As we look back on the growth and expansion strategies of global music powerhouses from the last few years, Sony Music Entertainment’s African initiatives stand out. In an effort to widen its operational footprint, Sony Music has made significant strides in Africa, a region abundant with raw talent and immense potential. This blog post takes you through Sony Music’s strategic moves in Africa, its partnerships with local and the opportunities presented by the emerging digital platforms in the region.
Sony Music’s Expansion in Africa
Sony Music Entertainment is expanding its operational presence Africa as part of a long-term strategy to open offices in a number of key markets in the region. The company opened an office in Lagos, Nigeria to serve as the new hub of its on-the-ground operations in West Africa, and appointed music business entrepreneur Michael Ugwu as General Manager for the West African region. Furthermore, it initiated the process of registering to do business in Nairobi, Kenya, which will anchor the Sony Music’s physical operations in East Africa.
Partnerships and Signings
In connection with the opening of operations in Lagos, Sony Music signed Nigerian superstar Davido to a worldwide deal. In East Africa, Sony Music Entertainment (SME) has partnered with local in the region as well, including signing Redsan amongst others.
Existing Business Initiatives
These moves build upon Sony Music’s existing business initiatives in Africa, where the company is already a market leader. Sony Music has long had offices in South Africa, in both Johannesburg and Cape Town, and throughout the continent, Sony Music earns revenue from partners including Vevo, YouTube, Apple Music and iTunes. In addition, in West Africa, music content is currently available through MTN Nigeria’s service via IMI, and in East Africa, it conducts trade with Kenya’s largest mobile network operator, Safaricom, a company that boasts in excess of 10 million CRBT subscribers.
Views from the Top
“Expansion in Africa has been part of our strategy for several years,” said Adam Granite, President, Northern &; Eastern Europe and Africa, Sony Music International. “As the region continues to grow, we see significant opportunities to market the incredible local talent in Africa to the rest of the world as well as import our repertoire and exploit it on emerging digital platforms.” Sean Watson, Managing Director of Sony Music Entertainment Africa, added, “We are really keen to partner with African to deliver local, African and global success stories. With over 800 million people living in Sub Saharan Africa, the African continent is a market with huge potential for local wanting to expand their horizons.”
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