Linkfire, the smart link aggregator and music marketing platform, is partnering up with leading African music streaming service Boomplay to give artists and their teams the edge on analyzing data and shaping their marketing plans.
From this month, content providers will be able to see conversion data from Boomplay to view what fans do after clicking on a Linkfire smart link, similar to an arrangement Linkfire struck last year with Pandora.
“With this partnership, Linkfire brings the power of data to the largest emerging markets in the world,” said Lars Ettrup, CEO and Co-Founder of Linkfire. “Together with Boomplay — the biggest player in the regional streaming market — we will provide Africa’s developing artists and their teams with the most correct and complete data they need to bring their music to their fans most efficiently and profitably.”
Boomplay launched in 2015 and is owned by Transsnet Music Limited, a China-based company. Users can stream songs and videos online for free or sign up for one of the platform's subscription plans, which are available globally with a focus on Sub-Saharan Africa.
Boomplay currently boasts over 53 million users, and 80% of their catalog is African music, accounting for 75% of streams, according to a statement.
“We’ve made no secret of the fact that we intend to be the leader of the African music eco-system,” said Phil Choi, director of content and strategy at Boomplay. “Our partnership with Linkfire will match specific individualized data with independent artists and labels from one of the fastest growing music markets in the world, allowing the greatest opportunity for success.”
Earlier this year, Nigeria-based Boomplay raised $20 million in Series A funding to facilitate its expansion on the continent.