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L-R Ezegozie Eze of Universal Music Nigeria, Chidi Okeke of Groove Platforms, Sipho Dlamini of Universal Music Sub-Saharan Africa and Ulrik Cahn of Emerg. Photo courtesy of BWL Agency.

Nigerian Music Streaming Start-Up uduX Links with Universal Music Group for a Liscensing Partnership

This deal makes Universal Music Group the first music company to partner with a Nigerian music streaming platform.

uduX, Nigeria's first domestic subscription-based music store and streaming service, has leveled up with this new partnership with Universal Music Group (UMG).

The two companies have announced a licensing agreement, making UMG the first major music company to partner with a Nigerian music streaming platform. Under the agreement, uduX will distribute music from UMG's labels through its streaming service in Nigeria—where users now have access to an extensive catalog of both Nigerian and recording artists from all over the world, including Tekno, Nicki Minaj, Lil Wayne, Bob Marley, Brenda Fassie, Wurld, J.Cole and more.


uduX is currently available via monthly subscription through Habari by GTBank, a leading platform launched in 2018 for music, shopping and lifestyle content. The platform will eventually be developed into a standalone app in the coming months, according to a statement.

"We have created a new platform to bring value to the music ecosystem both here in Nigeria, and the wider world at large," Chidi Okeke, CEO of Groove Platforms (the company that created and developed the streaming platform) says. "uduX music is excited to be working with Universal Music Group to help shape the future of digital music consumption in Africa and provide Nigerian music fans with access to their favorite artists from around the world."

Ezegozie Eze Jr., Universal Music Nigeria's general manager, agrees.

"This partnership extends our reach and makes our artists' music even more accessible to Nigerian music lovers," Eze Jr. says. "We are delighted to be the first global music company to partner with uduX and look forward to bringing the extraordinary creativity of our artists to as many Nigerian users as possible."

Universal Music Nigeria launched in July of last year as the new West African division to provide artists more opportunities throughout the region as well as provide African talent the launch pad for international access and success. The division plans on honing in the growth of the African music ecosystem.

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Photo: Courtesy of Saphir Niakadie

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