Buy a Tecno or Itel phone in Lagos, Accra or Nairobi, and there is a good chance a music app is already on it. That app is Boomplay, launched in 2015 by the company behind some of Africa’s best-selling phones. By putting music streaming in millions of pockets before global rivals arrived, Boomplay became one of the most important platforms for African artists and listeners.
The launch and preinstallation
Boomplay was created by Transsion Holdings, a Chinese company that sells Tecno, Itel and Infinix phones across Africa. It launched in Nigeria in 2015. The app came preinstalled on Transsion phones, giving it a huge user base from the start. Boomplay offered free streaming with adverts and paid subscriptions, along with offline downloads that suited users with limited data.
The company signed licensing deals with major record labels and independent African labels, building a large catalogue.
Expansion, competition and charts
Boomplay focused on African music, from Afrobeats and amapiano to gospel and bongo flava, and promoted local artists. It expanded to Ghana, Kenya, Tanzania, Cameroon, Côte d’Ivoire and other countries. Spotify launched in many African countries in 2021, and Apple Music, YouTube Music and Audiomack compete for listeners. Boomplay charts are used by artists and media to measure popularity in Africa.
Streaming platforms in Africa face low subscription rates, piracy and limited data access. Streaming income for African artists has grown, though many still rely on concerts and endorsements. As smartphone use grows, streaming is expected to keep expanding across the continent.
Why preinstallation mattered and payments
In many African markets, users are cautious about downloading apps because of data costs and limited phone storage. Having Boomplay already on the phone removed that barrier and gave the app a head start that global rivals could not easily match. Boomplay offers artists dashboards to track streams and listeners, helping them plan tours and releases.
The app accepts local payment methods, including mobile money in some countries, making subscriptions easier. The platform has added podcasts and videos to keep users engaged. Partnerships with mobile networks offer data bundles for music streaming. Boomplay did not win Africa’s streaming market by being first in the world. It won by being on the phone before the customer had even switched it on.
