The African mobile music streaming market is set to hit up even further as Universal Music Group and Samsung join the fray. Both companies have recently joined forces to launch a mobile streaming service called the Kleek.
The decision to do so is a no-brainer given Africa’s massive mobile penetration numbers and the continent’s passion for music from Lagos to Johannesburg. According to both companies, the service is designed specifically for Africa and would bring music lovers their favorite artistes. Users will have access to a wide range of content from album previews and celebrity playlists to artist diaries. The service was formally unveiled at the Samsung Africa Forum in Cape Town. Samsung will be the exclusive smartphone partner for the service during its first two years and will initially be free to users.
Speaking on the launch of the service, Max Hole, CEO of Universal Music Group International said: “By investing in the Kleek we’re providing a platform for the very best of African talent to reach a wider audience. With the explosion of smartphones and other mobile devices, the Kleek has the potential to attract tens of millions of music fans across Africa.”
Randall Abrahams, Managing Director of Universal Music South Africa and Sub-Saharan Africa also added “With the Kleek, we are not just delivering the best local and international music, we are providing all of Africa with a unique and bespoke user experience.” “The service will also help us focus on developing future stars from across the continent,” he continued. Max
Speaking also on the launch, Thabiet Allie, Head of Content and Services at Samsung Electronics Africa said “Samsung recognises that the African market is very different to that of its European, Asian and American counterparts. We are thus, through our Built for Africa initiatives, focused on building services and partnering with the best local and international content owners and this partnership is testament to that. Samsung smartphone devices are optimised for high quality sound, and are ideal for the Kleek.”
These are certainly interesting times for the African media and entertainment industry. It will be interesting to see the adoption rates of the Kleek by Africans in the next few months.