spotify, for the moment, Boomplay is still struggling in French-speaking Africa. So what’s the problem ? ” It’s the price of the datasays the representative of Boomplay in Côte d’Ivoire. ‘Cause when I see the results in terms of popularity of the app, if we had a lower cost data, I am convinced that the results would be better. There is another significant obstaclespecifies Téhui Yacé, is that the majority of users opt for the freemium formula, that is to say, the free formula, mBut it is not the model that brings in the least revenue. » (Editor’s note : that of listening with )
However, the Boomplay model makes it possible to fight against music piracy, because with , artists from the continent can be remunerated. The platform is the only one to put the independents so much forward. Example with Dean EA, Ivorian rapper. Thanks to the distribution of his EPs, this self-produced musician can now devote himself 100% to music. « The most important thing was to give me visibility. Thanks to Boomplay, I was able to climb into a good number of playlists, which promotes the notoriety of an artist “, he testifies.
In one year, a hundred Ivorian musicians have been able to monetize their works thanks to the 100% African streamer.
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