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BAMBWA - Userhub Africa Work

BAMBWA – Music Streaming In Africa

Bambwa is a groundbreaking music service that is tailored around emerging markets built around a model of music distribution.

In order to fully launch in the Ghanaian market it needed to understand the Ghanaian music scene, smartphone penetration, and social media usage.


In-depth interviews were conducted with music industry experts to understand the Ghanaian music scene.

A focus group study was conducted to assess the music listening habits of Ghanaians and to solicit their opinions and attitudes toward music streaming.

A survey was conducted to collect and analyze consumer data to understand how best to introduce music streaming services in Ghana.

Significant insights were gathered from the market research on user considerations for streaming services for the target market in Ghana. Recommendations were implemented for the eventual launch of an online music radio service.