Nigerian Afrobeats star Oladapo Oyebanji, widely known as D’banj, has announced a strategic collaboration between his entertainment platform, C.R.E.A.M., and international media company Cinq Music Group. The joint effort aims to deliver hit international recordings to Nigerian fans through accessible USSD mobile technology.
Through this new service, music lovers across Nigeria can purchase full-track digital downloads and caller ring-back tones using local telecom shortcodes. Content pricing has been tailored specifically to suit the domestic market, making music purchasing seamless for users without high-speed internet or credit card access.
Bridging Global Content with Local Payment Infrastructure
The initial release under this initiative features the popular track ‘Live Your Life’ by American rapper T.I. featuring Rihanna. By leveraging USSD technology, the platform integrates global catalog tracks into C.R.E.A.M.’s existing ecosystem of talent discovery, content distribution, monetisation, and rewards.
Highlighting the economic benefit of the payment model, D’banj emphasized that generating localized sales records helps build sustainable commercial value for music rights holders inside Nigeria.
“When the receipt is generated here, the asset gets value here,” D’banj stated regarding the partnership. “A stream is a data point. A sale is a receipt. C.R.E.A.M. is owned here, priced here and pays here.”
Expansion Plans Across the African Continent
The company noted that the direct-to-fan sales approach creates clearer data records on real consumer demand while strengthening the bond between creators and listeners through direct engagement strategies.
Following the initial launch in Nigeria, C.R.E.A.M. plans to use this framework as a foundation for expansion into other African markets, pending local telecom infrastructure, licensing agreements, and commercial arrangements.