- Ghana-based African entertainment TV channel Watsup TV has struck a partnership with Sony Music
- The partnership will help promote Ghanaian and other African artistes to new audiences across the world
- The partner was announced on Wednesday, January 20, 2021
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Ghana-based Pan-African entertainment TV Channel, WatsUp TV, has struck a deal with Sony Music to promote music talents across Africa.
The partner which was announced on Wednesday, January 20, 2021, will allow WatsUp TV to use its platforms in multiple African countries to promote Ghanaian and other African artistes and their works to new audiences.
Speaking after announcing the partnership, Watsup TV CEO ABD Traore, noted that, the deal with Sony Music will give a big push to the works WatsUp TV has embarked on over the years to promote Pan-African music content and distribute them across the continent and beyond.
Traore also noted that talents affiliated to Sony Music will also get the opportunity to market their works and have the African continent appreciate their crafts.
On his part, Head of PR and Admin of Sony Music West Africa Jim Donnett expressed confidence in WatsUp TV's ability to help Sony Music tell its story to new audiences.
“A key component of our operations as a music company is storytelling and we are confident in WatsUp TV's ability to help us achieve this objective by reason of their influential status in pan-African entertainment and the many products and networks they have established to support the function of informing audiences far and wide," Donnett said.
Talking of how the partnership was going to benefit musicians in West Africa, Donnett indicated that Sony Music was going to help bridge the gap between the grassroots and the overseas.
"...We are implementing systems in coalition with regulatory bodies, DSPs, telcos, people in fintech, the media, to propound solutions that will contribute to changing the behaviour and pattern of response to product creation, marketing and consumption using home-derived formulas," he explained.
Sony Music's support, he added, will be coming in different tiers and it is expected to create opportunities for African musicians to level up in terms of music cred and brand representation with their colleagues from western shores.
While Sony Music is an established international brand with a West Africa branch in Lagos, Nigeria, which boasts of big acts like Davido and Wizkid, WatsUp TV can be described as a startup business.
Established about six years ago as a 30-minute entertainment programme, it has metamorphosed into a 24-hour digital entertainment Television channel made for the Pan-African Bi-Lingual community and also aired on various television channels across Africa through a partnership with satellite provide TV Canal+.
With its history, the partnership with a global giant such as Sony Music is very commendable and we hope Ghanaian artistes can take full advantage and reap the benefits
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