Entertainment
Sony Music Africa Lands Deal with Cruz Global
Sony Music Entertainment has reached a deal with Ghanaian-owned music company Crux Global, which provides digital distribution services to local artists, that will provide support artists that are based in Ghana.
Crux Global is best known for their work on the release of Sugarcane (Remix) featuring Camidoh, King Promise, Darkoo, and Mayorkun.
Sony Music says that the partnership comprises three “distinct tiers of support for emerging talent through to established artists”, and their distribution company ‘The Orchard’ is set to handle a ‘Distribution Tier’ that they say “empowers independent artists in Ghana with the tools and resources needed for global distribution.”
Sony says that a “Full-Service Tier” will provide a “comprehensive full-service to artists under Sony Music Africa” including production, marketing, and distribution.
Additionally, there will be a “Catalogue Music Tier” that Sony says will bring “timeless catalogs” to Streaming Platforms to “ensure the rich musical heritage of renowned Ghanaian artists is preserved and accessible to new generations of music fans”.
“We are excited to partner with Crux to tap into the incredible pool of talent in Ghana,” Sony Music Africa’s Sean Watson said in an official announcement. “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” Ike Otoo Arhin, Co-Founder of Crux Global added.
“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” Kofi Kyei, Co-Founder of Crux Global commented.