Global deals: Nigerian artistes making Africa proud

In the last two decades, the Nigerian music industry has experienced a boom. The scene has evolved and expanded in leaps and bounds giving birth to new stars and new sound- Afro-pop, which the rest of Africa have fallen in love with. While the new sound opened the eyes of many music lovers to a different approach to music, it, on the other hand gave the artistes the much-needed platform and recognition that soon pushed them to the rest of the world, where the big names operate.

Days back, Tiwa Savage quit Mavin Records after signing an exclusive recording agreement with one of the world’s leading music groups, Universal Music Group (UMG). Savage, under the agreement, will make music with UMG and have access to their infrastructure and distribution tools.

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Her future music will be released to a wider international audience through UMG’s operations in 60 countries.  It was mixed feelings for Don Jazzy, whose record label, Mavin, housed Savage for more than five years and turned her to a world star. Savage is the only woman to have won the MTV Europe Music Awards in the best African category, a feat that boosted the fortune of Mavin and took Savage to a new level.

Savage’s recording agreement is not UMG’s first foray into Africa: the Los Angeles-based music group currently operates in West and East Africa, and has signed some of the continent’s top artistes such as Ivorian DJ and singer DJ Arafat and Nigerian popstar, Tekno.

Last year, UMG acquired AI records, one of East Africa’s largest labels, and opened offices in Ivory Coast and Nigeria.

They also have a multi-year licensing agreement with Boomplay, Africa’s top music streaming platform.

The agreement offers UMG’s catalog in 10 African countries to Boomplay’s 5.6 million active daily users.

American record labels are increasingly looking to Africa. Warner Music Group recently inked a deal with Afrobeats label Chocolate City, while Sony Music’s RCA record label has signed some of the continent’s leading artists such as Davido and Wizkid.

Davido and Wizkid are two of the leading Nigerian music stars who have been cashing in on the popularity of their brands and music. In the last two years, they have both performed on some of the biggest stages across Africa and beyond. They have also had sold-out show in Europe, where they proved that Nigerian music has come to stay.

While the details of the deals they signed have not been made known to the public, investigation by R revealed that no other Nigerian artiste is making it big and counting their blessings like Wizkid and Davido.

With Savage joining the league now, it is obvious that it is Africa’s moment for music.

Many musicians in developing countries, particularly in Nigeria, don’t have access to structures that will help them grow, market and distribute their talent and music and by spreading its footprint on the continent.

Universal will create a stronger music market for Africans, says Nigeria-based music analyst,Joey Akan.

“UMG is trying to build businesses that involve talent management and infrastructure. They are expanding their territory and positioning infrastructure for the growth of artists too. Everybody benefits,” he said in an interview.

Speaking on her new deal, the mother of one said her biggest goal has always been to make Africa proud.

“My biggest goal is to make Africa proud. I’m so excited for this moment, and I’m thankful to (UMG CEO|) Sir Lucian Grainge and my new UMG family for their belief in my dreams. I’m looking forward to this next chapter in my career, and I’m more ready than I have ever been” Savage said in a media release announcing the deal.