## D’banj’s CREAM brings Cinq Music catalogue to Nigeria, opening another route to buying music

Nigerian music fans can now purchase selected international recordings through a locally owned platform, following a new partnership between D’banj’s C.R.E.A.M. and global music company Cinq Music Group.

Announced on November 6, 2026, the launch gives Nigerian listeners access to selected songs from Cinq’s catalogue through C.R.E.A.M., with purchases available using USSD. Leading the initial offering is American rapper T.I.’s hit song “Live Your Life”, featuring Barbadian superstar Rihanna.

The development is significant because it creates another way for international music to reach Nigerian listeners while allowing transactions to take place through payment channels designed for the local market.

What is Cinq Music?

Cinq Music Group is an independent global music company with interests in music distribution, record labels, publishing and catalogue management. Its catalogue covers several genres and includes recordings associated with international acts such as T.I., Daddy Yankee and Jason Derulo.

The company works with artists and rights holders to distribute, market and generate revenue from music. Its partnership with C.R.E.A.M. is part of a wider effort to connect African talent and audiences with international music-business opportunities.

C.R.E.A.M., which stands for Creative Reality Entertainment Art and Music, is a Nigerian-owned direct-to-fan platform founded by D’banj. It was created to support talent discovery, content monetisation, fan engagement and opportunities for creatives.

The platform says it has more than seven million subscribers in Nigeria and allows users to access its services through its website, app and USSD short code, *463#.

Why the Nigerian launch matters

One of the most interesting parts of the arrangement is its payment structure. Fans can purchase participating international recordings as full-track downloads or caller ring-back tones, using USSD and prices tailored to Nigerian consumers.

This offers an alternative for listeners who may not want to depend entirely on streaming subscriptions or data-heavy platforms to access particular songs.

It also creates a direct transaction between local consumers and participating music rights holders. Unlike a stream, which records listening activity, a completed purchase produces a transaction receipt. Such records can help rights holders understand demand for their music in Nigeria.

For the Nigerian music business, the arrangement also demonstrates how locally developed platforms can participate in the commercial distribution of international music instead of leaving that relationship entirely to overseas services.

What could fans and artists gain?

For fans, the immediate benefit is access to selected international recordings through a familiar local channel. The initial availability of “Live Your Life” gives listeners a recognisable starting point, although C.R.E.A.M. has not yet published a complete list of participating songs or detailed pricing information.

For artists, the wider C.R.E.A.M.–Cinq relationship could offer more opportunities. Their partnership, announced earlier in 2026, includes plans to identify emerging African talent through C.R.E.A.M.'s Best of The Streets programme. Ten selected artists are expected to receive opportunities including international distribution, marketing support, funding and career development.

The two developments are connected by a common ambition: building stronger links between African creatives, international music infrastructure and paying audiences.

Beyond the announcement

The Nigerian catalogue launch is a promising development, but its long-term impact will depend on the number of songs made available, affordability, ease of purchase and how revenue is shared with rights holders.

C.R.E.A.M. has also indicated that Nigeria could serve as a starting point for expansion into other African markets, subject to licensing agreements and local infrastructure.

For D’banj and C.R.E.A.M., the move is about more than giving fans another place to find familiar international hits. It is an attempt to make local music consumers and creative platforms more active participants in the business of music.