Nigerian music star D’banj, whose real name is Oladapo Oyebanji, has partnered with international music company Cinq Music Group to make selected international recordings accessible to Nigerian music fans through USSD.
The partnership will allow Nigerian fans to purchase full-track music downloads and caller ring-back tones at prices tailored to the local market, using payment channels designed for domestic consumers.
The initial offering features American rapper T.I.’s hit song, “Live Your Life,” featuring Barbadian singer Rihanna.
According to a statement by D’banj’s entertainment platform, C.R.E.A.M., made available to PUNCH Online on Friday, the partnership is designed to improve access to internationally recognised music while creating new commercial opportunities for music rights holders in Nigeria.
The platform explained that the initiative would expand its existing ecosystem of talent discovery, content distribution, monetisation, fan engagement, rewards and gaming.
It described the partnership as a significant step towards making international recordings available through a locally owned Nigerian platform, enabling fans to pay through familiar channels developed for the domestic market.
“The partnership will enable Nigerian fans to purchase selected international recordings through USSD, with options including full-track downloads and caller ring-back tones at prices tailored to the Nigerian market,” the statement said.
The company added that the initiative would provide participating music rights holders with clearer records of local consumer demand, as completed purchases would generate transaction receipts that could help measure commercial performance.
Speaking on the partnership, D’banj said the model would create measurable value for music rights holders within Nigeria’s music market.
“When the receipt is generated here, the asset gets value here. A stream is a data point. A sale is a receipt. C.R.E.A.M. is owned here, priced here and pays here,” he said.
He further explained that the platform was focused on strengthening the connection between artists and their audiences.
“Our mission is to create direct access between artists and fans, with super fan engagement like never before,” the statement quoted him as saying.
C.R.E.A.M. described the initiative as part of its direct-to-fan strategy, which connects creatives with audiences through music discovery, distribution, monetisation, fan participation and rewards.
The partnership with Cinq Music Group is expected to broaden the catalogue of international recordings available to Nigerian consumers while maintaining the platform’s focus on direct artist-to-fan engagement.
The company also disclosed plans to use the Nigerian launch as a foundation for expansion into other African markets, subject to the necessary music rights agreements, commercial arrangements and local infrastructure.
Further details about participating recordings and additional territories will be announced once the relevant arrangements have been finalised.