Ndifreke E. Akwaowo.

The study examines the performance of Davido’s “Timeless” album on different music streaming platforms such as Spotify, Apple Music, YouTube (Music), and Boomplay. Using quantitative reviews methodology, Davido’s musical streaming performance from the first month after its launch between 31st March to 30th April, 2023 was ascertained, taking into account, stream counts, chart positions, audience behavior, and engagement levels on these platforms. Relevant information were also gathered from the respective platforms’ official equipment and reports from other tracking sites to understand how each platform contributed to making the album successful. Findings of the study is that Spotify was the highest in terms of most streams, particularly in African nations such as Nigeria and South Africa, while Apple Music performed well in locations such as the UK. Although it had fewer streams, YouTube (Music) generated excellent fan interaction in the form of comments and shares and was successful in generating buzz for the album. Boomplay also had a significant contribution to the general performance of the album. The study concludes that the success of Davido’s “Timeless” album demonstrates the importance of utilizing multiple platforms to maximize reach and engagement. The study therefore recommends that artists and music marketers should adopt a multi-platform strategy and strive to understand the specific audience demographics of each platform.