D’banj Introduces USSD Platform to Bring Foreign Music to Nigerians

The collaboration will initially offer T.I. and Rihanna’s hit, ‘Live Your Life’, through locally priced purchases on D’banj’s C.R.E.A.M. platform

Nigerian singer and entrepreneur Oladapo Oyebanji, popularly known as D’banj, has expanded his C.R.E.A.M. platform’s music distribution services through a partnership with international music company Cinq Music Group, allowing Nigerian fans to purchase selected foreign recordings through USSD.

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The arrangement will offer full-track downloads and caller ring-back tones at prices tailored to the Nigerian market, providing an alternative route for music fans to access international recordings without relying exclusively on conventional streaming services.

The initial release features American rapper T.I.’s 2008 hit, ‘Live Your Life’, featuring Barbadian singer Rihanna.

According to a statement from C.R.E.A.M., made available to Freshupdate on Friday, November 6, the partnership is designed to make internationally recognised music more accessible through payment channels suited to local consumers.

The platform said the collaboration would extend its existing services in talent discovery, content distribution, monetisation, fan engagement, rewards and gaming.

It added that the arrangement would also give participating rights holders clearer records of Nigerian consumer demand, as completed purchases generate transaction receipts that can be used to assess commercial performance.

Speaking on the development, D’banj said the model would help establish measurable value for music rights holders within Nigeria.

“When the receipt is generated here, the asset gets value here. A stream is a data point. A sale is a receipt. C.R.E.A.M. is owned here, priced here and pays here,” he said.

He added that the platform was working to strengthen direct relationships between musicians and their audiences.

“Our mission is to create direct access between artists and fans, with super fan engagement like never before,” the statement quoted him as saying.

The partnership builds on C.R.E.A.M.’s direct-to-fan approach, which connects creatives with audiences through music discovery, distribution, monetisation, participation and rewards.

Founded by D’banj, C.R.E.A.M. provides access to its services through its website, mobile application and USSD channel.

Its official website currently lists more than seven million subscribers across Nigeria and identifies *463# as its USSD access code.

The collaboration also follows a broader partnership announced in July 2026 between Cinq Music and C.R.E.A.M.

That agreement focused on creating international distribution and development opportunities for emerging African artists, including a talent programme expected to select 10 acts for global support.

The latest initiative extends the relationship into the consumer market by making selected international recordings available for direct purchase by Nigerian fans.

Cinq Music, a GoDigital Music company, operates in music distribution and rights management. Its catalogue includes recordings such as ‘Live Your Life’, which is credited to T.I. featuring Rihanna.

C.R.E.A.M. said it hoped to use the Nigerian launch as a foundation for expansion into other African markets, subject to rights agreements, commercial arrangements and the availability of local infrastructure.

Further details about additional recordings and territories are expected to be announced as the necessary arrangements are finalised.

The development comes as Africa’s recorded music industry continues to attract international investment and distribution partnerships.

The International Federation of the Phonographic Industry reported that recorded music revenues in sub-Saharan Africa grew by 15.2 per cent in 2025, reaching $120 million.

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For D’banj’s platform, the new arrangement offers another route to connect international music catalogues with African audiences while exploring ways to turn fan interest into direct commercial transactions.