Tidal partners with MTN Nigeria

The deal will allow subscribers of the mobile network 30 days' free access to Tidal's extensive catalogue of music, videos, concerts, interviews and news relating to the entertainment industry, as well as an opportunity for listeners to connect with their favourite musicians. After the trial, there are options for a data-inclusive Tidal membership as part of customers’ mobile plan.

“MTN has always been supportive of local and upcoming artists,” the chief digital officer at MTN Nigeria, Srinivas Rao, said. “Our partnership with Tidal is another footprint on how we continue to contribute to the growth of the music industry. We will continue to provide platforms like this that enable our customers to consume good music and connect with their favourite musicians.”

Tidal chief operations officer, Lior Tibon said: “Tidal naturally generates a hub for creatives of all backgrounds to intimately share their art. This launch taps into a nation with both rising and established performers taking over the entertainment industry, and provides a forum for artists to exchange ideas and foster growth.” 

This is not Tidal's first arrangement with MTN. In 2018, the company announced a similar deal with MTN Uganda. Nigeria is among the first countries in Africa where the service launched, with rappers Ice Prince and Naeto C among the earliest musicians in the West African country to premiere music on the platform. Speaking at the launch of Tidal and MTN Uganda's partnership, Tibon stressed how Africa had long enjoyed a reputation as "inspiration for music heard around the world and Tidal is excited to highlight the vibrant musicians on our platform." 

Moves like Tidal's expansion into Africa have been profitable to its global figures. Despite a 19.7% dip in the company's US revenues between 2017 and 2018, it enjoyed growth within territories outside the US and UK by 26.4% year-on-year to $147.6m in 2018.

Meanwhile, a Music Business Worldwide report published on 26 August revealed that Tidal had also set its sights on virtual reality (VR) concerts, having recently invested $7m in VR media platform Sensorium Corporation. 

Tidal was founded in 2015 following Jay-Z's acquisition of Norwegian public company Aspiro. It is a subscription-based platform and is now owned by Project Panther Bidco. MTN Nigeria is owned by the MTN Group, which has operations in 21 countries in Africa and the Middle East.