Aristokrat Group signed a partnership deal with Universal Music France.
The deal is a label and publishing deal. With an aim to discover African artistes across the internet and launch them to the global market.
Recording Artists on Aristokrat’s current roster to benefit from the joint label deal are; music producer Kel P, a frequent collaborator with Burna Boy, singer and producer Jujuboy Star, and Cameroonian singer T’neeya. The publishing signings includes Kel P, Jujuboy Star and Saszy Afroshii, who is a fast rising female producer.
Here’s what Olivier Nusse, CEO Universal Music Group France has to say about the partnership deal, “Having this partnership with Aristokrat so far is the best way to have a real team there, that knows the country, knows the culture and is developing projects, but is not trying to imitate U.S.-[style] production.”
Universal Music Group is taking a different approach in its operations in West Africa, from other major labels modus operandi. UMG seeks to firstly develop the African market before looking at global projection.
“What most of our competitors started to do is to sign some artists in this region and the first thing they promise is to have some international success in the U.S., the U.K. or France,” Nusse says. “That is totally different to the way that we are talking to the artists and developing our business there. We really want to develop first a market in Western Africa.”