The Evolution of Music Distribution in Nigeria: From Vinyl Records to Digital Streaming

By Ahmed Olayiwola

Music is a sensuous art that transcends the understanding of its study. It’s a therapeutic tool, a social reformer, a didactic means, and a chest for integral cultural happenings, among others.

It’s no naysay that it crisscrosses the continents of the world seamlessly, opening new borders and connecting people together. Currently, the wave of Afrobeats has severed barriers of all sorts. The totems that have held the mic in the fading decade—Wizkid, Davido, and Burna Boy—have witnessed the meteoric rise of new artists like Asake, Rema, and Fireboy.

However, the staggering height of the genre can never be adequately discussed without delving into the distribution of music in Nigeria, from the earliest days of the genre, its evolution, and the key players.

Through vinyl records, radio broadcasting, live performances, cassette tapes, and record shops, music was distributed during the early days of the Nigerian entertainment industry. Popular among the companies involved in music distribution in the late ‘90s were Polygram, EMI, and Premier Music. Music legends, including the pioneer of Afrobeats, Fela, as well as King Sunny Ade and Ebenezer Obey, benefited from the services of these companies. Unlike now, with lesser opportunities for independent artists, it was a bleak situation for those without record labels, as they rarely had the chance to be promoted.

At the earliest stages of Afrobeats, piracy posed a significant challenge. Artists would release their music, but pirates at the Alaba market consistently exploited them. One of the consequences of piracy at the time was the low to nonexistent revenue generation from their sold-out songs. Many artists survived primarily through proceeds from live performances and organized shows. Entertainment law only developed more recently with the rise of Afrobeats, and back then, there was little awareness of how artists could protect their intellectual property and fight against exploitation.

The advent of technology in the early 2000s changed the course of music distribution in the Nigerian entertainment industry. This marked the beginning of contracts between artists and telecommunications companies, who used their songs as phone ringtones.

Companies like NotJustOk, launched in 2006, followed suit in music distribution. IROKING, a subsidiary of IROKO Partners, was launched in 2011, the same year as Spinlet. While Soundcity was primarily a TV station, its website also became a platform for digital music distribution. NaijaMusic entered the business as well.

These platforms, although rudimentary, played a pivotal role in enabling Afrobeats to reach a wider, tech-savvy audience, allowing artists to bypass traditional record labels and directly connect with their fans. Nigerian stars such as D’banj, 2Baba (of “African Queen” fame), and P-Square were among the first to benefit from this new distribution model.

With the introduction of platforms like Spotify, Boomplay, Apple Music, Audiomack, and others, artists continued to work assiduously, propelling Afrobeats into a global music phenomenon. In 2010, artists no longer needed major record labels to reach international audiences. Music could now be distributed digitally, allowing fans across the world to access it with just a click. These streaming platforms, with their carefully curated playlists, allowed artists such as Davido, Burna Boy, and Yemi Alade to connect with millions of new listeners around the world.

A key turning point for Afrobeats came in 2014 when Wizkid’s “Ojuelegba” caught the attention of international stars like Drake, leading to global collaborations that propelled the genre onto the global stage. Nevertheless, MAD Solutions has emerged as one of the most reliable music distribution companies in the industry.

The leadership behind MAD Solutions, including founder Bugwu Aneto-Okeke, CTO Saheed Albert, and VP of Operations Femi Sanusi, is laser-focused on innovation. Their partnerships with companies like Chordcash, ArtSplit, and Engage have opened up new funding opportunities for artists, while their use of advanced technology keeps the company on the cutting edge of the industry. MAD Solutions isn’t just the leading music distribution company in Africa—it’s a force dedicated to nurturing emerging talent and expanding the global influence of African music, driving both cultural exchange and artistic triumphs across continents.

These strategic partnerships have solidified MAD Solutions’ place at the forefront of the industry. In 2021, the company joined forces with Chordcash, an investment firm, to provide independent artists with the financial resources they need to thrive. A year later, MAD Solutions partnered with ArtSplit and Engage, introducing an exciting new model where fans can invest in their favorite musicians by purchasing shares in their royalties or artwork. This forward-thinking approach has provided artists with alternative ways to fund their careers and engage more deeply with their fans.

Lately, there are some companies who have been instrumental in the distribution of songs in Nigeria and in the international music scene. Noteworthy is NotJustOK. It started as a personal blog by Ademola Ogundele in 2006, drawing inspiration from Seth Godin’s book “Purple Cow: Transform Your Business by Being Remarkable.” Initially, it wasn’t focused on music but gained attention after Ademola uploaded a clip of 9ice performing at Nelson Mandela’s 90th birthday concert. This pivotal moment attracted a significant increase in traffic to the site, leading to its evolution into one of Nigeria’s most popular music platforms. Today, with over 1.2 million viewers monthly from 183 countries, NotJustOK has become a crucial part of Nigeria’s music industry, providing a platform for both emerging and established artists.

Under the management of Ademola Ogundele and Ovie Ofugara, NotJustOK continues to grow, despite operating with a relatively small team. September, 2014, they expanded by launching a mobile app for iOS and Android devices, allowing users to access their content more easily. The platform has since extended its services beyond just music hosting, offering streaming through its “Mino Music” service. This has created even more opportunities for emerging artists to get their music out to the world, and it’s played a vital role in the rise of Afrobeats on a global scale.

