The Nigerian music industry is fast rising in standard, quality and prowess; gradually having the ability to stand side-by-side with counterparts in the international music industry, especially considering the soul penetrating outpour from prolific indigenous rappers and lyricists and high quality HD videos with captivating storylines. 


Problem 

However, in Nigeria, this impressive art into which immeasurable calories of physical and mental energy, massive financial investment and human resource has been exerted upon by artists are being enjoyed for free, all thanks to Nigeria’s influential music blogs.

Solution 

Mymusic.ng has however started to pursue that which has been an herculean task for a very long time; making it incredibly easy for Nigerians to pay for the downloads of their favorite songs. 

Meet mymusic.ng

Mymusic.ng  is a music e-commerce platform founded by three vibrant youngsters; Damola Taiwo, Tola Ogunsola and Dolapo Taiwo. They met at Babcock University while studying computer science, the area of intersection was actually their interest in music, with Dolapo being a pianist and Damola being a bassist. 

How the journey began

They initially had the idea of starting an online music store for selling Nigerian disc to people living abroad two years after their graduation in 2004, but it didn’t seem like it was going to work out well. They had cause to reunite again after the first idea fell through, but this time, with a more matured perspective and renewed vigor and determination, they started mymusic.com.


Their words

A problem that has recorded several failures will not just get its solution without several barricades. Damola Taiwo said “When Steve Jobs started iTunes, Napsters was the P2P music sharing platform everybody was using to download free music. No one ever believed that iTunes could become such a commercial success. What that taught us is that, as long as it is convenient, people don’t mind paying for digital music downloads. Granted, the tech industry in Nigeria is still very young; quite a sizeable number of consumers are yet to embrace tech. Someone in the know told me that there are no more than 200,000 Nigerians who use their debit cards online. But these are the same people who, even though they download songs for free from music blogs, will pay N50 a month for CRBTs (caller tunes). So we researched on how we can match that experience. If we could find a way to make people pay just by the click of a button, then we had a solution. The only reason why we started MyMusic was because we thought we had the solution. But it took us 3 years to come up with that solution. Damola: When Steve Jobs started iTunes, Napsters was the P2P music sharing platform everybody was using to download free music. No one ever believed that iTunes could become such a commercial success. What that taught us is that, as long as it is convenient, people don’t mind paying for digital music downloads. 

Granted, the tech industry in Nigeria is still very young; quite a sizeable number of consumers are yet to embrace tech. Someone in the know told me that there are no more than 200,000 Nigerians who use their debit cards online. But these are the same people who, even though they download songs for free from music blogs, will pay N50 a month for CRBTs (caller tunes). So we researched on how we can match that experience. If we could find a way to make people pay just by the click of a button, then we had a solution. The only reason why we started MyMusic was because we thought we had the solution.

But it took us 3 years to come up with that solution. Now you can press a button and the song is sent directly to your phone, N30 is deducted from your airtime and you receive an SMS receipt with a link to re-download the song if it fails.”

Their endeavor has brought about an intersection of three key sectors in the country: Entertainment, technology and communication. Tola Ogunsola , the C.E.O says “It’s almost like we are a unification of 3 different industries; music, tech and communications. You could also add payments into that mix. So for a typical everyday user that lands on MyMusic, from point zero to download, it is just 2 clicks. But for us it takes us connecting to about 5 entities, which you are not aware of. Because we have to seal so many partnerships, there is a lot of friction and so many potential points of failure. What we have going for us is that even though we all have a technology background, we’ve made a conscious effort to shift the focus from the technology to what users are used to and want.”

The keys to entrepreneurship have consistently rung the same bell at us uncountable times; problem solving, innovation, consistency and focus, only waiting for us to make a good use of them.

As we conclude

We’ll end todays brand report with Dolapo’s words “The reason why Olamide is so successful is because he is local — street ti take over. Go local but use the resources around you to do whatever you’re doing to the highest level of professionalism. If what you are doing is not part of Nigerian realities, it’s a joke. But if it can appeal to the average man on the streets , then you know that you’re doing something right. For a second, take off your tech cap and just think like a normal human being. When you do that, you start to see that things have a different view entirely. You are no more just building stuff that is high tech. You are building stuff that people need. Because at the end of the day, nobody cares whether your code is written in PHP or C#. What people care about is what problems it solves and how can it can impact the vast majority of people out there.”

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