Africa’s super app, ayoba, and Africa’s premier music streaming and download platform, Boomplay, have announced a strategic cross-platform partnership involving the integration of music and audio content from Boomplay into the ayoba app.

The collaboration will afford ayoba users access to a wide range of music and audio content from Boomplay, including new music releases and specially curated playlists, to stream for free without incurring data charges for MTN users*. ayoba users can also opt for Boomplay premium on the ayoba platform, an ad-free subscription that makes available Boomplay’s catalog of over 120 million songs to subscribers.

ayoba and Boomplay officially announced the partnership via a short ceremony in Lagos, Nigeria, during a live music event in collaboration with Afrobeats artist, Teni, on Thursday, 7th December, 2023. Representatives from both partner brands, as well as select users of Boomplay and ayoba and fans of Teni, who got invited through an online campaign, shared in the excitement upon the announcement as the music celebration ensued.

Commenting on the partnership, Burak Akinci, CEO of ayoba said: “We are delighted to announce the partnership with Boomplay and provide our users with an enhanced music experience. This partnership has also enabled us to increase the playlist offering and offer a broader choice of music. Our mission remains to provide the best hyperlocal content to our users across Africa and we truly believe this partnership will go a long way in achieving our goal”.

Speaking on the prospects of the collaboration with ayoba, Paul Azumah-Ayitey, Communications and Public Relations Manager for Africa at Boomplay shared, “Our goal has always been to make music more accessible in Africa. We are therefore thrilled to partner with ayoba in this regard. This partnership will enable us to reach more music lovers across Africa and offer them a seamless streaming experience to enjoy and share content from our extensive content catalog with other users."

The integration has already been rolled out across various African countries, including Nigeria, South Africa, Ghana, Tanzania, Egypt, and more. This landmark integration marks an important step in ayoba’s mission to provide a world-class messaging and networking experience to MTN users across Africa.

Since the integration ayoba has experienced a 118% increase in Streams across Africa. ayoba has also launched music in Cote d'Ivoire, which has grown 425% in streams, and 220% in active users from month 1 to month 5. Cameroon is the biggest performing market, taking 40% of the total stream share. The top playlist across Africa is Les choses de l'amour.

Boomplay has been at the forefront of Africa’s music streaming revolution. The company continues to broker strategic partnerships aimed at empowering Africa's digital music ecosystem to realise its full potential having made significant investments towards the growth and development of the African music space since its inception.

The yoga-Boomplay partnership offers both platforms an exciting opportunity to create synergies that can benefit their user communities and contribute to their further growth. Marketing and promotional activities relating to the partnership are expected to be rolled out in the coming days.