Analysis

Mkito boss on digital music’s evolution in East Africa


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As a collection of music markets, Africa is a mystery to much of the western music industry. Even global body the IFPI only publishes detailed figures for one country, South Africa, in its annual report.

That means an environment where interesting digital music services don’t get the profile they deserve in the developed world. Spinlet is one example, but another is Mkito, a service focusing on East Africa.

It’s one of the ventures of Nadeem Juma, an entrepreneur who co-founded the first mobile banking platform in Tanzania, before launching digital agency AIM Group, where he is chairman. He gave Music Ally the lowdown on Mkito.

“Mkito in its current version is a web app launched in April 2014. It is a freemium platform, providing users 10 free downloads a month which are ad-supported, and the option to purchase ad-free songs,” said Juma.

The store has mainly grown organically with “very little” investment in marketing, but it has been finding an audience among music fans.

“Currently we have just about 700,000 registered users with about 35% of them 30-day active. This translates into just over half a million downloads a month currently with about 4-6% growth month on month,” said Juma.

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Stuart Dredge

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