“One Million Streams in Nigeria Equals $300” – Tems’ Manager Muyiwa Awoniyi Exposes Harsh Reality of Local Streaming Economy
Muyiwa Awoniyi, renowned music executive and manager to Grammy-winner Tems, has shed light on the alarming economic disparity in global music streaming payouts — and it’s a wake-up call for Nigerian artists and fans alike.
Speaking during a recent episode of the Afrobeats Intelligence podcast, Awoniyi revealed that a million streams in Nigeria generate only about $300, compared to the $8,000–$10,000 artists earn for the same number of streams in countries like Sweden, Spotify’s home turf.
“Do you know how much a million streams is worth out of Nigeria? It’s $300. I am telling you facts… Spotify treats things territorially,” he said.
💡 The Harsh Economics Behind the Streams
Awoniyi pointed to affordable subscription rates in Nigeria (as low as ₦900) and the country’s struggling economy as key reasons for the low revenue. While global streaming is often painted as a great equalizer, in practice, geography still decides earning power.
“If my IP is anchored to a region where one million streams is $300, I am cooked,” he explained, referencing lessons learned during his time managing Nonso Amadi.
The revelation echoes a previous statement by Burna Boy, who once argued that being number one in Nigeria doesn’t mean much financially, and urged fellow artists to look beyond local metrics.
🎙️ Opinion: Is Local Stardom Still Worth It?
What Awoniyi has exposed is the uncomfortable truth behind Afrobeats’ global rise — while the sound travels, the money doesn’t always follow if your fanbase is limited to low-yield markets like Nigeria.
This doesn’t mean local support is useless, but it reinforces the need for global strategy, international branding, and cross-market penetration for Nigerian artists to earn what their music truly deserves.
It also highlights a pressing issue: Nigeria’s music economy isn’t structured to reward its talent fairly, despite being one of the most influential music scenes in the world.
🧭 What’s the Way Forward?
🔁 Diversify markets – Artists must push their IP into high-value territories through distribution, tours, and partnerships.
💸 Push for better policies – Local streaming services and global platforms must revisit revenue splits in emerging markets.
🎓 Educate upcoming artists – Every new artist should understand that virality isn’t the same as viability — know where your streams are coming from.
🌍 From Lagos to the World, But Not Without Strategy
Awoniyi’s breakdown reminds us that Afrobeats isn't just about vibes — it’s an industry, and without proper economic structures, artists will go viral without going viable.
It’s time we push not just for the global sound, but also for a global standard of earnings.
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