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Deezer Enters Africa’s Burgeoning Music Platform Market

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London — There are now several online and mobile music TV platforms that have started in Africa. Some like Iroko Partners started with Nollywood film and went into music, whilst others like Spinlet have started with music and could easily go into TV programming. For broadcasters, these platforms represent another way to get to their audiences and a potential opportunity for new revenue streams. Sylvain Beletre, Senior Research Analyst, Balancing Act talks to the key players.

Over the past few years there have been several online music services in Africa including radio stations streaming. Nigeria’s Spinlet , a mobile music management and storage service launched at Midem in January 2012 and iROKING is a free music Nigerian music streaming service that came out of Iroko Partners (Nollywood Love). Also Google’s initiative to have local servers on the continent for You Tube has put a large number of African countries within reach of free local music videos.

On 12 June 2012, Deezer, a European and international music streaming service aimed at encouraging the growth of legal online music offers announced that it was now joining Africa’s digital music armada in two high potential African countries: Mauritius and Ivory Coast. There are the first countries to launch Deezer’s service in the Middle East and Africa region. It plans to rollout in about ten African countries in total with Orange, which is a minority shareholder. Currently it offers 18 million tracks from 2,000 different music labels so it has content in depth and it has 1.5 million premium users.

As part of its new content strategy, Orange is currently only one of two operators to offer a large scale unlimited music streaming service: Deezer Premium bundled with its broadband internet tariff plans in Mauritius and Ivory Coast. It seems that only Spotify has actually set up a similar agreement with Telenor. Since 2010, Orange and Deezer entered a new phase in the evolution of legal online music offer and are helping to develop them on all available digital media.

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