In a groundbreaking development for Ghana’s music industry, Sony Music Entertainment and Crux Global have announced a strategic partnership aimed at providing comprehensive support to Ghanaian artists across various career stages. This collaboration seeks to enhance the visibility and impact of Ghanaian music on the global stage, establishing Accra as a central hub for artist development and music distribution.
The partnership features three distinct tiers of support tailored to artists from emerging talents to established figures:
- Distribution Tier: Through Sony Music’s leading distribution company, The Orchard, this tier offers independent Ghanaian artists essential tools and resources for global distribution. By empowering these artists, the initiative ensures their music reaches a broader audience, facilitating their entry into the international market.
- Full-Service Tier: This comprehensive support program caters to select artists under Sony Music Africa, providing an all-inclusive package that includes production, marketing, and distribution services. This tier is designed to enable artists to realize their full potential on the international stage, equipping them with the necessary resources to thrive.
- Catalogue Music Tier: Focused on preserving the rich musical heritage of Ghana, this tier aims to bring timeless catalogues of renowned Ghanaian artists to digital streaming platforms (DSPs). By making this music accessible, it ensures that the legacy of these artists resonates with new generations of fans.
With Crux Global now headquartered in Accra, the partnership will operate under the leadership of Sean Watson, Managing Director of Sony Music Africa, alongside Christel Kayibi, Director of Repertoire Strategy for Africa, and Jean-Sebastien Permal, Vice President of A&R for Continental Europe and Africa. This operational hub will drive all activities related to artist development, distribution, and catalog management, reinforcing the commitment of both Sony Music Africa and Crux Global to the Ghanaian music industry.
Sean Watson expressed enthusiasm about the collaboration, stating, “We are excited to partner with Crux to tap into the incredible pool of talent in Ghana. This represents a significant step forward in our mission to support artists at every stage of their career and to bring the Ghanaian sound to a global audience.”
Ike Otoo Arhin, Co-Founder of Crux Global, highlighted the importance of this partnership for the Ghanaian music scene. “This partnership with Sony Music marks a pivotal moment for the music industry in Ghana. By combining our local expertise with Sony Music’s global reach, we are confident that we can provide unparalleled opportunities for both emerging and established artists in Ghana,” added Kofi Kyei, Co-Founder of Crux Global.
Crux Global, recognized as the leading Ghanaian-owned distribution and record label company, has been instrumental in shaping the local music landscape for over six years. One of its notable successes is the release of the hit song “Sugarcane (Remix),” which featured prominent artists such as Camidoh, King Promise, Darkoo, and Mayorkun. The track garnered over 100 million views on YouTube and 150 million streams across digital platforms, bridging audiences in Ghana, Nigeria, and the diaspora. Camidoh’s subsequent nomination for a BET award further underscored the impact of this collaboration.
In addition to distribution and promotion, Crux Global is dedicated to the growth of the Ghanaian music market through annual writing camps and educational summits. These initiatives aim to develop talent and educate industry stakeholders, ensuring the continued evolution and success of Ghana’s vibrant music scene.
With this new partnership, Sony Music Entertainment and Crux Global are poised to significantly enhance the trajectory of Ghanaian music, paving the way for artists to achieve international recognition and success.
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