Celtiis: Afreekaplay lands on Waa, a major platform for Beninese and African music

African music is taking a new step in its digital transition. Celtiis and
Afreeka Play formalized, this Thursday at the mobile operator’s premises in Cotonou, a
strategic partnership aimed at facilitating legal access to local music through the integration
of the Afreekaplay streaming platform within the WAA super app. An alliance that
aims to bring together technology, culture and the local economy.

Before institutional representatives, artists, producers and journalists,
Maxime Ulrich Fado, Head of Business Development and Partnerships at
Celtiis Cash, set the tone: “By integrating the Afreekaplay mini-app within the WAA
super app, we are allowing users to discover, listen to and celebrate African talent
directly within the app, without ever having to leave it.“

For Celtiis, this is not simply a technical add-on, but a strong signal sent to
Africa’s digital ecosystem. “We are not just launching a mini-app: we
are connecting African culture, entertainment and digital technology through the WAA super app,” he
insisted, inviting users to try out the solution.

Waa, a super app built for everyday life

Launched on 20 December 2024, the WAA super app aims to be an all-in-one platform, designed
to centralize everyday essential services. Paying school fees, e-
commerce, educational services, event organization and entertainment:
the app aims to become a digital reflex for Beninese users. With
Afreeka Play, WAA strengthens its cultural and entertainment offering, providing direct access to
African music, with no technical friction or financial barrier.

A concrete response to piracy

For Afreeka Play, the partnership is presented as a direct response to a
structural problem in Africa’s music industry. “Today, we are not just
signing a partnership: we are bringing a solution to a real problem,” said
Afreeka Play’s chief executive officer, Mamadou Hitak Bah.

“In Africa, music is everywhere, but it is still too often consumed
illegally, with little benefit to artists.” The promise is simple: “For the user, you click, you listen. For artists, it means more visibility, more streams and more revenue generated locally.” A strong message for Benin, in his view: “Our talents deserve African platforms, designed for how we actually use things. Afreeka Play brings the content, WAA brings the accessibility.“

An open and inclusive platform

Hermann Ahouandjinou, Head of Consumer Sales at Celtiis, recalled the broader
ambition carried by WAA: “The WAA super app is today unique on the
Beninese market and the first of its kind in the sub-region. It was launched with a clear objective:
to support the Beninese government and serve all citizens through an
inclusive digital transformation.“

Open to all users, regardless of their telecom operator, WAA intends to cover
the full range of everyday needs, from transport to culture, without ever leaving a single app.
“With Afreeka Play, artists now have the assurance that their work will be fairly valued,
with no loss of revenue,” he stressed.

Artists at the heart of the project

More than 500 artists are already on Afreeka Play. For them, this initiative represents
far more than a new showcase. Artist Fo Logozo shared a moving testimony: “I
often felt distant from the audience. People kept asking me why, despite
my releases, my tracks weren’t being listened to. That’s when someone told me
about Afreeka Play.“

After releasing his Godfather project there, followed by an EP, he now sees in this partnership
an opportunity for future generations: “Supporting local platforms is
essential to allow our music to exist and to generate real returns.“

Jo Pagliaro, artist and manager, shares the same view: “On foreign
platforms, we have no control over how our music is promoted. Here, we have a Beninese
app that understands the reality artists face.“

A confidently pan-African vision

Among producers, the partnership is seen as a political and cultural act. “It’s
Africa carrying Africa,” summed up one of them. “Two African visions
coming together to support the local economy and boost the incomes of
players in the music industry.“

In discussions with the press, the founders of the project stressed the central goal:
increasing local artists’ incomes, through accessible prices and a higher
volume of listens, in a market where 80 to 90% of the audience remains local.

A signature, a signal

The ceremony concluded with the official signing of the partnership, to
applause, sealing a collaboration presented as a turning point for Benin’s
music industry. Through Afreeka Play and WAA, Celtiis is thus affirming its determination to make
digital technology a lever for cultural value creation. An ambitious bet, at the crossroads of technology,
creativity and African identity.

How to listen to music on Afreekaplay within Waa?

✅ Download waa from the Play Store or App Store, then log in
✅ Go to the Afreekaplay mini-app;
✅ Choose the subscription that suits you, pay with Celtiis Cash, then enjoy your favorite
tracks without interruption