Sony Music Entertainment and Crux Global Forge Strategic Partnership
Sony Music Entertainment has partnered with Crux Global to revolutionize the music landscape in Ghana. This strategic alliance aims to provide comprehensive support for Ghanaian artists at various career stages, from emerging talents to established icons.
The partnership introduces three distinct tiers of support tailored to the diverse needs of artists:
- Distribution Tier: Spearheaded by Sony Music’s acclaimed distribution arm, The Orchard, this tier empowers independent artists in Ghana with essential tools for global distribution. Emerging talents will now have the resources to effectively share their music on an international scale.
- Full-Service Tier: This comprehensive support package is available for select artists under Sony Music Africa. It encompasses production, marketing, and distribution, equipping these artists to maximize their potential and reach global audiences.
- Catalogue Music Tier: Focused on preserving Ghana’s rich musical heritage, this tier aims to bring timeless catalogs of renowned Ghanaian artists to Digital Streaming Platforms (DSPs), ensuring accessibility for new generations of music lovers.
With a new headquarters established in Accra, the partnership will be guided by Sean Watson, Managing Director of Sony Music Africa, alongside Christel Kayibi, Director of Repertoire Strategy for Africa, and Jean-Sebastien Permal, Vice President of A&R for Continental Europe and Africa. The Accra hub will serve as the operational center for all activities, reinforcing the commitment of both organizations to the Ghanaian music industry.
“We are excited to partner with Crux to tap into the incredible pool of talent in Ghana,”
stated Sean Watson.
“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.”
Ike Otoo Arhin, Co-Founder of Crux Global, emphasized the importance of this collaboration, stating,
“This partnership with Sony Music marks a pivotal moment for the music industry in Ghana. 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.”
Kofi Kyei, Co-Founder of Crux Global, echoed this sentiment, highlighting the potential for growth in the Ghanaian music sector.
Crux Global, a leading Ghanaian-owned music company, has been instrumental in the local music scene for over six years.
Known for its digital distribution services, the company gained widespread recognition with the hit song “Sugarcane (Remix),” featuring artists like Camidoh, King Promise, Darkoo, and Mayorkun.
The track has garnered over 100 million views on YouTube and 150 million streams across various platforms, showcasing Ghana’s musical talent to a global audience. Camidoh’s subsequent BET nomination further highlighted the international potential of Ghanaian artists.
In addition to distribution services, Crux Global actively contributes to the development of the music industry through annual writing camps and educational summits, fostering growth and creativity within Ghana’s vibrant music community.
As this partnership unfolds, the Ghanaian music scene stands poised for transformation, offering new opportunities for artists and creating a lasting impact on the global music landscape.