Broadcasting
How Flavour’s Uplifted Album Changed the Game: 15 Years of Igbo Pride and Global Hits
Fifteen years ago, something truly special dropped onto the music scene: Flavour N’abania’s second album, Uplifted. This was a first showcase of his talent. With powerful vocals, masterful highlife production, and a deep connection to his cultural roots, Uplifted solidified Flavour’s reputation as a gifted artist.
At the time of its release, Uplifted smashed through borders and cultural divides, all thanks to Flavour’s deep commitment to celebrating his Nigerian roots, especially his Igbo heritage. This powerful connection to his culture has made him a major force, not just in Nigeria, particularly in the East, but also among the Igbo community dotted around the world.
The sheer success of Flavour’s cultural expression is highlighted by Spotify data from Uplifted and his other tracks. Even though his songs are deeply rooted in his culture and often sung in Igbo, they’re getting massive plays all over the globe.
Uplifted itself has stayed a big deal on streaming platforms, with its standout tracks racking up some serious numbers. Among the most-streamed hits from the Uplifted album are Ashawo Remix, Adamma, and Oyi (I dey Catch Cold). These tracks, along with other timeless fan favourites like Time To Party, Nwa Baby (Ashawo Remix), and Game Changer (Dike) have all contributed significantly to Flavour’s overall streaming success, proving their lasting appeal. Reflecting on the album’s anniversary during an exclusive chat with Spotify, Flavour revealed that for him, “Adamma” truly captured the essence of Flavour from the Uplifted album era.”
From the heart of Nigeria to global playlists: Flavour’s universal pull
Flavour’s music really does have a universal pull. His songs have popped up in over 2 million user-made playlists, which shows just how much people are connecting with and sharing his tunes. And get this: in the last three years, from 2022 to 2024, Flavour’s music has seen a growth in streams, a total stream increase of 134% globally, and a 573% increase across Sub-Saharan Africa.
While 51% of his total audience is in Nigeria, his influence stretches far and wide with the USA, UK, Canada, South Africa, and France all among his top listening countries. That’s a truly global footprint, reaching across Africa, Europe, and America.
Leading Flavour’s listenership in Nigeria is a strong showing from Lagos, accounting for 38% of his Nigerian audience. The Federal Capital Territory (FCT) and Rivers State also follow closely, making up 22% and 16% respectively, together claiming 76% of his Nigerian audience. He also enjoys love in the east as two Eastern Nigerian cities, Enugu and Onitsha, break into his global top 10. Big international cities like Greater London, Johannesburg, and New York City feature prominently too. This wide geographical spread shows how his music crosses all sorts of borders.
Who’s listening? A look at Flavour’s fanbase
Flavour’s audience is diverse with Gen Zs (18-24 year olds) as his biggest fans globally and across Sub-Saharan Africa. This strong youth appeal is vital for his long-term success. While his music celebrates women, men form the majority of his listeners globally (57%) and in Sub-Saharan Africa (63%).
The lasting success of Uplifted highlights how digital streaming has completely changed the music industry. Platforms like Spotify have given artists like Flavour ways to connect with fans everywhere. These days, streaming data gives us a clear, numbers-based look at an artist’s reach, showing that Flavour’s cultural stories, delivered in fluent Igbo, truly resonate far beyond Nigeria’s borders.
Flavour’s strong link to his Igbo roots, seen in his music, has driven his global success, acting as a cultural bridge for Nigerian traditions. The ongoing popularity of Uplifted and his other songs on streaming platforms proves that genuine cultural expression, mixed with great artistry, ensures lasting success today. As Uplifted hits 15 years, it showcases the power of culture worldwide.
A major shake‑up rocks viewers and subscribers of DSTV/GOTV as many channels are set to shut down and be removed on January 1, 2026.
The trigger for the upcoming shut‑down is a breakdown in negotiations between the owners of multiple global channels and the pay‑TV operator.
As of December 2025, the deal between Warner Bros. Discovery (WBD) and DStv/GOtv has expired and the two parties have not reached a renewal agreement.
Without a new carriage/distribution agreement, the channels belonging to WBD risk being pulled off the DStv/GOtv line‑up.
This is the most significant content cutback the service has seen in years.
The affected channels are:
Discovery Channel
TLC
Cartoonito
Cartoon Network
CNN International
Food Network
The Travel Channel
TNT
Investigation Discovery
Real Time
HGTV
Discovery Family
Paramount Africa is officially shutting down at the end of December 2025, drawing the curtain on more than two decades of operations in South Africa and Nigeria.
The company, which once reached over 100 million viewers across 52 African territories, confirmed it will close its doors as part of a massive global restructuring at its parent company, Paramount Global.
This is the same Paramount Africa behind channels like BET, MTV, MTV Base, Comedy Central, Nickelodeon, and more.
Its digital footprint has also been significant, with millions of monthly page views, social media engagements, and content partnerships across Africa.
But despite that scale, rising costs and a global strategic reset have caught up with the business.
Paramount’s retrenchment has been building for months.
Earlier this year, plans to launch a standalone Paramount+ app in South Africa were quietly shelved.
Then in August, the company said its content would remain available only via DStv and Showmax.
And last month, MultiChoice confirmed that BET Africa and MTV Base will disappear from DStv and GOtv on January 1, 2026, as Paramount Africa winds down entirely.
The shutdown is tied to aggressive cost-cutting after Paramount’s merger with Skydance. The company is targeting a 15% reduction in global staff and $3 billion in savings.
International divisions, including Africa, have taken the hardest hit as the business pivots away from linear TV and doubles down on a more streamlined streaming-first model.
At the same time, the global media landscape is being shaken by Warner Bros. Discovery’s chaotic auction. Netflix, Paramount, and Comcast have all submitted fresh bids for WBD, with some offers reportedly focusing on the studios-and-streaming division, home to HBO, HBO Max, DC, and Warner Bros. Pictures.
Analysts say the crown jewel bundle could go for as much as $70 billion, a deal that would reshape Hollywood and accelerate the decline of traditional TV.
DStv subscribers may lose access to 12 major Warner Bros. Discovery (WBD) channels, including CNN International, Discovery Channel, TLC, and Cartoon Network, from Jan. 1, 2026, if MultiChoice and WBD fail to conclude a new distribution agreement.
DStv
MultiChoice, now owned by Canal+, issued a notice to customers on Monday, warning that its current carriage deal with WBD will expire on Dec. 31, 2025, and negotiations to renew the contract remain inconclusive.
“While discussions between the parties continue, no agreement has been reached at this stage. If this remains unchanged, several Warner Bros. Discovery channels may no longer be available on DStv from Jan. 1, 2026,” the company said.
The channels at risk include Discovery Channel, CNN International, TLC, Discovery Family, Real Time, TNT Africa, Food Network, HGTV, Investigation Discovery, Cartoon Network, Cartoonito, and Travel Channel.
The development comes amid subscriber losses for MultiChoice, which has shed 2.8 million active linear subscribers over the last two financial years.
This includes 1.2 million customers lost in 2025 alone, representing an 8 per cent decline across South Africa and the rest of Africa.
In Nigeria, MultiChoice has lost 1.4 million subscribers in the past two years, largely due to repeated subscription price increases, according to Nairametrics.
The broadcaster is also set to lose additional content in the coming months. Paramount Africa will discontinue BET Africa and MTV Base from Jan. 1, 2026, while CBS Reality and CBS Justice will cease operations on Dec. 31, 2025.
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