Boomplay inks cross-platform partnership with Ayoba

The announcement was made during a live music event in collaboration with Afrobeats artist Teni in Lagos, Nigeria, on 7 December.

The collaboration will provide Ayoba users access to a wide range of music and audio content from Boomplay, including new music releases and specially curated playlists, to stream for free without incurring data charges on the MTN network. Ayoba users can also opt for Boomplay Premium via the Ayoba platform.

“Our goal has always been to make music more accessible in Africa,” Boomplay’s communications and public relations manager for Africa, Paul Azumah-Ayitey, said. “This partnership will enable us to reach more music lovers across Africa and offer them a seamless streaming experience to enjoy and share content from our extensive content catalogue with other users.”

Ayoba CEO Burak Akinci said. “We are delighted to announce the partnership with Boomplay and provide our users with an enhanced music experience. This partnership has also enabled us to increase the playlist offering and offer a broader choice of music. Our mission remains to provide the best hyperlocal content to our users across Africa and we truly believe this partnership will go a long way in achieving our goal”.

The integration has already been rolled out in various African countries, including Nigeria, South Africa, Ghana, Tanzania and Egypt.

Since the integration, Ayoba has experienced a 118% increase in streams. Ayoba has also launched music services in Ivory Coast, which has grown 425% in streams and 220% in active users in five months. Cameroon is the biggest performing market, taking 40% of the total stream share. 

In September, Ayoba developed a partnership between digital company Simfy Africa and MTN, and surpassed 30 million monthly active users (MAUs), a feat attributed to the app’s growing popularity in focus territories such as Nigeria, Ghana and Ivory Coast. The platform has also expanded into new markets, including Kenya and Tanzania, and is on track to achieving 100 million MAUs by 2025.

Boomplay boasts more than 90 million MAUs and a rich catalogue of over 120 million songs from around the world. In June, the streaming platform entered into a deal with TikTok to explore cross-promotion of trending content on both platforms via mutual playlists and content discovery.