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Universal Music targets African growth with Boomplay licensing deal

Universal Music Group has been ramping up its organisational structure in Africa in 2018: in July it launched a new division in Côte d’Ivoir focused on French-speaking African countries, for example, while opening a new office in Nigeria the same month. Now the label has announced a significant licensing deal, with streaming and downloads service Boomplay. The multi-year agreement will bring UMG’s catalogue to Boomplay in Nigeria, Ghana, Kenya, Tanzania, Rwanda, Uganda and Zambia. Boomplay says it now has more than 36 million users across the continent, and that it’s adding a couple of million more every month. The Universal deal will swell its catalogue beyond its current 2m tracks and ‘thousands’ of music videos. The partnership coincides with Boomplay’s plans to launch its mobile app for iOS - currently it’s Android-only - as well as pushing its monthly-subscription premium tier with a promotion offering one month for free.