In an important step in the fast changing face of music distribution in Africa, MTN this week announced the launch of the song “Tchelete” or “Good Life” via its MTN Play entertainment platform.
The song is a collaboration between South African pop group Makifizolo and Nigerian pop sensation Davido, and was facilitated by South African music producer, Oscar ‘Oskido’ Mdlongwa. In South Africa, the song will be called ‘Tchelete’, which means money, and in the rest of the MTN markets, including Nigeria, it will be known as ‘Good Life’.
The song is being distributed via MTN Callertunez, which is available via MTN Play across MTN markets, and the collaboration will also be released as a music video.
MTN Callertunez has been successfully utilised to distribute music in Nigeria, allowing artists to monetise the distribution of their music in an industry marred by piracy.
“MTN is always looking at ways to bring the best local content to its customers. For this reason, we are very excited about the collaboration between Nigerian and South African artists as it further showcases the musical talent on our continent. We are particular proud that our customers will have access to such rich content at their fingertips via MTN Callertunez,” says Pieter Verkade, MTN Group Chief Commercial Officer.
Launched in 2008, the MTN Callertunez service has grown to become one of the safest and largest distribution platforms for music content in Nigeria, with just under 30 000 000 Callertunez subscribers.
It is this success that has prompted artists to look to MTN to grow their businesses.
“MTN is investing in music, and distributing our music in this manner helps artists counter piracy, while also developing a new revenue stream. For us as artists, the collaboration between Mafikizolo and Davido was another important example of how we can unite and work together,” says Oskido.
Davido and Mafikizolo first met at MTN Nigeria’s Elite Night event in December last year, where they both performed. The meeting resulted in the birth of ‘Tchelete’ or ‘Good Life’.
“MTN is focused on promoting local content on its entertainment platforms, and music is an important part of that strategy. We also wish to provide artists with channels to deliver content to their fans in an innovative and secure manner. MTN Callertunez cannot be pirated or duplicated and therefore presents a unique solution to the distribution problem in most of our markets,” adds Gary Finch, Head of Content, MTN Group.
A more recent example of how MTN Callertunez is successfully monetising content is that of Harry Song, an MTN Nigeria music ambassador who recorded over 3.5 million downloads within three weeks, for his tribute to Nelson Mandela.
“Looking at the success of MTN Callertunez, we are hoping for big numbers of downloads of the Mafikizolo and Davido song. We also hope that this initiative will break stereotypes that artists have about collaborations. In the near future, we look forward to facilitating collaborations between international and local artists,” says Verkade.