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Sony Music Collaborates With Watsup TV To Promote African Talent

Ghana-based Pan-African entertainment TV Channel, WatsUp TV has announced a new partnership with international music company, Sony Music to promote talents across the African continent.
This collaboration is geared towards benefiting several music talents in Africa. It will witness a plan to solidify various artists' prominence as WatsUp TV gets the opportunity to extend them to new audiences with its platforms in multiple African countries to promote their works.

Speaking after the announcement this partnership, ABD Traore, CEO of WatsUp TV, remarked that this partnership with Sony Music would push the works WatsUp TV has embarked on over the years to promote Pan-African music content and distribute them across the continent and beyond. He also indicated that talents affiliated to Sony Music would also get a chance to market their works and have the African continent appreciate their crafts.

Jim Donnett, Head of PR and Admin of Sony Music West Africa also stated that "a key component of our operations as a music company is storytelling and we are confident in WatsUp TV's ability to help us achieve this objective because of their influential status in Pan-African entertainment and the many products and networks they have established to support the function of informing audiences far and wide".

In a further statement on how Sony Music intends to help musicians in West Africa, Jim noted that "it is widespread knowledge that West Africa houses some of the biggest and best universal talents. Irrespective of such worthy feat, the most significant challenge remains to break in (both locally and otherwise) and maintain market focus. Sony Music brings their experiential knowledge of the music business to bridge the gap in community practice between the grassroots and overseas. We are implementing systems in coalition with regulatory bodies, DSPs, telcos, people in fintech, the media, to propose solutions that will change the behaviour and pattern of response to product creation, marketing and consumption using home-derived formulas.

He also stated that Sony Music would also be offering funding to different tiers of artists. By creating opportunities that they can take advantage of, they will also elevate them in music credibility and brand representation with their colleagues from western shores.
Ghana is said to become a central hub for entertainment in the next few years, Sony Music West Africa head of label operations. Daniel Owolabi (Gbemiro) said; "the entertainment space in Ghana is a fertile ground of potentials yet to be fully tapped. Even in hotspots where there's usually a high concentration of creatives & industry players (e.g. Tema, The Area Bar, Polo Beach Club) there's a certain positive energy that pulsates in the atmosphere literally. It's all love and dedication, which is why we're here."

Sony Music West Africa currently boasts a robust roaster that spotlights the stellar works of notable superstar acts (Davido, Wizkid, Dice Ailes) and basking talents (Kiddominant, T-Classic, Ona Dema, Shun Breezy) in promotional management and product distribution functions. This office is progressively hatching a scheme that strategically positions them to be a formidable music company as they strive to attain the upper echelons of the music industry in the West African region.


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