Broadcasting
‘CNN Marketplace Africa’ Explores Nigerian Music Industry

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.”
Broadcasting
NCAA Orders Overland Airways to Refund VAT Charged on 2025 Tickets

Nigerian Civil Aviation Authority (NCAA) has directed Overland Airways to refund Value Added Tax (VAT) wrongly charged to passengers on flight tickets purchased in 2025.

NCAA
The directive follows a social media complaint that highlighted the airline’s application of new tax policies to older bookings, prompting NCAA intervention.
Michael Achimugu, NCAA Director of Public Affairs and Consumer Protection, confirmed Friday that Overland Airways agreed to process refunds after receiving clarification from the Nigeria Revenue Service (NRS).
The issue emerged in late January 2026 when a passenger alleged on X (formerly Twitter) that her grandmother faced an extra N11,286 VAT charge at the airport for a 2025 ticket. On January 28, NCAA summoned the airline to justify the additional payments for pre-2026 tickets.
The regulator sought NRS guidance on retroactive VAT application. NRS ruled that updated VAT rules, effective January 1, 2026, exclude tickets issued before that date.
Achimugu updated on X: “This means passengers who paid VAT at check-in in 2026 for 2025 tickets were not supposed to be charged.”
Overland Airways accepted the clarification and pledged refunds, earning NCAA commendation for cooperation. Achimugu noted the airline initially viewed charges as valid under the new framework, but NRS interpretation prevailed.
“The issue has reached a satisfactory conclusion,” he stated, reaffirming NCAA’s commitment to passenger rights and fair policy enforcement.
Affected passengers who paid extra VAT on 2025-issued Overland tickets qualify for full refunds.
Broadcasting
MultiChoice Suspends Yearly DStv Price Hike as Canal+ Pushes Growth

MultiChoice has said that it will not implement its customary yearly price increase on DStv and GOtv subscriptions.

This is the first time the Pay-TV company will not be adjusting its price in April, as it has in previous years, signalling a clear shift in direction under its new owner, Canal+.
The decision, confirmed by David Mignot, group chief executive,MultiChoice in an interview with TechCentral, comes as the pay television operator grapples with steep subscriber losses across its markets.
For many households accustomed to annual April tariff adjustments, the announcement will be a welcome break.
Responding to questions about whether DStv prices would rise in April as they have in previous years, Mignot gave a firm response: there will be no increase.
He explained that the company’s immediate focus is on rebuilding its subscriber base, making this an unsuitable period to adjust prices upward.
He added that while there are no current plans for a price hike, the company has not completely ruled out adjustments later in the year, especially if economic conditions demand it, such as significant currency movements.
MultiChoice has historically reviewed and raised DStv subscription fees in April, often citing inflationary pressures and rising content costs. As recently as April 2025, bouquet prices were adjusted upwards by between 2.1 per cent and 7.9 per cent.
The DStv Premium package rose from R929 to R979 per month, while DStv Access, the entry-level satellite package, recorded one of the steepest increases.
This year’s pause represents a break from that pattern and forms part of a broader reset following Canal+’s acquisition of MultiChoice in September 2025.
Mignot, who brings three decades of experience in the pay television industry, summed up his mission in simple terms: halt subscriber losses and return the business to growth.
The urgency behind the move is evident in MultiChoice’s recent performance.
The group has lost 2.8 million linear broadcasting subscribers in the two years ended 31 March 2025, with roughly half of those losses occurring in South Africa.
In the financial year to end-March 2025 alone, MultiChoice shed 1.2 million subscribers, representing an eight per cent year-on-year decline and leaving the group with 14.5 million active customers.
The previous year saw an even steeper drop of 1.6 million subscribers. By June 2025, Canal+ indicated that the pace of decline had intensified further.
The financial impact has been significant. Revenue for the year ended 31 March 2025 declined by R4 billion to R52 billion, while trading profit fell sharply by 49 per cent to R4 billion.
According to Mignot, the company’s difficulties stem less from its programming slate and more from weaknesses in its commercial execution.
He argued that in subscription businesses, a churn rate of between 12 and 15 per cent annually is inevitable as customers relocate, experience job losses, adjust household budgets, or change priorities. Without attracting a comparable number of new subscribers each year, losses accumulate.
Mignot maintained that the content offering remains strong, particularly in sport and general entertainment. He cited flagship brands such as SuperSport, M-Net and Africa Magic as evidence of sustained investment in programming. However, he stressed that content strength alone cannot offset a weakening subscriber acquisition engine.
He noted that MultiChoice’s commercial machinery had performed robustly across Africa until around 2022, describing the current challenges as relatively recent.
Drawing on Canal+’s experience in French-speaking African markets, Mignot pointed out that pricing there has remained largely unchanged for close to 14 years, supported by a volume-driven approach. He described his strategy as one focused on growing subscriber numbers while maintaining profitability.
While he did not dismiss the possibility of reviewing prices downward in future, he indicated that no such decision has been taken.
Broadcasting
Spotify Marks 5 Years in Nigeria with 163.5% Listening Surge, Afrobeats Boom

Spotify marked five years in Nigeria since its February 2021 launch with dramatic year-on-year listening growth averaging 163.5% through 2025, featuring triple-digit surges early on and sustained momentum, propelled by Afrobeats streams rocketing +5,022% alongside booming genres like Amapiano (+10,330%), Gospel/Praise (+5,499%), Hip-hop/Rap (+3,020%), and R&B (+2,602%).

Spotify
Indigenous language music listening surged +554% in Nigeria in 2024 and +87% in 2025, with global growth at +141% and +41% respectively, underscoring rising demand for local storytelling sounds.
The platform’s Nigerian artist roster expanded +158%, fueling a discovery boom where average listeners (aged 26) streamed 150 different artists recently; users created over 25 million playlists, logged 1.4 million play hours in 2025 alone, and streamed 59 billion podcast hours total.
Top Artists (2021-2025): Asake, Wizkid, Seyi Vibez, Burna Boy, Davido.
Top Songs: “Remember” (Asake), “Dealer” (Ayo Maff & Fireboy DML), “Awolowo” (Fido), “Kese (Dance)” (Wizkid), “Lonely At The Top” (Asake), “Joy is Coming” (Fido), “With You” (Davido feat. Omah Lay), “Terminator” (Asake), “MMS” (Asake feat. Wizkid), “Doha” (Seyi Vibez).
Nigeria’s debut stream was Shiga Lin’s Cantopop epitomizing borderless discovery from day one.
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