Muyiwa Awoniyi, the accomplished manager behind Grammy-winning artist Tems, recently shared eye-opening insights on the financial challenges faced by Nigerian musicians in the digital era. In a revealing discussion on the popular Afrobeats Intelligence podcast, Awoniyi delved into the stark income disparities between music streaming earnings in Nigeria and more prosperous markets like Sweden, home to Spotify.
According to Awoniyi’s revelations, the disparity is staggering. He pointed out that while one million streams in Nigeria typically yield a mere $300 in revenue, the same number of plays in Sweden can translate to an impressive $8,000 to $10,000. The primary factors contributing to this drastic gap are territorial pricing strategies and Nigeria’s struggling economy.
In his candid interview, Awoniyi highlighted the impact of these economic realities on local artists who rely heavily on their Nigerian fan base. Drawing from his experience managing talents like singer Nonso Amadi, he emphasized that recognizing and navigating these financial constraints early in an artist’s career is crucial for sustainable success.
“Do you know how much a million streams is worth out of Nigeria? It’s $300,”
remarked Awoniyi during the podcast.
“It is N900 to subscribe to Spotify, and Spotify treats things territorially.”
The comparison between Sweden and Nigeria serves as a poignant example of how economic conditions can significantly affect artists’ earnings from streaming platforms. Despite having a smaller population than Nigeria, Sweden’s robust economy and higher subscription rates create a more lucrative environment for musicians.
Awoniyi’s perspective resonates with advice previously shared by Afro-fusion sensation Burna Boy, who cautioned Nigerian artists against relying solely on local streams as a source of income. Burna Boy has consistently advocated for thinking globally and expanding reach beyond domestic borders—a sentiment echoed by many industry insiders seeking sustainability and growth for African music worldwide.
As the founder of BSB Management Agency—a renowned entity within the Afrobeats landscape—Awoniyi brings valuable expertise to the table. His roster boasts exceptional talents such as Tems, Omah Lay , and Nonso Amadi; all artists who have made waves internationally and garnered significant acclaim.
Through his professional journey and insightful commentary, Muyiwa Awoniyi sheds light on the complex interplay between music streaming economics, territorial dynamics, and artistic success in an increasingly interconnected world. As African musicians navigate these challenges with resilience and innovation, their stories continue to shape the global music industry landscape with creativity and vibrancy.
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