By Isaac Oyeleye
M.A.D Solutions is one of the music distribution companies which not only promotes but puts artists first in an industry often driven by numbers. Unlike traditional distributors, M.A.D Solutions has built a community where African and Afrobeats artists feel supported and valued, not as clients but as creation of partnership with them for proper engagement.
Through their core service and subsidiary, Engage, M.A.D goes beyond simply distributing music. They foster a sense of belonging, openly celebrating the achievements of the artists they represent. In a competitive market, this personalized approach makes M.A.D Solutions stand out.
Beyond promoting their artists on Instagram but also the variety of genres and styles they support. It’s not just Afrobeats artists getting help—gospel artists like Mercy Chinwo are also getting a lot of support. Just a few hours ago, I saw them promoting her new video, giving her the exposure that many gospel artists in Nigeria still find difficult to achieve.
Similarly, they’ve been actively promoting Phyno’s new album, “Full Time Job.” It’s not just about sharing his music on different platforms; M.A.D Solutions has been working hard to build excitement and interest in the album well before it was released. Their promotional efforts didn’t end on the release day; within a few days, they shared an update celebrating Phynofino’s album reaching the top spot on Apple Music in Nigeria.
Engage, one of their subsidiaries is now a music label and music talent incubator offering 360 label services.
What makes MAD unique is its emphasis on openness and using data to provide valuable information. They don’t just put out music—they ensure that artists and their fans know the effect of their work. On their Instagram page, there’s a “Statistics” section that highlights significant achievements, such as Runtown’s song “MAD Over You,” hitting 100 million views on YouTube in February 2020. This is a straightforward yet powerful way to celebrate artists’ accomplishments while also showing the company’s part in helping these musicians achieve such success. They also have a “Artist of the Week” feature, where they give new and less famous artists a chance to be noticed and heard. Artists like Rugudu, ThaBoyMyles, and DJ Sean K have all gained from this exposure, and it’s evident that M.A.D Solutions is as committed to nurturing new talent as they are to supporting well-known stars.
One of the most helpful parts of their platform is the “Insights” section. Here, they advise artists about the challenging business aspects of the industry, such as “Points to Think About Before Signing an Endorsement or Contract.” It’s obvious that M.A.D Solutions knows the industry well and wants to help artists avoid common mistakes. Their posts are like a guide for new artists, providing useful information that can be hard to find, especially in a competitive field like music.
M.A.D Solutions doesn’t just stop at that. They also promote new songs through their “New Music” section, ensuring that the latest tracks from their artists are featured and shared on various platforms. Their “Playlist” feature is especially impressive. In this section, they combine songs from both famous and up-and-coming artists, creating a varied selection that not only highlights top talent but also introduces lesser-known artists to a broader audience. This is a smart approach that encourages collaboration and helps people discover new music in the industry. They also provide services such as vevo , TikTok , TikTok CML , Amazon Music for their clients and also provide neighboring rights collection for artistes.
On the other hand, other distribution companies have found their own special ways to succeed. For instance, Ejoya Music mainly works with new artists and supports their creativity with inspiring messages. I recall one quote that said, “Every artist was first an amateur,” which really captures the challenges many new musicians go through. They’ve helped artists like Cyril, Vil Twin, and Valee Yve, and even though their platform is smaller, their role in helping new talent grow is significant. Likewise, Notjustok Distro, another big name in African music distribution, is known for music distribution making it a versatile platform in the industry. For many years, they’ve been crucial in promoting Nigerian music.
ONErpm has established itself as a major player worldwide, especially with its recent move into the Nigerian market. They’ve already partnered with well-known international artists like Metric and Tame Impala, and their focus on managing rights and sharing royalties makes them a strong option for artists seeking more than just distribution services. With their entry into Nigeria, it’s evident that the competition in music distribution is heating up.
However, what really sets M.A.D Solutions apart is its comprehensive
However, what really sets M.A.D Solutions apart is its comprehensive approach. They’re not just distributing music—they’re helping artists build their careers, fostering a community, and ensuring artists understand the music business. Their focus on Afrobeats and gospel music shows their flexibility and their use of data and insights highlights a forward-thinking strategy that’s crucial for long-term success.
M.A.D Solutions is more than just a music distribution company; it’s a movement. They have changed the way African artists—no matter their style—are shared, advertised, and sold. As they keep growing and changing, I’m eager to see what they will do next and how they will help the artists they work with. From my point of view, both M.A.D Solutions and the entire African music world have a promising future.