LAGOS, Nigeria – Nigerian music star D’banj has expanded his partnership with US-based Cinq Music Group, introducing a new way for Nigerians to purchase international music through mobile phones. The initiative could strengthen local music distribution and create new commercial opportunities in Africa’s entertainment industry.
The service was announced on 6 November through D’banj’s Nigerian-owned entertainment platform, C.R.E.A.M. It allows fans to purchase selected international recordings using USSD technology, which does not require a conventional internet connection.
Customers can buy full-track downloads and caller ring-back tones through payment channels designed for the Nigerian market. The initial offering includes Live Your Life, the international hit by American rapper T.I. featuring Rihanna.
The development builds on an existing partnership between C.R.E.A.M. and Cinq Music Group, announced in July 2026. That agreement focused on discovering African talent, supporting emerging musicians and expanding international distribution opportunities.
The latest initiative introduces a consumer-facing service that brings selected international recordings to Nigerian audiences through a locally owned platform.
D’banj, whose real name is Oladapo Oyebanjo, said the approach could improve how music rights generate commercial value.
“When the receipt is generated here, the asset gets value here,” he said in a statement announcing the service.
Unlike conventional streaming, the model records individual music purchases. These transactions could help rights holders measure local demand and understand consumer spending patterns.
C.R.E.A.M. combines talent discovery, music distribution, fan engagement and commercial services. The platform aims to connect musicians directly with audiences while creating additional opportunities to earn revenue.
The partnership also reflects changes in Africa’s growing music industry. International streaming platforms have expanded access to African music, while local businesses continue exploring alternative distribution and payment systems.
USSD technology offers another route to consumers who prefer mobile-based transactions or have limited access to internet services. However, the commercial success of the new service will depend on pricing, consumer demand and the range of available recordings.
The companies have not disclosed sales figures or projected revenue from the initiative.
C.R.E.A.M. plans to expand the service into other African markets. Such expansion will depend on licensing agreements, commercial arrangements and telecommunications infrastructure.
The wider partnership could also benefit emerging African musicians. Under the earlier agreement, Cinq Music committed to supporting selected artists through distribution, marketing and career development.
Nigeria remains one of Africa’s most influential music markets, with Afrobeats artists reaching audiences across Europe, North America and other regions.
D’banj’s latest initiative highlights another dimension of that growth: African entertainment businesses developing their own commercial infrastructure.
The next challenge will be turning the service into a sustainable business that benefits artists, rights holders and consumers. Its performance could offer useful lessons for other African music markets exploring locally adapted digital distribution.