DistroKid was founded by tech entrepreneur, Philip Kaplan in 2013 with the goal of making digital music distribution simple and affordable for independent artists. From the start, DistroKid stood out for its transparent model, allowing artists to upload their music to streaming platforms like Apple Music and Spotify while retaining 100% of their earnings. This straightforward approach quickly gained popularity among musicians who appreciated the ease of use and control over their revenue. Today, DistroKid serves hundreds of thousands of artists globally, helping them manage their releases and royalties effectively.

DistroKid has expanded its offerings to include tools like “Teams,” for automatic revenue splits, and “HyperFollow,” which helps artists grow their fanbase. It has been particularly useful for Nigerian artists, allowing them to distribute music globally without traditional label support. By giving artists more control over releases and earnings, DistroKid has empowered a new wave of independent musicians to reach wider audiences. Its ease of use and affordability have democratized music distribution, enabling even emerging talents to compete on a global scale. With advanced analytics and promotional tools, artists can track their growth and directly engage with fans, creating sustainable careers in the digital music industry. As more artists adopt this model, traditional gatekeepers are losing ground, ushering in a new era of creative autonomy.

Ditto Music was founded in 2005 by brothers, Lee and Matt Parsons in the UK, initially as a music management company. It quickly transitioned into a digital music distribution service aimed at helping independent artists and labels get their music onto platforms like Spotify, Apple Music, and Amazon. Ditto became notable in 2007 when it distributed the single “Blag, Steal & Borrow” by Koopa, making it the first unsigned band to enter the UK Top 40—an achievement that landed in the Guinness Book of World Records.

With a subscription model starting at £19 per year, Ditto offers unlimited releases and allows artists to keep 100% of their royalties.
Ditto Music’s service extends beyond simple distribution. It also offers PR, social media management, and playlist pitching, providing artists with the tools they need to grow their careers. Some of the artists who have benefited from Ditto’s reach include prominent British acts as well as a number of rising stars from Nigeria. The platform’s ability to offer a comprehensive package of support has made it a popular choice for independent artists looking to expand their presence in both local and international markets.

Over the years, Ditto has earned numerous accolades, including recognition on The Sunday Times Fast Track 100 list, underscoring its role as a leader in empowering independent artists. By offering a full suite of services that go beyond just distribution, Ditto has helped artists take control of their careers and navigate the complexities of the music industry, ultimately playing a key role in reshaping how music is released and promoted globally.

Founded in 2016 by Asa Asika and Bizzle Osikoya, The Plug Entertainment has rapidly grown into one of Africa’s leading entertainment agencies. With a focus on talent management, music distribution, and publishing, the company represents some of Nigeria’s top artists. Asa Asika, known for managing Afrobeats star Davido, and Bizzle Osikoya, an influential A&R executive, combined their expertise to push the Afrobeats genre forward globally. They’ve been instrumental in the success of major hit albums like Davido’s “Omo Baba Olowo: The Genesis” with popular songs like “Ekuro,” “Dami Duro,” among others.

Beyond music distribution, The Plug Entertainment has expanded into licensing, publishing, and event curation, offering a comprehensive range of services for its clients. The company prides itself on its ability to help artists navigate the complexities of the entertainment industry, from marketing and merchandising to tour promotion. Their goal is to not just manage careers, but to elevate their clients to new heights, helping to create lasting legacies for African artists on the global stage.

The rise of digital distribution has been a game-changer for Nigerian artists, allowing them to seize greater control over their music and earnings. Platforms like TuneCore, DistroKid, and MAD Solutions have enabled musicians to reach a global audience, a key factor in the worldwide explosion of Afrobeats. Curated playlists on Spotify and Apple Music, along with viral hits on TikTok, have catapulted songs like CKay’s “Love Nwantiti” into global stardom. Apart from this, 2024 has introduced budding artists like Rybeena, TML Vibes, Fola, OML, among others, to the Nigerian music scene. Meanwhile, algorithm-driven recommendations on YouTube and Audiomack have only solidified Afrobeats’ international presence.

Of course, challenges remain—streaming revenues in Africa are still comparatively low, and piracy is an ongoing issue. But the future is bright. With companies like MAD Solutions at the helm, driving innovative distribution strategies, and emerging technologies such as NFTs offering new revenue streams, Nigerian artists are poised to continue breaking barriers. With a roster of over 1,000 artists globally, MAD Solutions has played a key role in launching debut albums, EPs, and early singles across various genres, though its primary focus is on Afrobeat music. The evolution of Afrobeats’ distribution, from physical records to streaming dominance, reflects the resilience and creativity of Nigerian musicians, solidifying their status on the global stage.

In conclusion, the evolution of music distribution in Nigeria, from physical formats like vinyl records and cassette tapes to digital platforms such as Spotify and Boomplay, has played a pivotal role in shaping the global success of Afrobeats. Companies like MAD Solutions have been instrumental in leveraging new technologies and strategic partnerships to promote African artists worldwide, providing them with tools for both financial independence and global reach. As digital platforms continue to advance and new models like NFTs emerge, the future of music distribution for Nigerian artists looks even more promising, positioning Afrobeats as a dominant force on the international stage.