Sony Music Entertainment Africa (SMEA) has inked a JV with entertainment & brand agency Celebrity Services Africa (CSA).
Described as a “first of its kind in Africa”, the partnership will see the two companies jointly develop artists and brand opportunities on the African continent.
Launched in the 1990s, CSA has offices in Cape Town, Johannesburg, Los Angeles, London and Lagos and operates divisions across communications, sports talent and event marketing, brands and “celebrity ambassador” representation.
The company’s entertainment division works with stars from NBA star Emmanuel Mudiay to Nigerian singer-songwriter D’banj and South African television & radio personality Tumi Voster.
CSA’s brand consulting division, meanwhile, works with companies like Johnnie Walker, Courvoisier, Budweiser and Vodacom, and was behind the successful launch of Cîroc Vodka across Africa.
SMEA’s artist roster includes the likes of Distruction Boyz, Shekhinah, Kwesta, Mlindo, DJ Maphorisa and AKA.
“We’re excited about the partnership. There has never been a service dedicated to commercialising opportunities for artists in the African music industry outside of traditional channels and this venture does just that.”
Sean Watson, SMEA
SMEA MD Sean Watson, said: “We’re excited about the partnership. There has never been a service dedicated to commercialising opportunities for artists in the African music industry outside of traditional channels and this venture does just that.
“CSA has a great track record working with some of the world’s biggest brands & entertainers while Sony Music Entertainment Africa is at the forefront of the music culture on the continent, from developing new voices into household names and as well as taking established artists to the next level in their careers.”
“The joint venture has been years in the making and historically we have had a great relationship with Sony, who represent some of the continent’s biggest artists.”
Davin Phillip, CSA
CSA Executive Director Davin Phillips, added: “The joint venture has been years in the making and historically we have had a great relationship with Sony, who represent some of the continent’s biggest artists.
“We’re thrilled about the partnership which intends reworking the entertainment market-place for Africa, connecting artists across the continent and unlocking the ambitions of the creative industry.
“We look forward to working with Sony to ring-fence further brand opportunities, with artist interests at the forefront.”Music Business Worldwide