Tems’ Manager Reveals Shocking Streaming Disparity: 1 Million Streams in Nigeria Worth Just $300

Muyiwa Awoniyi, the manager of Grammy-winning Nigerian artist Tems, has shed light on the stark contrast in streaming revenues between Nigeria and more economically developed countries. During a recent appearance on the Afrobeats Intelligence podcast, Awoniyi disclosed that while one million streams in Nigeria generate approximately $300, while the same number of streams in Sweden fetch between $8,000 and $10,000.

This significant disparity underscores the challenges faced by Nigerian artists in monetizing their music through streaming platforms. Awoniyi attributes this issue to several factors, including the affordability of music streaming subscriptions in Nigeria, which are priced as low as N900 (approximately $1.20), and Spotify’s territorial payment structure. He explains that Spotify treats streams based on the region from which they originate, meaning streams from Nigeria yield considerably less revenue compared to those from countries with higher subscription fees and stronger economies.

Awoniyi further emphasizes the impact of Nigeria’s economic conditions on artists’ earnings, noting that the country’s struggling economy affects citizens’ purchasing power, thereby limiting the revenue generated from local streams. He recalls his early experiences with artist Nonso Amadi, where he recognized the challenges posed by Nigeria’s low streaming payouts.

This revelation aligns with sentiments expressed by other Nigerian artists, such as Burna Boy, who have advised their peers to expand their fan base beyond Nigeria to maximize streaming revenue. Burna Boy has been vocal about the need for Nigerian artists to seek international audiences to achieve financial sustainability in the digital music era.

Despite these challenges, Nigerian artists continue to make significant strides in the global music scene. In 2023, Nigerian artistes earned over N25 billion (approximately $60 million) from streaming platforms, with more than half of these royalties going to independent artistes or labels. Spotify reported that Nigerian artistes were discovered nearly 950 million times in 2023, and over 1,400 Nigerian artistes were added to Spotify’s editorial playlists during the same period.

Awoniyi’s insights highlight the pressing need for a more equitable streaming revenue model that considers the economic realities of artists in developing countries like Nigeria. As the global music industry continues to evolve, it is crucial for streaming platforms to address these disparities to ensure that artists worldwide can earn a fair income from their work.