Photo Credit: Yamaha Museum
Yamaha Music Innovations has announced a collaboration with Audiomack, a music streaming service primarily catering to the African market.
Audiomack does not impose any initial registration fees on artists, so artists in emerging markets can upload their music for listeners to enjoy. The service has over 100 million registered users and Yamaha views this partnership as a way to contribute to local music culture—one of its management policies aimed at market expansion.
Yamaha has previously engaged in developing digital musical instruments with enhanced sounds and auto-accompaniment features that allow enjoyment of local pop and traditional music in emerging markets such as India. In line with this policy, Yamaha says it aims to deepen its understanding of African music culture through this collaboration while simultaneously strengthening its development of digital musical instruments, other products, and content rooted in local African cultures.
The first initiative of this collaboration with Audiomack is a co-hosted Audiomack & Yamaha’s Zinoleesky “Abanikanda” Remix Contest, inviting participation from young African artists. By creating opportunities for these emerging local artists to express themselves, Yamaha aims to build relationships with artists and creators based in Africa and incorporate their voices into its offerings.
Yamaha says it will continue to actively promote initiatives that support artists’ self-expression and contribute to the sustainability of local music culture through collaborations with various partners.
Meanwhile, Audiomack recently partnered with India’s leading music label Saregama to help expand its South Asian music catalog. The alliance adds thousands of Bollywood hits and regional language tracks to the Audiomack offering, strengthening Audiomack’s position as a music streaming destination for South Asian music fans in the diaspora.
Audiomack has built a strong presence in South Asian music, generating over 160 million Punjabi streams globally each month, with Canada alone accounting for 77.5 million streams. The platform serves more than 200,000 monthly active users in India, with a substantial user base across Pakistan, Bangladesh, and other South Asian markets.