Mpumi Phillips, Director of Distribution, will lead the company’s Johannesburg, South Africa office, while Beth Achitsa has been appointed as Artist & Label Relations Manager in Nairobi, Kenya.
Meanwhile, Lagos-based Ikechukwu Onuorah has officially been confirmed as Director, Nigeria, having joined the company in 2020.
Mpumi Phillips comes to The Orchard with almost 20 years of industry experience, starting her career as a label manager at Ghetto Ruff before spending 10 years at Sheer Publishing.
Ikechukwu Onuorah started his career in London where he gained experience in booking, artist and stage management, festival planning and more.
Onuorah previously held positions at Urban Soul Orchestra, Artiste Manager Association Nigeria and the Gidi Culture Festival.
In East Africa, Beth Achitsa brings to The Orchard years of festival experience including her position as the Production Lead for the East Africa Music Summit and work with the Lola Kenya Screen festival.
Phillips, Achitsa and Onuorah report to Ben Oldfield, Vice President, Africa.
In addition to these recent hires, The Orchard has also grown its artist and label roster across the continent.
Amapiano artist Busiswa joins The Orchard in South Africa along with artists BlaQ Diamond, Babes Wodumo and Vusi Nova, and labels Ambitiouz Entertainment and Ghetto Ruff.
In West Africa, Lady Donli, Wavy the Creator, Zinoleevsky, Mohbad, Ghanaian Banku producer Juls, Naira Marley and Marlian Music have joined.
In East Africa, artists and labels that have joined The Orchard include Tetu Shani, Maurice Kirya, Bushali, Eric Wainaina, Green Ferry and Bongo Records.
“The Orchard’s expansion into this musically rich continent will connect artists to fans all over the globe.”
Ben Oldfield, The Orchard
Ben Oldfield, Vice President, Africa, The Orchard, said: “The Orchard’s expansion into this musically rich continent will connect artists to fans all over the globe.
“Growing our presence with local leadership in these three key markets cements our long-term commitment to artists and labels in Africa, and ensures we have trusted leaders on the ground who truly appreciate, value and understand these varying cultures.”
“I am so excited to have this opportunity to work with South African artists and labels while expanding their global reach through the innovative network that The Orchard has to offer.”
Mpumi Phillips said: “I am so excited to have this opportunity to work with South African artists and labels while expanding their global reach through the innovative network that The Orchard has to offer.
“The company is renowned for always putting its clients first and my focus will be to build long term relationships and empower entrepreneurs in South Africa through all the work that we do.”
“The company is strongly committed to contributing to the expansion of West Africa by supporting initiatives that empower and sustain economic growth.”
Ikechukwu Onuorah added: “The Orchard’s key strength is its ability to support clients while pushing them to achieve maximum exposure through global reach, whilst at the same time being flexible in its approach and tailoring services to the unique circumstances of the continent.
“Most importantly, the company is strongly committed to contributing to the expansion of West Africa by supporting initiatives that empower and sustain economic growth.”
“The Orchard’s expansion into East Africa means we can be much more hands-on with our artists on the ground.”
Beth Achitsa said: “The Orchard’s expansion into East Africa means we can be much more hands-on with our artists on the ground.
“For such a young market where the streaming business is on the rise, it gives me great pleasure to be a part of a global team, serving our labels and partners with local solutions while enabling them to build their businesses globally.”Music Business Worldwide