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‘CNN Marketplace Africa’ Explores Nigerian Music Industry

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This week, ‘CNN Marketplace Africa’ explores the Nigerian music industry, which is increasingly generating both revenue and recognition worldwide.

By 2019, Pricewaterhouse Coopers predicts that Nigeria’s entertainment and music industry is predicted to surpass $8 billion.

This year, the South by Southwest conference in Austin, Texas, included a panel on the Nigerian music industry for the first time.

At the conference, ‘Marketplace Africa’ met with artists and industry insiders to learn what makes Nigeria such an appealing market, and to hear what they believe can be done to assure that Nigerian musicians and artists will generate revenue and recognition for years to come.

Sony are the first major record label to operate in Nigeria, indicating a more global direction for the country’s music scene.

‘Marketplace Africa’ speaks to the General Manager of Sony Music in West Africa, Michael Ugwu, who reveals what their involvement signifies: “It’s a big deal for Sony, it’s a big deal because it says we are taking this market seriously. Not just by talk or rhetoric… it’s let’s get functional, physical offices with a physical manager running a business in West Africa.”

Sony have already signalled their intent by signing several Nigerian musicians to their new label, including one of Nigeria’s most popular artists, Davido.

Ugwu explains to ‘Marketplace Africa’ how this new deal can help artists like Davido become a more global figures in the industry: “Davido sells out stadiums.  60-70,000 people. You know as big as you get in Africa, it’s hard to now cross territories, and that’s where we come in.  We’re going to help him scale up and create more impact globally.”

Whilst other Nigerian artists such as WizKid, D-Banj and P-Square have also found success by reproducing a classic Nigerian afrobeat sound for to a global audience, ‘Marketplace Africa’ learns how this is not the case for many upcoming artists in the country, who are struggling to support their art.

DJ Cuppy, who spoke on the SXSW panel, explains to the programme: “As an artist it is very challenging.  Nigeria doesn’t have the infrastructure to pay out royalties or give artists the right publishing arrangement, so artists are having to depend on endorsements and shows to keep their creative going.”

Born in Lagos, DJ Cuppy now travels around the world mixing Afrobeat with other international sounds.  With the ever-increasing importance of mobile technology to the global music industry, DJ Cuppy is not the only one who senses reform coming to Nigeria.

According to Bloomberg, mobile music sales generate $150 million annually for Nigerian artists, as well as offering the largest distribution platform for digital music and world music.

‘Marketplace Africa’ hears from Ademola Ogundele, the Co-Owner and CEO of one of Nigeria’s most popular music sites, NotJustOk.com, on how mobile technology is influencing upcoming artists: “With a growing digital environment artists are now becoming more informed with what they do.  They’re learning that actually – ‘I should be getting royalties, I should have a publishing deal’… so people are realising their skills and their talent is worth something.”

As the Nigerian music industry evolves further, Michael Ugwu explains some of the other challenges on the horizon to ‘Marketplace Africa’: “A lot of artists tend to write their own music.  We haven’t built up an ecosystem of songwriters… As big as Beyoncé is, she needs songwriters, as big as Sam Smith is he needs song writers… so we need to get that right.”

‘Marketplace Africa’ also hears from the Co-Founder of Mixerpot, Rab Bakari, who represents young African musicians, on the direction he believes Nigerian music needs to take: “We need collaborations where Nigerian artists are writing songs for American based artists or actually producing for American based artists.”

‘Marketplace Africa’ asks Ugwu for his predictions on how the Nigerian music industry will develop in the next five years.

Ugwu explains: “I think five years from now, people are going to be paid a lot more from this industry. 100 percent I believe that is going to happen. That’s the trend. People are going to consume music and they are going to pay to consume that music because it’s going to be convenient to consume world class, top quality local and international music.”

 


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Youth Talent Takes Center Stage as T2 Ignites High-Octane Rap Battles @ Carnival Calabar

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The energy at the Carnival Calabar Music Concert reached a new high as T2 introduced a first-ever rap battle platform, giving young Nigerians an electrifying stage to showcase their talent, creativity, and self-expression while competing for exciting prizes.

