How Mdundo Makes Money: The Model Behind Free African Music

How does Mdundo.com make money if all the music is free? The answer lies in a smart, ad-supported and telco-driven business model. Mdundo generates revenue through partnerships with advertisers and telecommunications companies, ensuring that artists still get paid while users enjoy unlimited access to music

The majority of Mdundo’s income comes from advertisers. The platform partners with leading brands across Africa who want to reach its large and engaged user base. These brands pay Mdundo to run digital advertising campaigns on the platform’s website and mobile app. Once a campaign goes live, users may see banner ads, pop-ups, or audio commercials between music downloads and streams. This allows Mdundo to keep its services free for users while generating sustainable revenue to support operations and content creators.

Mdundo partners with Telcos to offer premium content access via telco subscriptions. In these models, users may subscribe to data bundles or music-specific plans offered by mobile providers, which include access to Mdundo’s music catalogue. A portion of the subscription revenue is shared with Mdundo, providing another monetization stream while expanding reach in data sensitive markets. These telco partnerships are crucial for tapping into mass markets across Africa where mobile first access dominates.

On average, Mdundo runs between 10 to 20 advertising campaigns annually, ranging from health awareness campaigns to FMCG promotions. These campaigns not only help brands connect with their audiences but also fund the platform and support African artists. By keeping the user experience free and frictionless, Mdundo has built a scalable music platform that benefits listeners, brands, and alike.

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