MTN Nigeria’s contributions to the Nigerian music industry have been nothing short of transformative, evolving from a sponsor to a foundational pillar of the entire ecosystem. Over the years, we’ve been very deliberate in how we’ve supported Nigerian music. From the start, we recognized how passionate Nigerians are about music, and we wanted to be part of that journey — not just as spectators, but as active supporters. The company’s support has been a deliberate, strategic effort to fill critical gaps, empower artists, and change the narrative around Nigerian music from “too local” to a global phenomenon.
At the time, there was a real gap. Many radio stations wouldn’t even play Nigerian music; most of what was on air was American. Nigerian music was seen as “too local.” So, we created platforms to give artists visibility and give listeners a chance to hear their own sound, such as [Yello Top 10], an early initiative that provided a crucial platform for Nigerian artists to be judged and celebrated alongside their international counterparts, giving visibility to budding talents like 2Face and the Plantation Boys.
With [Yello Concerts], MTN changed the game by treating Nigerian artists with the same respect and professionalism reserved for foreign acts. These concerts featured world-class production, security, and staging, paying artists significant fees (around N250,000 in 2003) and pioneering tours like the “2Face and Friends” series.
[Project Fame West Africa], a highly influential music reality TV show which ran for nine seasons, became a launching pad for some of Africa’s biggest music stars, including Iyanya, Praiz, Chidinma, and many others, providing them with a professional and financial head start.As the industry matured, we introduced artist endorsements, appointing them as brand ambassadors. [Industry Nite] was another example of our support — MTN partnered with and supported platforms like Industry Nite, which served as a consistent gathering place for artists, producers, and industry professionals, fostering a community and providing a stage for emerging talents.
During the COVID-19 pandemic, [Yello Star] was launched as a pioneering music talent discovery platform. It leveraged technology to enable virtual auditions and participation, showcasing MTN’s ability to innovate even during a global health crisis. This project produced Dotti, an outstanding creative artist who is now making waves in the global music space.
MTN’s contributions extended beyond the stage, providing artists with financial stability and new revenue streams. Through its [Brand Ambassadors] program, the company elevated the status of Nigerian artists to corporate partners. Deals with stars like Wizkid, Tiwa Savage, Davido, and Chidinma provided substantial financial security, with deals reportedly ranging from ₦10 million to ₦30 million. This influx of capital trickled down to the broader creative economy, benefiting producers, managers, and other service providers.
The [Caller Ring Back Tone (CRBT)] platform was another game-changer. This technological innovation created a new, lucrative income stream for musicians, allowing subscribers to pay to use their songs as ringback tones. At its peak, this platform generated significant revenue for artists, proving a sustainable model [among MTN, the aggregators, and the artists] for monetizing music in the pre-streaming era.
Of course, as technology evolved, streaming platforms emerged and shifted the landscape. Streaming allows Nigerian artists to reach global audiences — someone in China or the US can now discover and stream a Nigerian track instantly. MTN is working hard on refreshing this platform to be more user-driven and inclusive, covering gospel, traditional, and regional music.
Recognizing the need for a skilled workforce, MTN invested in long-term capacity building. Through the [MTN Foundation and MUSON], the company has supported the Musical Society of Nigeria (MUSON) School of Music since 2006, sponsoring talented young Nigerians to receive formal training in music. This has helped to professionalize the industry and produce well-rounded musicians.
With [MTN Music Plus] and later [MusicTime!], the company also ventured into the digital space, providing avenues for streaming and music distribution, and giving local artists a channel to reach a global audience.
The [MTN Next Afrobeats Star] project is a testament to the company’s continued commitment. It’s a show with an indigenous focus, inviting participants to create original Afrobeats songs over beats produced by industry giants. This initiative aims to discover and nurture the next generation of Afrobeats talent, demonstrating that MTN’s journey with Nigerian music is far from over.
Looking back, what stands out is that from giving Nigerian artists a place on the radio to making them superstar brand ambassadors, and from pioneering revenue streams to investing in education, MTN Nigeria has been a key driver in the exponential growth of the country’s music industry. From concerts and endorsements to CRBT and beyond, each initiative helped build the foundation for the music industry’s exponential growth. MTN provided the platforms, the funding, and the vision that helped transform a “local” sound into a powerful, globally celebrated cultural export.
This piece first appeared in RegalStone’s Basslines to Billions: Nigeria’s Music Market Intelligence Report.
