A million streams sounds like a dream come true for any musician.
But according to Tems’ manager, Muyiwa Awoniyi, that dream comes with a disappointing reality: for Nigerian artists, it might only be worth a paltry $300.
In a revealing conversation that’s rippling through the music industry, the manager of the Grammy-winning singer Tems broke down the brutal economics of streaming in Nigeria. Despite viral hits and global fanfare, the financial returns for many artists barely scratch the surface, especially when streaming is viewed as the primary source of income.
The Numbers Behind the Noise
Streaming services don’t pay artists equally, and the platforms’ revenue systems are anything but transparent. Here’s a snapshot of the average payouts:
Spotify: $0.003–$0.005 per stream
Apple Music: $0.007–$0.01 per stream
Boomplay: $0.001–$0.005 per stream
YouTube Music: $0.00069–$0.015 per stream
While those numbers might seem small on their own, they add up—at least in theory. In practice, the reality is different. Once record labels, distribution platforms, taxes, and managers take their cut, what’s left for the artist often barely covers basic expenses.
Streams Don’t Feed Studios
Even with Nigeria’s meteoric rise on the global music stage—earning over ₦58 billion from Spotify streams in 2024 alone—most of that cash isn’t making its way back to the creators. Artists may trend worldwide, but behind the scenes, they’re hustling harder than ever just to break even.
For independent artists, the streaming revenue trickle-down is even more stifling. The dream of living off music is becoming harder to realize, despite the digital reach they now enjoy.
Diversify or Disappear
Tems’ manager’s remarks echo a growing consensus: artists must diversify. In today’s ecosystem, survival depends on much more than just music streams. Live shows, international tours, merchandise, licensing, and brand partnerships are no longer optional—they’re essential.
While streaming has revolutionized music discovery, it has also exposed the fragility of digital income in Africa’s creative economy. The challenge now lies in building fairer systems where artistry isn’t just celebrated—but also adequately rewarded.
As Tems continues to make waves globally, her manager’s sobering message rings clear: visibility does not equal viability in the streaming age.
