Sony Music Africa strikes strategic partnership with Crux Global

Sony Music Entertainment and Crux Global have unveiled a groundbreaking strategic partnership aimed at boosting Ghana’s music industry by offering extensive support to local artists across different phases of their careers.

The collaboration will provide a three-tiered system, catering to rising talent, mid-level artists, and established stars, ensuring tailored resources and opportunities at every stage of their musical journey.

1. Distribution Tier: Facilitated by Sony Music’s leading music distribution company, The Orchard, this tier empowers independent artists in Ghana with the tools and resources needed for global distribution, enabling emerging talents to share their music widely and effectively.
2. Full-Service Tier: This tier provides comprehensive full-service to artistes under Sony Music Africa, such as all-inclusive support including production, marketing, and distribution to empower select artists in fully realizing their potential on the international stage.
3. Catalogue Music Tier: Dedicated to bringing timeless catalogues to Digital Streaming Platforms (DSPs), this tier ensures the rich musical heritage of renowned Ghanaian artists is preserved and accessible to new generations of music fans.

Now based in Accra, Ghana, the newly formed partnership between Sony Music Entertainment and Crux Global will operate under the leadership of Sean Watson, Managing Director of Sony Music Africa. The initiative will also be guided by 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.

Accra will serve as the central hub for all partnership-related activities, including artist development, distribution, and catalogue management. This move highlights the commitment of both Sony Music Africa and Crux Global to fostering growth and innovation in Ghana’s music industry.

“We are excited to partner with Crux to tap into the incredible pool of talent in Ghana,” said 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.”

“This partnership with Sony Music marks a pivotal moment for the music industry in Ghana,” said Ike Otoo Arhin, Co-Founder of Crux Global.

“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,” added Kofi Kyei, Co-Founder of Crux Global.

Nonetheless, Crux Global, the pre-eminent Ghanaian-owned music company offering digital distribution services, has been operating for over six years and is the leading Ghanaian-owned distribution and record label company in Ghana.

Crux Global’s most notable success was the release of one of the biggest songs from Ghana, “Sugarcane (Remix)” featuring Camidoh, King Promise, Darkoo, and Mayorkun.

The hit track “Sugarcane” resonated deeply with audiences across Ghana, Nigeria, and the diaspora, accumulating over 100 million views on YouTube and surpassing 150 million streams on digital platforms.

Released in collaboration with MOVES Recordings, Crux Global’s former partner, the song’s success marked a significant milestone for Camidoh, who also earned a BET award nomination that year.

In addition to their work with artists, Crux Global hosts yearly writing camps and educational summits aimed at nurturing talent and fostering growth within Ghana’s music industry, playing a crucial role in the market’s expansion.