UnitedMasters has officially launched in Nigeria, Billboard can exclusively announce. The global music distribution platform aims to connect independent African artists to the global stage.
With UnitedMasters’ premium music distribution services, innovative technology and first-of-its-kind artist marketing solutions, Nigerian artists will be able to upload and distribute their music to global media parters — such as Spotify, Facebook, Instagram, Apple Music, YouTube, Snap and TikTok — as well as critical African services, like Boomplay, Audiomack, Muska, Music in Ayoba, Anghami and Joox.
“UnitedMasters’ move into Nigeria is the next logical step in making independence the standard setting for the music industry all around the globe,” UnitedMasters CEO Steve Stoute said in a statement to Billboard. “While we’re active in a number of exciting markets around the world, Nigeria is simply second to none when we talk about talent density and untapped potential, both for individual artists and the Naija diaspora as a whole.”
UnitedMasters offers tailored music distribution plans for artists, from the “Debut” tier with 90% royalty retention to “Select” tier, which includes unlimited music releases and brand collaborations. For the special Nigerian launch, UnitedMasters will introduce reduced pricing, with the “Select” tier at 20,000 NGN/year, as part of its commitment to accessible, high-quality music distribution for all independent artists in Nigeria.
“Nigeria is already a musical powerhouse, and our role is to ensure that the cultural command it enjoys today becomes an economic and political annuity for generations to come,” said Stoute. “Our promise that you can shape the future of music without sacrificing your ownership is critical to establish in Nigeria, while artists from around the world seek to emulate the success of these Naija heroes. As we see it, winning with, not just within, Nigeria is the one move that will accelerate our cause in every market.”
Nigerian American rapper Tobe Nwigwe and Nigerian producer Sarz are already on the platform. In June, Billboard exclusively announced that UnitedMasters was partnering with Sarz and his 1789 imprint in efforts to discover, develop and empower the next generation of African artists and producers. Sarz recently released his “Happiness” single, featuring Asake and Gunna, via 1789 and UnitedMasters ahead of his new album, which is due in 2024. “Happiness” arrived three months before his previous “Yo Fam!” single with Crayon and Skrillex.
As part of the launch, Nwigwe and Sarz will perform during a “Live from Lagos” concert on Thursday (Dec. 14) in collaboration with Don Julio, with VIPs being served Don Julio 1942. In the coming months, Don Julio and UnitedMasters will continue working together by unveiling a series of programs aimed at spotlighting independent Nigerian artists and making strategic investments in the future of Nigerian music. UnitedMasters will utilize the brand partnerships they already have with Don Julio, Coca Cola, the NBA and more, while simultaneously building relationships with brands on the ground to support local artists and contribute to the prosperity of the Nigerian music industry.
“Don Julio partnerships are often driven by cultural truths. Don Julio has organically been a part of the Afrobeats scene for years, so when we were looking for meaningful ways to enter into the Nigerian market, the UnitedMasters launch was an obvious choice,” added Sophie Kelly, svp of global tequila and mezcal at Diageo. “This partnership will begin in December, but ultimately expand Don Julio’s presence in the music scene of Nigeria throughout 2024.”
