By Jola Gbenga-Aina

The Nigerian music landscape witnesses a groundbreaking shift as global distribution powerhouse UnitedMasters officially launches in the country. Spearheaded by CEO Steve Stoute, this move is poised to be a game-changer, providing independent artists with enhanced opportunities for distribution and strategic collaborations.

The unveiling commenced with a press conference on December 13th, 2023, followed by the spectacular “Live from Lagos” concert on December 14th. Supported by industry heavyweights Diageo and Coca-Cola, the concert showcased live performances from established artists such as Tobe Nwigwe and Sarz, as well as emerging talents like Gimba, Millimay_pod, and Syntiat from the Sarz Academy.

UnitedMasters is reshaping music distribution by offering tailored plans for artists, ranging from the foundational “Debut” tier with an impressive 90% royalty retention to the groundbreaking “Select” tier. To mark its entry into Nigeria, UnitedMasters introduces reduced pricing, making the “Select” tier available at an affordable NGN 20,000/year. This move underscores the platform’s commitment to providing accessible, high-quality music distribution for independent artists in Nigeria.

In a strategic alliance, UnitedMasters and the National Basketball Association (NBA) announce plans to expand their collaboration across Africa. The partnership aims to leverage the continent’s love for music, basketball, and the NBA to showcase African musicians and positively impact the youth.

Under this collaboration, UnitedMasters artists gain the opportunity to feature their music across the NBA’s social media channels in Africa, providing them with unparalleled exposure to African audiences. This initiative builds on the relationship established in 2018 between NBA and UnitedMasters and aligns with UnitedMasters’ expansion in Nigeria.

The collaboration between UnitedMasters and NBA Africa goes beyond music, extending into initiatives that uplift African youth. NBA Africa’s dedicated office in Nigeria supports grassroots basketball development programs and social responsibility efforts, complementing UnitedMasters’ mission to empower and improve the lives of Nigerian youth and families through the transformative power of music.

UnitedMasters’ entry into Nigeria signifies not only a transformative moment for the music industry but also the commencement of collaborative ventures with global impact. As the platform continues to redefine music distribution, independent artists in Nigeria can anticipate a wave of unprecedented opportunities, firmly establishing their presence on the global stage.