How Mdundo Makes Money and Pays Artists Across Africa
- Josephine Gikaru
- 7 hours ago
- 2 min read
Mdundo.com is one of Africa’s fastest-growing music distribution platforms, offering free music downloads to 40 Million Active monthly users across the continent. How does Mdundo make money while keeping its platform free for listeners? The answer lies in a unique business model built around Advertising Revenue and Telecom Partnerships
At the heart of Mdundo’s revenue model are Advertising Campaigns. Brands from across Africa partner with Mdundo to promote their products and services through audio ads, banner placements, and branded content on the platform. On average, Mdundo runs between 10 to 20 advertising campaigns every year, with advertisers spanning various industries including Telcos, FMCG, banking, and entertainment.
Mdundo also earns income through Telco subscription partnerships. Collaborations with major African telcos like Safaricom, MTN, Glo and Vodacom enable users to subscribe to exclusive Mdundo services. Some users choose to subscribe to remove ads for an uninterrupted listening experience, while others access special music bundles through their mobile network providers. This combination of free access and premium options ensures Mdundo remains accessible to millions while still generating sustainable revenue.
This revenue is then fairly shared with artists. Mdundo follows a revenue share model, where 50% of all eligible revenue is distributed to content creators. Earnings are based on the artist's share of total downloads (shown as dl% in their Mdundo dashboard). For example, if an artist accounts for 1% of all downloads, they receive 1% of the total artist payout pool. Payments are made twice a year, in January and July, and go directly to the uploader’s registered account, regardless of CMO affiliation.
By combining a scalable, ad-supported model with strategic telco partnerships, Mdundo has created a revenue system that benefits both artists and fans. Artists can earn from their content while reaching a broad audience, and fans get free access to legal music downloads. This innovative model is transforming music distribution in Africa empowering artists, fighting piracy, and growing the continent’s digital music economy.
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