Founder
The music is free. Something has to pay for it.
Yemi Alafifuni has released independently since 2015 and has never signed to a label. Every record he has made can be downloaded from this site without an email address, an account or a payment, and that is not a launch promotion — it is a position he has held across all twenty-one songs and does not intend to move off.
It is also a decision with a bill attached. Two businesses cover it. One of them exists because he needed it and nobody was building it.
We must refuse to monetise God and our worship. We cannot sell salvation.
The artist community platform
Mazmory
0%
commission on royalties — the number the rest of the industry will not print
mazmory.comEvery distributor takes a percentage of money that independent artists mostly do not have. Yemi has been one of those artists since 2015, with no label at any point, so the cut came out of his own pocket for a decade before he did anything about it.
Mazmory takes none of it. Distribution, smart links, analytics and booking with payments sit on a free tier and a $19.99-a-month Pro tier, and royalties pass through whole. The business is the subscription, not a share of somebody's song.
The part that is harder to copy is M-DNA — a seven-dimension audio fingerprint that reads a record and matches it to the curators, playlists and radio most likely to take it, alongside AI scoring of the pitch itself. Getting a song in front of a curator is currently a black box that independent artists pay strangers to guess at. This is an attempt to make it arithmetic.
It runs in Nigeria, the UK and the United States, publishes weekly M-Charts, and handles booking end to end. Yemi's own shows are booked on it: music.yemialafifuni.com is a Mazmory page. He is not a founder who uses his product for the photograph — it is the only booking system he has.
- Commission on royalties
- 0%
- Pro
- $19.99 / month
- Free tier
- Yes
- Markets
- Nigeria · United Kingdom · United States
- Matching
- M-DNA — 7-dimension audio fingerprinting
- Also
- Smart links · analytics · weekly M-Charts · booking with payments
Christian streetwear, made to order
Wear Your Heart
£18–45
a price people pay without thinking about it, for something they chose to say
wyheart.comThe music is free and will stay free. That leaves an audience with nothing to buy and, more to the point, nothing to wear — and a worship record is the kind of thing people want to say out loud that they love.
Wear Your Heart is tees, hoodies, joggers, caps, mugs, totes and stationery, made to order, shipped free in the UK and the US. Made to order matters more than it sounds: there is no warehouse, no dead stock and no size that has to be discounted at the end of a season. The line only costs money when somebody has already spent some.
It is the same audience as the catalogue, reached by the same work, and it is where the free downloads quietly pay for themselves.
- Price range
- £18 – £45
- Production
- Made to order — no inventory
- Shipping
- Free, UK and US
- Range
- Tees · hoodies · joggers · caps · mugs · totes · stationery
Also
Living Hope: Cakuva and The Crown is a children’s book, written with his wife Bunmi. It is not a venture and it is not trying to be one. It is on the page because people ask what else he does, and the honest answer includes it.
If you fund things like this
Mazmory is looking for money to grow, and the case for it is not complicated. Independent Christian and gospel artists are the customers, the founder has been one for a decade, and the product charges a subscription instead of taking a cut of royalties from people who cannot spare one.
He will send you the numbers, and he will answer the email himself.
For anything to do with the music rather than the businesses, there are three other ways in, and the whole catalogue is still free.