Sony Music Entertainment has announced a new partnership with Crux Global, a Ghanaian-owned digital distribution company, to boost the country's music industry.
The collaboration will focus on three key areas to support both emerging and established artists: distribution through The Orchard, full-service support including production, marketing, and distribution, as well as catalogue management aimed at expanding the reach of local music on digital platforms.
With a newly established headquarters in Accra, Ghana, the partnership’s activities will be directed from the capital, serving as the base for artist development, distribution, and managing music catalogues. The partnership will report to Sean Watson, managing director of Sony Music Africa, with strategic 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.
"This partnership with Crux allows us to dive deeper into the incredible talent in Ghana," said Watson. "We’re committed to providing artists with the tools and resources they need at every point in their journey, and this initiative will help bring the sounds of Ghana to the world stage."
Ike Otoo Arhin, co-founder of Crux Global, shared his enthusiasm, calling the deal a major turning point for Ghana’s music industry. "Crux’s local expertise combined with Sony Music’s global influence will undoubtedly provide unmatched opportunities for artists in Ghana," said Kofi Kyei, fellow co-founder of Crux.
Crux Global’s success is highlighted by the release of Camidoh's "Sugarcane (Remix)," featuring King Promise, Darkoo, and Mayorkun. Released with a previous partner, Moves Recordings, the hit connected fans across Ghana, Nigeria, and the diaspora, with over 100 million YouTube views and more than 150 million streams across major platforms.
In addition to its music releases, Crux Global also supports the growth of the Ghanaian music industry through annual writing camps and educational summits aimed at equipping artists and industry professionals with essential skills.
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