Sony Music Africa and Crux Global announce new strategic partnership to empower artists in Ghana

Sony Music Entertainment and Crux Global announced a new strategic partnership designed to elevate Ghana’s music scene by providing comprehensive support for Ghanaian artists at various stages of their career.

The partnership comprises three distinct tiers of support for emerging talent through established artists:

Distribution Tier: Facilitated by Sony Music’s leading music distribution company, The Orchard, this tier empowers independent artists in Ghana with the tools and resources needed for global distribution, enabling emerging talents to share their music widely and effectively.

Full-Service Tier: This tier provides comprehensive full-service to artists under Sony Music Africa, such as all-inclusive support including production, marketing, and distribution to empower select artists in fully realising their potential on the international stage.

Catalogue Music Tier: Dedicated to bringing timeless catalogues to Digital Streaming Platforms (DSPs), this tier ensures the rich musical heritage of renowned Ghanaian artists is preserved and accessible to new generations of music fans.

Newly headquartered in Accra, Ghana, the partnership will report to Managing Director of Sony Music Africa, Sean Watson, with oversight from Sony Music’s Director of Repertoire Strategy for Africa, Christel Kayibi and Vice President of A&R for Continental Europe and Africa, Jean-Sebastien Permal. Accra will serve as the operational hub for all activities related to the partnership, including artist development, distribution, and catalogue management, establishing a strong local presence that underscores the commitment of both Sony Music Africa and Crux to the Ghanaian music industry.

“We are excited to partner with Crux to tap into the incredible pool of talent in Ghana,” said Sean Watson. “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.”

“This partnership with Sony Music marks a pivotal moment for the music industry in Ghana,” said Ike Otoo Arhin, Co-Founder of Crux Global. “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, the preeminent Ghanaian-owned music company offering digital distribution services, has been operating for over six years and is the leading Ghanaian-owned distribution and record label company in Ghana.

Crux Global’s most notable success was the release of one of the biggest songs from Ghana, “Sugarcane (Remix)” featuring Camidoh, King Promise, Darkoo, and Mayorkun. This track connected audiences in Ghana, Nigeria, and the diaspora, amassing over 100 million views on YouTube and 150 million streams across digital platforms. The release of “Sugarcane” was done in partnership with MOVES Recordings, Crux Global’s previous partner. That same year, Camidoh was nominated for a BET award.

Additionally, Crux Global holds annual writing camps and educational summits to develop and educate the Ghanaian music industry, helping to grow the Ghanaian music market.

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