Sony Music Get’s An Early Lead On Africa’s Booming Music Business
Sony Music Entertainment continues to expand into the Sub Saharan region with the launch of their new office location in Lagos, Nigeria. This now marks Sony’s third base in Africa as they also have operations in Johannesburg and Cape Town. Sony President of Northern & Eastern Europe and Africa, Adam Granite said, “Expansion in Africa has been part of our strategy for several years,” which doesn’t come as a surprise considering Sony has earned revenue from the African market through partnerships with Vevo, YouTube, Apple Music and iTunes for years.
SME’s Lagos base will serve as the new hub of its on-the-ground operations in West Africa, and has named music business entrepreneur, Michael Ugwu, as the General Manager for the West African region. It also recently began the process of registering to do business in Nairobi, Kenya, which will anchor Sony Music’s physical operations in East Africa. SME has also added many African artists onto its roster, including Nigerian superstar, Davido, and Kenyan reggae artist, Redsan, among many others. Managing Director of Sony Music Entertainment Africa, Sean Watson, highlighted that the company is keen to partner with African artists to deliver local, African and global success stories.
In West Africa, music content is currently available through MTN, Nigeria’s service via IMI; and in East Africa it currently conducts trade with Kenya’s largest mobile network operator, Safaricom, a company that boasts in excess of 10 million CRBT subscribers. Adam Granite has made Sony Music Entertainment an early market leader in the flourishing African music industry, but close behind are other music majors (particularly Sony’s longtime rival) Universal Music Group. With Africa populating over a billion strong in people living in Sub Saharan Africa, the continent is a market with huge potential for brands, labels and local artists wanting to expand their horizons.