In a green jacket Esther Muriuki Kiai head of licensing Operations at mdundo, Victor Wanjihia Vice president payout at Cellulant and Doreen Mumbua also know as The Mumbua during the event.
Across Africa, many musicians struggle to earn a sustainable income from their craft.
Piracy, a lack of transparent royalty systems, and weak digital infrastructure often limit their ability to benefit from their work fully.
Yet platforms like Mdundo are reshaping this reality by offering transparent, fair, and reliable systems that ensure artists not only reach wider audiences but also receive the income their music generates.
On 10th September 2025, Mdundo, a leading African music distribution platform, in partnership with payments technology company Cellulant, hosted an event in Nairobi that brought together artists and industry stakeholders.
The event marked Mdundo’s announcement of a $1 million royalty payout between January and June 2025 to more than 300,000 artists across Africa, with Kenyan musicians receiving half of the amount—about $500,000. Among the top earners were Wakadinali, Stephen Kasolo, and Iyanii.
Philanthropy in Music: A Lifeline for Artists
For many Kenyan musicians, Mdundo’s royalty system provides more than just income—it sustains careers and nurtures creativity.
The platform’s approach reflects a form of philanthropic investment in the music industry, ensuring that artists can continue their craft with dignity and financial reward.
“Mdundo is the highest-paying company I’ve worked with. We split earnings on a 50/50 basis, and the process is seamless,” said Joseph Nyamweya, popularly known as Joefes, of the music group Mbuzi Gang.
Having worked with Mdundo for nearly six years, Joefes described the platform as a partner that not only pays fairly but also invests in artists’ projects.
“Whenever I launch an album, Mdundo has backed me financially, funded some of my projects, and even promoted my music. It’s not just about payments; it’s about the partnership they’ve built with artists like me,” he added.
Singer-songwriter Doreen Mumbua, known as The Mumbua, echoed this sentiment. She joined Mdundo in January 2024 while preparing to release her first EP.
“From the start, they welcomed me warmly and gave my music visibility. My songs were included in mixes, and they even created one featuring my work alongside other artists, helping me reach new listeners. This June, I received my first payout, and for me, every coin counts. It’s a reflection of the long hours, the practice, and the passion I put into my craft,” she said.
For emerging artists like The Mumbua, Mdundo’s royalties offer not only income but also validation that their work holds value.
By lowering barriers to entry, the platform creates a philanthropic ecosystem where musicians across Africa can monetize their art fairly.
Shifting the Industry with Fair Access
These experiences highlight a broader transformation in Africa’s music industry. Musicians are no longer solely dependent on live performances or record deals to earn a living.
By making digital downloads a reliable source of income, Mdundo is offering sustainable solutions that protect artists’ rights and ensure they share directly in the success of their music.
This shift underscores how digital platforms can provide philanthropic impact, addressing systemic inequities in creative industries and empowering artists with tools for growth.
Partnerships Powering Solutions
Mdundo’s work is strengthened by strategic partnerships that expand its reach and impact. Victor Wanjihia, Vice President of Payouts at Cellulant, emphasized the importance of the five-year collaboration with Mdundo, which enables seamless and secure disbursements across 15 countries.
“Through our secure and reliable platforms, we enable Mdundo to pay artists on time and across borders,” he said.
Esther Muriuki Kiai, Head of Licensing Operations at Mdundo, reaffirmed the platform’s commitment to fairness.
She explained that artists earn 50% of revenue from downloads and noted that Mdundo is targeting $1.2 million for its next payout cycle in January 2026.
Reliable partnerships like the one with Cellulant ensure musicians can trust that their earnings will reach them promptly and transparently.
Mdundo’s CEO, Martin Nielsen, reflected on the company’s growth since its founding in Kenya in 2012.
With over 39 million monthly active users across East and West Africa, Nielsen described Mdundo’s mission as bridging gaps in the continent’s fragmented music industry.
“Our strength is that we’ve built one of the most comprehensive African music catalogs, which really sets us apart. We’ve created a platform where both fans and artists benefit,” he said.
Collaboration as a Catalyst
In Kenya, a key driver of success has been Mdundo’s collaboration with Safaricom.
By leveraging Safaricom’s network and technology, Mdundo expands access to music for millions of listeners while ensuring artists increase their reach and earnings.
This collaboration amplifies the platform’s philanthropic impact by sustaining musicians through visibility, promotions, and timely royalty payouts.
Through these efforts, Mdundo is demonstrating how digital innovation, strategic partnerships, and a fair payment model can serve as a philanthropic intervention in Africa’s creative economy.
The platform is not only distributing royalties but also restoring dignity to artists by ensuring they benefit directly from their talent and hard work.
