‘Driving innovative solutions will redefine music streaming culture’

In this exclusive interview by DAMILOLA FASHOYIN, Aisha Mumuni, MTN Nigeria’s Chief Digital Officer, shares her thoughts on the evolving music streaming culture in Nigeria, how MTN is removing barriers for customers through innovative solutions like the Flexa Bundle, and how they can benefit from the partnership with Apple Music.

As music streaming becomes an integral part of how Nigerians consume and enjoy music, platforms like Apple Music have taken centre stage, providing users with instant access to a world of sounds. But for many, challenges around subscription payments and data usage have limited access to these platforms. In its commitment to providing a seamless experience for its subscribers, MTN Nigeria, in collaboration with Apple Music, has launched Flexa Bundle, an innovative solution that allows music enthusiasts to subscribe to Apple Music using their airtime, while also offering affordable data allowance to enable streaming. We spoke with Aisha Mumuni to understand the impact of these innovations on Nigeria’s music industry.

How well do you listen to music, and what is your favourite music genre?

Music is a huge part of my lifestyle. I think music is such a powerful medium – it allows you connect with people, experience cultures, make memories and helps to relieve stress. There are so many roles music plays in our lives, and I can’t imagine what a world without music looks like.

For my favourite genre, I’d say Afrobeats hold a special place for me, especially with the role it plays in elevating the Nigerian music industry, but I also listen to pop and jazz. It really depends on my activity at the time.

As the Chief Digital Officer responsible for MTN’s digital strategy, what are your observations on the growth of music streaming culture in Nigeria, particularly among Gen Z and Millennials?

It’s been incredible to witness the shift. I mean, there are a lot of factors responsible for the exponential growth of streaming culture in Nigeria. Reports have shown that smartphone penetration in Nigeria could hit 60% by 2025, then we have a thriving music industry that has gained immense popularity globally.

The rise in social media has also paved the way for artists to promote music and engage with their fans directly. Millennials and Gen-Z consume content regularly on social platforms like TikTok, Instagram and Twitter so they have embraced on-demand streaming services.

For stakeholders in the industry, music streaming has opened a new revenue stream for artistes and music labels. Also, music streaming platforms have started to rely on data from listener behaviour, preferences and trend to offer personalised recommendations.

The growth of the music streaming culture is fuelled by the ease of access and how integral music is to the everyday lives of our customers. For MTN, it is simply an opportunity to innovate and expand our digital services to enrich the music experience for our subscribers.

How do you think digital platforms have changed how Nigerians consume music, and what role do streaming services like Apple Music play in this transformation?

Digital platforms have redefined how we consume music. Before now, we had to wait for a radio station to play your favourite song or visit stores to purchase music albums. Now, we have unparallelled access to a library of songs and albums in our pockets. Streaming platforms like Apple Music has been pivotal in this transformation because it has provided a platform for music lovers to discover, download and stream global and local songs.

This shift has transformed the music industry, making it more inclusive, diverse and democratic.

MTN’s Flexa Bundle allows users to subscribe to Apple Music using airtime. What inspired this partnership, and how does it fit into MTN’s broader digital strategy?

Recognising the needs of our customers led to the partnership with Apple Music.  We realised that many of our customers find mobile data to be expensive, limiting their ability to access digital content the love, especially music streaming.

Music forms a huge part of our lives and culture and Apple Music is one of the premier streaming platforms in Nigeria and houses millions of songs, both local and international, that cater to everyone’s taste. With this collaboration, the Flexa Bundle reduces the perceived high cost of accessing digital content for our customers thereby enjoying their favourite tracks and playlists without worrying about data or incurring additional costs.

We believe that everyone deserves the benefit of a modern connected life, so we have been able to leverage this partnership to ensure the music streaming experience is simple, accessible and enjoyable for customers.

How does the ability to subscribe for Apple Music with airtime improve accessibility for MTN customers?

The ability to subscribe to Apple Music using airtime transforms the user experience for MTN customers by making the process more seamless and user-friendly. Instead of dealing with complicated payment methods, users can manage their subscriptions directly through their mobile accounts, simplifying the entire process. This integration ensures a frictionless experience, where customers can easily subscribe, renew, or even gift Apple Music subscriptions without needing to leave the platform or provide additional payment details. The convenience and ease of managing everything from one place enhances accessibility, making it straightforward for anyone with an MTN line to enjoy uninterrupted music streaming.

Can you walk us through the user experience of subscribing to Apple Music via MTN’s Flexa Bundle? How easy is it for customers to renew their subscriptions and stream content?

There are so many ways customers can access this service. It’s super easy. They can dial the USSD code *305*8# or *312*1# then respond with 9 to select their preferred Flexa bundle plans. Via SMS by texting Music1 to 8000. Our customers can also explore this service on MyMTN app, MTN Play portal, and MTN official website. The interesting part is for as low as N1750, a customer gets Apple Music subscription plus 1GB data valid for 30days to stream their favourite songs and even share their playlists on social media platforms with friends and family. They can also use the data to search for latest music news and trends over the internet at no additional cost.

Many Nigerian artists, both emerging and established, rely on streaming platforms for song releases. Do you think MTN’s partnership with Apple Music may support local talent, especially those looking to gain a global audience?

Absolutely. Apple Music is a global platform, and having access to it means Nigerian artists, big or small, can share their music with a worldwide audience. It’s exciting to see how emerging artists can gain exposure through features like the Apple Music Top 100 charts or curated playlists. Our partnership makes it easier for more Nigerians to access and stream these songs, which in turn helps these artists grow their listener base locally and globally.

Given the competitive landscape of music streaming platforms in Nigeria, how does Apple Music differentiate itself from other services, and what makes MTN’s Flexa Bundle a unique offering?

Apple Music stands out because of its user experience and its catalogue of both global and local music. You can find every genre, from Afrobeat to pop, rock, classical, you name it. Plus, with features like curated playlists, the Top 100 charts and artist radios, it’s easier to discover new music. What makes MTN’s Flexa Bundle unique is its convenience and affordability. You subscribe with airtime and get data to stream anything you want. It’s about making the experience smoother for the user.

As digital services continue to expand, is MTN planning to enhance its digital offerings for music lovers beyond the Flexa Bundle, and how does MTN envision the future of digital music consumption in the country, especially with evolving technology?

We’re always looking for ways to innovate and enhance the digital experience for our customers. Beyond the Flexa Bundle, we’re exploring more ways to integrate music into our broader digital ecosystem. As technology evolves, we see music becoming even more accessible, personalised, and integrated into everyday life. The future of music consumption is about making it as seamless and enjoyable as possible, and we plan to be right at the forefront of that in Nigeria.

Finally, do you have a favourite song out now on Apple Music that you might want people to listen to?

Yes. Tshwala Bam, the remix with Burna Boy. It captures that blend of cultures I had mentioned earlier.

With the Flexa Bundle, MTN is making sure that music streaming is accessible, affordable, and enjoyable for Nigerians, whether you’re listening to the latest Afrobeat anthem or discovering new global hits. Aisha Mumuni’s insights reflect MTN’s commitment to supporting not only the music consumption experience but also the artists behind the tunes, as they take their sounds to both local and global audiences. The future of music streaming in Nigeria looks bright, and with MTN leading the charge, it’s only going to get better.