Muyiwa Awoniyi, the savvy manager behind Grammy-winning sensation Tems, recently peeled back the curtain on a stark truth that lies at the heart of Nigeria’s music industry. In a revealing discussion on the renowned Afrobeats Intelligence podcast, Awoniyi delved into the harsh financial disparities that define music streaming economics in Nigeria compared to countries like Sweden, where platforms like Spotify originated.
Awoniyi’s revelations painted a sobering picture of the income chasm between regions. He disclosed that while one million streams in Nigeria translate to a paltry $300 for artists, the same number of plays in Sweden can command a staggering $8,000 to $10,000. The disparity stems from various factors such as territorial pricing strategies and the economic challenges prevalent in Nigeria.
“Do you know how much a million streams is worth out of Nigeria? It’s $300,”
Awoniyi bluntly stated during his eye-opening interview. He further explained,
“It is N900 to subscribe to Spotify, and Spotify treats things territorially.”
This territorial approach severely impacts artists whose primary fan base resides within Nigerian borders.
Drawing from his experience managing talents like Nonso Amadi, Awoniyi underscored how this harsh reality has long been apparent in the industry. The seasoned manager highlighted the irony that despite having a significantly smaller population than Nigeria, Sweden offers artists substantially higher returns due to its robust economy and higher subscription rates.
This sentiment resonates with advice previously shared by Afro-fusion icon Burna Boy. The global star cautioned Nigerian artists against fixating solely on local streaming numbers for revenue generation. Burna Boy emphasized thinking on a global scale rather than being content with regional success—a sentiment echoed by many industry insiders seeking sustainable growth for Nigerian musicians.
As the founder of BSB Management Agency—a reputable entity within the Afrobeats landscape—Awoniyi stands as an influential figure shaping the careers of budding stars such as Tems, Omah Lay , and Nonso Amadi. These rising talents have not only captured local audiences but have also made waves on an international scale—an achievement further illustrating Awoniyi’s strategic management prowess.
In essence, Awoniyi’s insights shed light on a critical aspect of Nigeria’s music ecosystem—one where artists grapple with economic challenges unique to their region while navigating opportunities for global impact. As discussions around fair compensation for creatives continue to evolve globally, these revelations serve as a poignant reminder of the complexities inherent in monetizing artistry within differing socio-economic contexts.
