MTN Group appoints Oye Akideinde of Boomsplay to head music business

MTN Group’s newly acquired music streaming entity, Simfy Africa, has been given a welcome boost with the appointment of Oyebowale Akideinde as Head of Over the Top (OTT) Music Services. His appointment, effective 1 February 2019, is designed to enhance the company’s digital music streaming services to its customers across Africa and the Middle East.

Oye joins MTN from Boomplay Music where he served as the Regional Director for West Africa. His career spans over 17 years primarily in consumer goods, e-business, financial, media and digital sectors. He has also worked in IT, project management, strategy, product and business development, and marketing.

He holds an MSc in Business Information Systems from the University of Hertfordshire, a BSc in Computer Science from the University of Lagos and a General Music Studies Specialist certificate from Berklee College of Music. Oyebowale has also garnered a number of industry related awards and accolades throughout his career.

Commenting on Oyebowale’s appointment, Rob Shuter, MTN Group President and CEO said, “We are very pleased about Oye’s appointment as he brings passion and knowledge of the rich media industry, this will stand him in good stead to support MTN’s expansion of OTT digital services to our customers.”

Oye was selected as the Digital Entertainment Innovator of the Year at the 2018 Marketing Edge Brand and Advertising Excellence Award. He is a well-regarded thought leader in the tech industry and much sought after speaker at conferences and seminars within and outside Nigeria.

Oye has over 18 years working experience as a digital professional and entrepreneur. His work experience has been primarily in consumer goods, eBusiness, financial, media and digital sectors. He has been successful in IT, project management, strategy, product and business development, marketing, giving him a vast set of skills. As at December 2017, Boomplay had become one of the biggest music app in Africa with over 17million users. Boomplay Music currently has over 37million users on its music service.

MTN acquired Simfy, dubbed as Africa’s leading music-streaming business, in November 2018. It boasts a broad catalogue of music and access to more than 42 million tracks; the entity has also partnered with record labels and content distribution platforms such as Warner Music, Universal Music Group and Content Connect Africa to bring subscribers a wide range of music. Shortly after the acquisition of Simfy, MTN launched MusicTime! in South Africa, a service which offers users premium trending and locally relevant music.


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