Streaming manipulation continues to be a source of concern for the music industry: Billboard published an investigation yesterday claiming that as many as 10% of global streams could be dodgy.

It’s not just a headache for the industry’s most mature markets though.

African streaming service Mdundo’s regional music licensing lead (West Africa) Umeadi Onyekwelu has written an op-ed for startup Byta’s blog about the issues he sees.

“Looking at the music industry in Nigeria, one of the biggest problems is stream farming which has become more widespread and prominent over the years,” wrote Onyekwelu.

“In an ever-dynamic market like Nigeria where 100+ tracks are released weekly, competition is intense to top the charts and get the desired recognition which fuels the artists’ ego and their careers. Some labels/artists opt for the quick fix and use stream farming. This has greatly influenced charts all over the country.”

As elsewhere in the world, the warning here is that paying for hooky streams is an ill-fated strategy. “Eventually it will catch up and potentially ruin a career,” wrote Onyekwelu.

Music Ally’s next Learn Live webinar will help you build the strategies for artists to thrive in new international markets!

Music Ally's Head of Insight

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