The digital music landscape has experienced a remarkable transformation, fundamentally changing how artists connect with audiences worldwide. In Africa, several innovative companies have emerged as key players in this evolution, facilitating music distribution, marketing, and artist management. Among these are M.A.D Solutions, ONErpm, Ejoya, Dvpper Digital, and The Plug Entertainment. These companies have redefined how music is distributed, marketed, and monetized, offering independent artists opportunities to reach global audiences. From empowering Afrobeats and gospel artists to leveraging modern digital tools for fan engagement, these platforms provide crucial services that shape the future of African music. This article explores their unique contributions and how they are paving the way for the next generation of music talent.
M.A.D (Measurable Accurate Digital), : Over the years, M.A.D Solutions has achieved notable milestones, such as distributing Simi’s chart-topping album and contributing to the resurgence of P-Square. In 2021, it partnered with Chordcash to provide funding for independent artists and launched a tripartite agreement with Artsplit and Engage, allowing fans to invest in artists’ royalties. In 2023, M.A.D Solutions surpassed 3 billion streams across its catalog.
The inception of Engage has introduced “Spin with Engage” a DJ Mix curator and supplier highlighting some of the most enthralling DJ Mixes across Africa which includes DJ Neptune, DJ Xclusive, DJ Voyst, DJames, DJ Consequence, and many more. The main purpose of ‘’Spin With Engage’’ is to continue building a musical audience influenced by the quality of mixes performed by renowned DJs who can virtually bring an ample mood to life.
With an array of new products launching in the fourth quarter of 2022, M.A.D Solutions still has a goal to create an ecosystem where independent artists and labels can secure their future in the music business, and achieve their long-term goals. Recently, M.A.D Solutions proudly announced the expansion of its gospel music roster following the addition of some of the continent’s most celebrated artists: Judikay, Tim Godfrey, and Neon Adejo.
Currently, one of Africa’s biggest music communities and official curators on Apple Music and Audiomack, Engage is constantly creating opportunities for artists’ communities that will subsequently accelerate exposure and ensure rapid scaling of listenership through various playlist campaigns and DJ Mixes. With the ever-evolving digital age, M.A.D Solutions helps to deliver value to music professionals locally and internationally; using a mix of technology, and marketing experience to build trust and maximize revenue potential from Africa to the World & Vice versa.
ONErpm (ONE Revolution People’s Music) is a digital distribution service and fan engagement platform founded in 2010 by Emmanuel Zunz and Matthew Olim, the latter one of the co-founders of CDNow, a pioneer in digital music. The company offers such services as direct-to-fan sales, distribution to multiple web outlets including iTunes, Spotify, Amazon MP3, Radio, Google Music, Deezer, eMusic, YouTube, music sharing widgets and an app that allows artists to stream and sell music on Facebook. ONErpm is home to more than 300,000 artists and has more than 5,000 YouTube channels in its MCN. According to information from the site, ONErpm charges no upfront fees and gives 85% of sales to artists and labels in a nonexclusive deal,so artists’ rights are preserved and they can distribute content using Creative Common license.
In 2013, OneRPM began offering a free package that includes distribution to Radio, Grooveshark and YouTube in which artists can now receive revenue generated from advertising on the video platform. It distributes music from artists like Metric, Tame Impala, Brett Kissel, Ozomatli, Cabas and important Brazilian artists like Erasmo Carlos, BNegão, Chitãozinho & Xororó, Emicida, and Leoni.
In 2020, ONErpm signed a deal with 112 & Bobby Shmurda. In 2024, Canadian band MAGIC signed to ONErpm to release their album ‘Inner Love Energy’.ONErpm’s statistics include 8 billion video plays per month, 500 million subscribers, and two billion audio streams per month. The company has 43 offices around the world, including offices in New York City, Malaysia.
ONERPM continues to shape the digital music landscape by prioritizing transparency and artist empowerment, making it an ideal partner for modern musicians navigating today’s competitive digital marketplace.
Ejoya is a Lagos-based music distribution, marketing, and publishing company, launched in 2020, an initiative featuring established artists and fresh voices in Afrobeats and other genres like Amapiano and Hip-Hop. It is a vibrant platform showcasing Nigeria’s emerging music talent, particularly through its Ejoya Class compilation series. Also, supports artists with distribution and promotion services, helping them reach major streaming platforms and grow their audiences recently dropped the third edition of its “Class Of” series. The albums in this series pull together a wide array of songs from artists around the world, but at their core, the music is unmistakably Nigerian. With most of the featured artists being young, up-and-coming talents, there’s a distinct futuristic vibe, hinting that we’re listening to the stars of tomorrow. The 2022 edition highlighted talents such as LADIPOE and Terri alongside newcomers like Whoisakin and Tim Lyre, celebrated for their cohesive sound and smooth transitions.
Beyond compilations, it strikes a perfect balance between traditional Nigerian sounds and modern global influences. The vocals and melodies often feel like they’re coming from different corners of the world, but the percussion and horns keep everything rooted in Nigeria. The horns, in particular, drive the album—they introduce and wrap up most tracks, connecting the songs and creating a seamless listening experience.
Dvpper Digital is an ever-dynamic player in the Nigerian music industry, focused on music distribution which is under the leadership of Damilola Akinwunmi. Dvpper is a music platform that’s making waves in the industry by focusing on artist management and music distribution. The platform empowers artists to share their music globally, helping them connect with fans and thrive in a competitive market. It not only distributes music but also partners with artists on their journey to success. However, the company has been recognized as a leading distribution entity, reflecting its commitment to artist development and market impact
The company has successfully navigated the complex landscape of digital streaming, helping artists like Seyi Vibez, Shallipopi. and Omah Lay achieve significant milestones. In this vein, it has facilitated numerous artists reaching top positions on platforms like Apple Music and Spotify.
A part of its kind, Omah Lay’s “Soso” became the most streamed record on Apple Music Nigeria, and he hit 1 billion streams on Spotify in October 2023. It gives full support to new artists through a comprehensive range of services designed to enhance their visibility and success in the music industry. It exemplifies how effective leadership and innovative strategies can empower artists in a competitive industry. The platform empowers artists to share their music globally, helping them connect with fans and thrive in a competitive market.
The Plug Entertainment is a music distribution, marketing, and publishing company founded in 2016 by Asa Asika and Bizzle Osikoya, who has earned a solid reputation for putting their clients first. After merging with TopBoy Entertainment in September 2023, they’ve been able to offer even more in terms of marketing and branding while continuing to lead in talent management across music, art, and sports. Plug Entertainment has been making its mark in Nigeria’s music scene as a major player in talent management and music services. Recently, they took a bold step forward by launching ‘’The Plug Publishing” a new arm dedicated to giving artists and songwriters unwavering support. This division is all about handling the technical side of things—like registering songs and managing copyrights—so creators get paid fairly for their work.
One thing that stands out about ’’The Plug Publishing‘’ is how focused they are on sync licensing. This means they actively look for opportunities to place artists’ music in films, TV shows, games, and more, helping them reach a wider audience and earn money in ways that go beyond just music sales. Their client list is impressive, too. They manage some of Nigeria’s top stars, like Davido, Oxlade, and CKay, while their sports division represents big names like Asisat Oshoala and Tobi Amusan. This diverse portfolio shows just how versatile and forward-thinking the company is.
Overall, The Plug Entertainment is pushing boundaries in the world of artist management, focusing on collaboration and creativity to help their talent succeed in an ever-changing industry.
