Award-winning Nigerian rapper MI Abaga has redefined music monetisation by earning the equivalent of three million streams in direct sales from his latest single, ‘Mr Fantastic’, via the EVEN music marketplace.
The seasoned lyricist released four versions of the single exclusively on EVEN, where fans could purchase directly from him before it hit traditional streaming platforms. The price was pegged at ₦2,000 ($1.31) for Nigerian fans, $5 for those in the United States, and £5 in the United Kingdom.
This strategic move offered a significantly higher revenue yield compared to conventional streaming platforms. For perspective, 1,000 direct purchases at ₦2,000 each amount to over ₦2 million, compared to just $300 typically earned from 1 million Spotify streams in Nigeria.
MI’s approach spotlights a shift in how Nigerian artists can rethink distribution and earnings in a streaming-dominated era. By leveraging his core fanbase and brand equity, he bypassed the slow trickle of streaming royalties for an upfront, meaningful payout.
“Selling directly to fans is not just about making money. It’s about control, connection, and community,” an insider familiar with MI’s strategy revealed.
Streaming has long been hailed as the future of music distribution, but for most African artists, the revenue rarely matches consumption metrics. Platforms like Spotify, Apple Music, and Boomplay operate on a royalty model that heavily favors global superstars and labels.
In Nigeria, where streaming revenue is depressed by economic factors and regional payout rates, a million streams may translate into less than ₦500,000 in actual income — a figure dwarfed by the ₦2 million MI generated from just 1,000 purchases.
This has led many artists, both locally and internationally, to explore alternative platforms such as Bandcamp, DistroKid, Ditto, EVEN, and even OnlyFans, which allow creators to sell music and exclusive content directly to fans.
For MI Abaga — a titan whose rise predates the streaming boom — this model works perfectly. His loyal fanbase, cultivated over years, continues to seek value in his music beyond algorithmic playlists.
Artists with established brands and unique communities stand to benefit the most from this model. The direct-to-fan strategy not only increases revenue but also removes intermediaries such as labels and digital distributors, giving the artist greater autonomy.
Moreover, by offering exclusive versions, limited content, or early access perks, artists can incentivise fans and offer experiences beyond what traditional platforms allow.
Still, the model isn’t without challenges — particularly in Nigeria’s current economic climate, where high inflation and unemployment have drastically reduced the disposable income of the youth, who form the core music audience.
This implies that not every artist can count on direct purchases to sustain a career. The model is best suited to musicians who have carved a niche, created strong communities, and built enough credibility to command purchases.
Yet, the success of ‘Mr Fantastic’ sends a clear message: when fans see value, they will pay for it.
As MI Abaga‘s direct-sales success continues to make waves, it might inspire a wave of similar moves from fellow artists — signalling a future where ownership, community, and direct value exchange may finally tip the scales back in artists’ favor.