Held at the U.J. Esuene Stadium, the activation blended pulsating music, vibrant culture, and youthful energy into a dynamic celebration that kept thousands of carnival-goers fully engaged from start to finish.

Eight fearless contestants stepped into the spotlight, going bar for bar in an intense lyrical showdown. Rappers fused local languages, pidgin, and sharp punchlines, creatively weaving the T2 brand into their verses.

Anchored by the energetic hosting duo MC Double I and MC Princess, the rap battles thrilled over 16,000 attendees, including the Governor of Cross River State, Senator Bassey Otu, delivering an unforgettable showcase of youth talent and cultural expression.

With prizes including fridges, gas cookers, sound systems, and airtime top-ups, the competition remained fierce throughout the night. After two high-energy rounds narrowed the field to a five-man final duel, Emmanuel Eye emerged as the overall winner, taking home the grand prize — a fridge.

“I never expected this at all,” Emmanuel said. “I came to the concert like anyone else, and hearing about the T2 rap battle was a surprise. When I got the chance to perform, I just went for it. Being named the overall winner is amazing, and I’m grateful to T2 for creating this platform to showcase our talent.”

Beyond the stage performances, T2’s presence added a digital layer to the carnival experience. As part of its role as Digital Technology Partner of Carnival Calabar, the brand introduced the MyT2 App as a lifestyle companion, while also enabling line reactivations, airtime top-ups, and instant rewards for hundreds of attendees, blending technology seamlessly into the live celebration.

Commenting on the activation, Chinelo Manefo, Specialist, Events and Sponsorship at T2, said:

“The energy from both the rappers and the crowd was incredible. This platform reflects exactly what T2 aims to create — a celebration of youth, creativity, and culture, enhanced by technology that connects people and experiences. Seeing the audience so immersed shows how music and performance can empower the next generation.”

The Carnival Calabar Music Concert, headlined by Tiwa Savage, Timaya, and top local performers, was further energized by T2’s interactive rap battle platform. By blending music, culture, youth expression, and digital innovation, T2 reinforced its commitment to championing Nigeria’s next generation, giving young creatives a stage to shine while enriching how they experience the festival.

 


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Aig-Imoukhuede Foundation Wrapped Up 2025 with Real Change in Governance, Health, Media Across Africa

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Aig-Imoukhuede Foundation has announced its 2025 achievements, marking a year of accelerated impact, systemic reforms and innovation in public leadership and service delivery across Africa.

Aig-Imoukhuede Foundation Wrapped Up 2025 with Real Change in Governance, Health, Media Across Africa

Aig-Imoukhuede Foundation

A statement issued on Wednesday in Lagos said the foundation strengthened governance, improved primary healthcare, drove digital transformation and elevated media’s role in promoting public sector accountability.

It said the AIG Public Leaders Programme (PLP) trained 72 public sector leaders from Nigeria, Egypt, Tanzania, Cameroon, Zambia, Malawi and Kenya—its fastest growth to date—bringing the alumni network to 309.

These alumni are driving 237 reform projects to enhance public institutions, from faster decision-making to greater transparency, with nine promoted to higher roles for their contributions.

On civil service modernisation, the foundation accelerated digitalisation at the Office of the Head of the Civil Service of the Federation (OHCSF), streamlining 19 processes and achieving a 75 per cent increase in work speed through automated workflows.

It also trained over 400 officials from the Federal Ministry of Justice, Federal Civil Service Commission and Federal Ministry of Innovation, Trade and Investment in digital skills to support the FCCSIP 25 initiative and ongoing digital rollouts.

In healthcare, the Adopt-A-Healthcare-Facility Programme renovated four primary healthcare centres in Edo State, boosting antenatal visits by 73 per cent, immunisation coverage over 100-fold and fully vaccinating 554 children, while supporting 6,788 patients.

The foundation recognised 18 outstanding public servants with ₦500,000 each via the Emily Aig-Imoukhuede Endowment Awards and received a partnership award from the OHCSF for civil service reform efforts.

