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Sony Music Africa and Crux Global announce strategic partnership to empower artists in Ghana
Sony Music Entertainment and Crux Global have announced an exciting new strategic partnership aimed at boosting Ghana’s music industry by offering robust support to Ghanaian artists across different stages of their careers.
The partnership comprises three distinct tiers of support for emerging talent through to 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 realizing 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.
The newly formed partnership between Sony Music Entertainment and Crux Global, now headquartered in Accra, Ghana, will report to Sean Watson, Managing Director of Sony Music Africa.
The initiative will also receive guidance from Christel Kayibi, Sony Music’s Director of Repertoire Strategy for Africa, and Jean-Sebastien Permal, Vice President of A&R for Continental Europe and Africa.
Accra will serve as the central operational hub, overseeing all activities related to the partnership, including artist development, distribution, and catalog management.
By establishing a strong local presence in Accra, Sony Music Africa and Crux are reinforcing their commitment to nurturing the Ghanaian music industry.
“We are excited to partner with Crux to tap into the incredible talent pool 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, a leading Ghanaian-owned music company specializing in digital distribution services, has established itself as a dominant force in Ghana’s music industry over the past six years. As the country’s foremost distribution and record label company, Crux Global has played a pivotal role in shaping the local music landscape.
One of Crux Global’s standout achievements is the release of the hit song “Sugarcane (Remix)” featuring Camidoh, King Promise, Darkoo, and Mayorkun. The track became a massive success, bridging audiences across Ghana, Nigeria, and the diaspora, amassing over 100 million views on YouTube and 150 million streams on digital platforms. The release, in partnership with MOVES Recordings, significantly boosted the profile of the artists involved, with Camidoh receiving a BET Award nomination the same year.
In addition to its success in music distribution, Crux Global is committed to nurturing the Ghanaian music ecosystem by holding annual writing camps and educational summits aimed at developing and educating the industry. These initiatives are key to Crux’s efforts to grow the Ghanaian music market, both locally and internationally.
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