Mdundo is a free music download site.
“The market is getting bigger,” Nielsen told Reuters.
Mdundo’s users jumped 40 per cent to 7 million in the six months to December and the company now aims to reach 18 million users by June 2022, he said.
Demand for local music is also driving growth.
“It is not about the top ten artists… it is really amazing to look at this local music,” Nielsen said.
Music fans who use illegal sites, 93 per cent of the total according to Mdundo, are also switching to sites like Mdundo, which share their income with musicians.
Artists have flocked to the site, to take advantage of the growing audiences and a piece of the growing revenue pie. Mdundo has 90,000 African music artists.
“We have a way to commercialise our music,” said Kenyan musician Nviiri who paused from strumming his guitar in his studio to check how his music is doing on Mdundo.com via his mobile phone.
Mdundo, which is free to users and makes money through advertising, pays musicians every time their song is streamed or downloaded, sharing 50 per cent of cash from adverts with artists.
Nielsen said he is not losing sleep over competition from bigger rivals like Spotify on the continent.
“It is confirmation that we are not crazy. That is a really strong validation that African music is headed in the right direction,” he said.