October 31st, 2023
7 mins read

Aleph announces sales partnership with Mdundo in Africa

Press release

October 13, 2023: Aleph, an ecosystem of global digital experts and technology-driven solutions that connects thousands of advertisers with billions of consumers worldwide, and Mdundo.com, a leading audio platform with 26.6 million monthly users, is embarking on a strategic partnership in Nigeria, Ghana, South Africa and Tanzania.

This partnership will allow Aleph to assume the role of an authorised sales partner for Mdundo, with the primary goal of enhancing and expanding the platform’s advertising reach and engagement in the thriving music markets of Africa.

Mdundo.com has carved a niche for itself as a trailblazing platform that understands the significance of providing music access to every demographic, including individuals with budget-friendly mobile devices and limited internet data usage.

With over 150,000 musicians from all corners of Africa who are actively engaged with the platform, Mdundo is committed to promoting inclusivity in music access, empowering local African musicians to showcase their talents while enabling a broader audience to connect with their preferred artists and music genres. 

By joining forces with Aleph, Mdundo aims to further amplify its impact and broaden its horizon, allowing artists to gain more visibility and music lovers to access a diverse range of high-quality content.

Martin Moeller Nielsen, CEO at Mdundo.com, explains; “Our music service is experiencing explosive growth with millions of users across Nigeria, Tanzania, Ghana and South Africa. This partnership allows our advertising clients in these markets to benefit from our unique mass-market reach and join our portfolio of leading global and African brands utilising our service to increase sales in within our target audience”

Aleph shares Mdundo's commitment to promoting African creativity and believes that this collaboration aligns seamlessly with its mission to connect brands with engaged audiences. By harnessing the power of Mdundo's platform, Aleph through its Aleph Audio offering aims to deliver innovative and impactful advertising solutions that resonate with local audiences while supporting the growth of the music ecosystem in Africa.

"We are thrilled to develop an Aleph Audio offering that empowers advertisers to connect with audiences of diverse backgrounds across their target markets on popular audio streaming platforms,” says Stephen Newton, Aleph’s Managing Director, Africa. 

"Mdundo's dedication to fostering African musical talent is commendable, and we are excited to contribute to their efforts by leveraging our expertise in digital advertising. Together, we aspire to bring music closer to the hearts of people in Africa, while offering brands an avenue to connect meaningfully with their target consumers,” added Newton.

The venture will leverage Aleph’s extensive experience in digital advertising and its deep-rooted understanding of the African market to ensure a seamless integration of Mdundo’s offerings with Africa’s unique advertising landscape.

About Aleph

Aleph is an ecosystem of global digital experts and technology-driven solutions that enables the growth of digital marketing. We connect thousands of advertisers with billions of consumers and create markets for local businesses to grow through digital advertising. Aleph is active in more than 130 primarily emerging countries and helps advertisers engage with consumers on over 45 of the world’s leading digital platforms, such as Google, Meta, Microsoft, Pinterest, Reddit, Snap, Spotify, TikTok, Twitch, Uber, X (formerly Twitter) and others.  

Through tailored solutions built on proprietary technology, through our local teams, we provide media partnerships, proprietary ad tech solutions, digital advertising education and cross-border payment solutions. We excel in expanding into unfamiliar territories and navigating local and central bank regulations Through Aleph Payments, our cross border credit underwriting & payments service, we simplify complexities from KYC, local billing in 49 currencies, collections, tax settlement, exchange settlement, cross-border credits and payments allowing businesses to focus on their main business operations.

Aleph was established in 2021 after evolving from IMS’ birth in 2005, and continues to be led by its founding CEO, Gaston Taratuta, EY Entrepreneur of the World 2022, with a vision to accelerate the global shift from offline to online and drive long-term economic growth. To support this shift, Aleph launched its own social initiative, Digital Ad Expert, which is on a mission to create economic opportunities through digital advertising education.  

Aleph’s approach has been highly successful to date. In recent years, the Group has scaled up to more than 1,400 employees in 65+ offices across 5 continents and has secured investment from institutional partners including CVC Partners, Mercado Libre, Sony, Twitter, and Snap.

About Mdundo.com A/S

Mdundo.com A/S is listed at the stock exchange, Nasdaq First North Growth Markets in Copenhagen. The aim of the company is to provide music lovers easy and affordable access to music. Over the past 5 years the company has grown to one of Africa’s leading music services with more than 26 million active users, primarily from Tanzania, Ghana, Nigeria, South Africa, Kenya and Uganda. The company works with over 150,000 musicians across Africa and has international licensing agreements with Warner Music Group and Universal Music Group.

Mdundoforbrands.com is an advertising platform that allows leading brands across Africa to measure and impact Mdundo’s unique reach across Africa. The tool allows advertisers and brand managers to accurately analyse the performance of brands within the Mdundo audience and design effective advertising strategies to drive sales.

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