Mdundo Pays Artists Sh150 Million as Creative Economy Gains Ground  

Photo Caption: (left) Mdundo Head of Licensing Operations Esther Kiai with Cellulant Vice President Victor Wanjihia (centre) and singer-songwriter Doreen Mumbua (right) during a briefing in Nairobi on September 10, 2025, where the platform announced the payout of USD 1 million in royalties to over 3,000 artists across Africa.

By Mary Ndanu

In a discussion panel that was held at Pinetree plaza Nairobi on 10th September 2025, hope for Kenyan artists rises as they are set to benefit from a growing wave of digital music royalties after Mdundo, a leading African music streaming platform, disburses USD 1 million (about Sh150 million) to more than 3,000 musicians across the continent in the first half of 2025.

Head of Licensing Operations at Mdundo, Ms. Esther Kiai, confirmed that the platform has paid the royalties covering the period from January to June. She said the distribution, conducted in partnership with African payments company Cellulant, is the highest in the industry and reflects the platform’s commitment to transparency.

“We ensure that artists are paid twice a year, in January and July. This time we have distributed USD 1 million to over 3,000 artists across Africa. That is major because it shows the livelihoods that artists are able to sustain through music,” said Ms. Kiai.

She also explained that Mdundo pays artists 50% of revenue generated from downloads. “What determines how much an artist earns is the number of downloads they receive. An artist with 10,000 downloads earns differently from one with 100,000 downloads, but both get half of what Mdundo makes from their music,” she added.

Mdundo operates in Kenya, Tanzania, Uganda, Nigeria, Ghana and several Southern African markets. Ms. Kiai also said that the company targets to distribute at least USD 1.2 million in the next payout cycle in January 2026.

To register, artists only need an email address, phone number and legal name. “We work with artists who sign up directly with us. Once they upload their music, it is available for downloads and streams, and that determines their payout,” she explained.

Singer-songwriter Ms. Doreen Mumbua, known professionally as “the Mumbua,” is among artists who have benefited from the platform. She said that she received her first payout last year after releasing her debut EP through Mdundo.

“Every coin counts for an artist. The money I receive supports my studio sessions, photo shoots and even daily living expenses. Beyond the financial aspect, it also validates my music because I know people are listening,” she said.

Mumbua, who began her professional music career in 2020, says she turned to Mdundo for distribution because of the platform’s reputation. “Mdundo welcomed me very well. They included my songs in mixes and even created one for me with other artists. That exposure is important,” she explained.

Cellulant Vice President and Country Manager Mr. Victor Wanjihia says the partnership with Mdundo reflects a broader mission of creating seamless digital payment systems across Africa.

“Our mission is to build infrastructure where money moves as fast as ideas. Through Mdundo we ensure that artists receive their royalties on time across more than 15 African countries. We provide seamless, secure and reliable payments, giving artists confidence that their work is rewarded,” Mr. Wanjihia said.

He also noted that the company is driven by the need to cut remittance delays and high transaction fees that once forced families to wait weeks for payments. “By powering instant payouts, we help artists invest more in their craft and improve their socio-economic conditions,” he added.

According to Ms. Kiai, transparency is central to Mdundo’s operations and artists can log in and see how many downloads they have and how much they have earned. “With Cellulant, we ensure the right person receives the right amount securely,” she said. She also noted that copyright safeguards prevent imposters from uploading another artist’s music. Therefore, they verify content so that only legitimate rights holders benefit, leading to building of trust.

Artists echo the value of recognition beyond financial support. According to Mumbua, the partnership affirms her artistry. “It is like Mdundo and Cellulant are telling us they see us and believe in our craft. That makes us feel part of a community,” she said.

According to Ms. Kiai, royalties are helping reshape the continent’s creative economy. She also said that when artists know they can make money from music, more young people are encouraged to join the industry. Partnerships like this give them accessibility and empower them.

According to Mr. Wanjihia, investing in the creative economy is also investing in Africa’s youth and innovation. The creative industry is one of the fastest growing sectors on the continent. Supporting it has a direct socio-economic impact.

He also said that Cellulant complies with regulatory requirements across all its markets and works with banks and mobile operators to guarantee secure transactions. It leverages technology to make sure payouts are reliable and safe.

Industry observers estimate Africa’s creative economy at more than USD 1 trillion. A creative economy bill is also expected before Kenya’s National Assembly, which stakeholders say could unlock more opportunities for artists.

Ms. Kiai urged brands to invest more in music by saying that they are not only investing in individuals but also in a generation of young people who are growing under the competency-based curriculum and will likely pursue careers in the arts.

Mr. Wanjihia added that investing in artists means empowering culture and communities. By supporting platforms like Mdundo, brands can enable creatives to earn from their intellectual property and build sustainable careers.