Tems’ Team Reveals Streaming Truths: Why Fame Doesn’t Equal Fortune

In a recent interview, Muyiwa Awoniyi, the manager of Grammy-winning Nigerian artist Tems, shed light on the financial challenges faced by Nigerian musicians in the streaming era. Despite the global popularity of Afrobeats and the increasing international recognition of Nigerian artists, Awoniyi emphasized that streaming revenues remain disproportionately low for artists operating within Nigeria. The Streaming Revenue Disparity Awoniyi pointed out that while Nigerian music has seen a surge in global streams, the financial returns for artists are not commensurate with their popularity. He noted that the revenue generated from streaming platforms is significantly less for Nigerian artists compared to their counterparts in other regions. This disparity is attributed to several factors, including lower subscription fees in Nigeria, limited access to premium streaming services, and the prevalence of free streaming options that offer minimal compensation to artists. Spotify’s Reported Earnings for Nigerian Artists Contrasting Awoniyi’s concerns, Spotify’s 2024 “Loud & Clear” report highlighted a significant increase in earnings for Nigerian artists on its platform. According to the report, Nigerian artists earned over ₦58 billion in royalties in 2024, more than doubling the figures from 2023 and marking a fivefold increase compared to 2022 . The report also revealed that the number of Nigerian artists generating at least ₦10 million in royalties from Spotify has more than doubled since 2023 and tripled compared to 2022 figures . Despite these impressive figures, it’s important to note that these earnings represent payouts to rightsholders rather than directly to artists. The actual income received by individual musicians depends on their specific contracts and agreements with record labels and distributors . Global Recognition vs. Local Challenges The global appeal of Nigerian music, particularly the Afrobeats genre, has led to increased international streams and recognition. Spotify reported that Nigerian artists were discovered by first-time listeners over one billion times in 2024, with more than 1,900 Nigerian artists added to Spotify’s editorial playlists—a 33% increase compared to 2023 . However, the financial benefits of this global recognition are not evenly distributed. Many Nigerian artists still face challenges in monetizing their music effectively due to infrastructural limitations, lack of access to global distribution networks, and unfavorable revenue-sharing models. Calls for a More Equitable Streaming Ecosystem Awoniyi’s insights underscore the need for a more equitable streaming ecosystem that fairly compensates artists, regardless of their geographical location. As Nigerian music continues to captivate global audiences, industry stakeholders are advocating for reforms in streaming revenue models to ensure that artists receive a fair share of the profits generated from their work. The conversation initiated by Awoniyi serves as a reminder that while streaming platforms have democratized music distribution, there is still work to be done to ensure that artists, especially those from emerging markets like Nigeria, are adequately rewarded for their contributions to the global music landscape.