To empower media, it trained 50 journalists from top Nigerian media houses in impact storytelling, data analysis, visual and ethical reporting to better inform citizens on public sector changes.

Over five years (2021–2025), the foundation invested £2.6 million in PLP, saved ₦2.38 billion for the public sector through capacity building, trained 1,500+ civil servants, upskilled 660 digitally, trained 40 permanent secretaries and awarded 33 scholarships driving seven policy changes.

Other milestones include digitising 5,000 files, automating 333 processes, a 61 per cent efficiency gain, 60 per cent digital file creation at OHCSF, 128 excellence awards, 116 process reforms, 23 advocacy projects, 25 capacity initiatives, 18 podcasts, four healthcare articles, three policy papers, 23 adopted PHCs (four renovated) and 878+ fully immunised children aged 0–9 months.

Executive Vice Chair, Mr Aigboje Aig-Imoukhuede, said: “2025 was a year of real, measurable impact. From training hundreds of public servants to improving healthcare, helping ministries go digital, and equipping journalists to tell stories that matter, our work is making governments work better for citizens and communities across Africa.”


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Showmax Unlocks Easier Payments for Nigerian Subscribers via Baxi

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Showmax, Africa’s leading streaming service, has expanded its payment options in Nigeria through a partnership with Baxi by Onafriq, giving customers an easier and more convenient way to subscribe and stay connected to world-class streaming entertainment.

Started Monday, 22 December 2025, existing Showmax customers can log into the Baxi by Onafriq app, select and pay for any of Showmax plans including: Showmax Entertainment Mobile, Showmax Entertainment (All Devices), Showmax Premier League Mobile, Showmax Entertainment (All Devices) + Premier League Mobile, Showmax Entertainment Mobile + Premier League Mobile.

This update allows customers to complete their entire subscription process within the Baxi app, delivering a more efficient payment experience.

Alternatively, existing customers with verified mobile numbers can top up their Baxi by Onafriq app or through its Baxi POS agent device to load funds directly into their Showmax account. These funds can then be used to pay for a Showmax plan.

For new customers, subscribing is also seamless. After creating a Showmax account on their mobile device, they will receive an OTP via SMS or WhatsApp, which allows them to verify their mobile number and immediately return to the app to top up and activate their subscription.

Speaking on the announcement, Tope Oshunkeye, Executive Head of Marketing, West Africa, MultiChoice, said: “With these new payment options from Baxi by Onafriq, we are making streaming on Showmax more accessible, allowing our customers to pay quickly and securely through a trusted financial service provider. This is a significant step forward in our mission to deliver world-class streaming experiences for our customers”.

“This launch is about making entertainment access seamless,” said Mxolisi Msutwana, Managing Director, Anglophone West Africa, Onafriq. “By automating the renewal process, we are not only providing greater convenience for customers but also helping to drive the adoption of digital payments across Nigeria.”

With more people turning to digital services, Showmax is doubling down on its commitment to make it affordable and effortless for customers to access and stream the stories they love. By partnering with Baxi by Onafriq, a popular agent and digital payment network, Showmax is meeting subscribers where they already are.

Showmax, launched in 2015 and available in more than 40 markets across the continent, is a leading African streaming service. It offers a unique combination of original African content, first and exclusive international series, popular movies, premium documentaries and the best kids’ shows, plus a mobile-only product to watch the Premier League.

Onafriq is an omnichannel network of networks, making borders matter less by providing our partners with a single pathway to unlock the full power of cross-border and cross-platform payment solutions. With a network spanning 43 African markets, Onafriq connects over 1 billion mobile money wallets, 500 million bank accounts, and over 400,000 agents in Nigeria, enabling domestic and cross-border disbursements and collections, card issuing and processing, agency banking, and treasury services.

In Nigeria, Onafriq operates as a B2B payments enabler with an extensive agency banking network through its flagship product, Baxi. Baxi connects over 400,000 agents nationwide, offering essential financial services such as bill payments, airtime and data purchases, funds transfers, cash-in and cash-out transactions, and more, driving financial inclusion and providing seamless access to digital financial services for millions.

 


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