Warner Music Africa (WMA), a key player in Africa’s music industry, has joined forces with GUTA Sync, the sync arm of Ground Up Chale, to reshape the future of music synchronization and licensing for African artists. This groundbreaking partnership is designed to elevate African music’s global reach while unlocking lucrative sync opportunities in film, television, advertising, and digital media.
A Fusion of Expertise and Reach
The collaboration unites WMA’s vast artist catalog and Africori, its affiliate and Africa’s largest music distributor and publishing company, with GUTA Sync’s expertise in creative licensing. Together, they will curate sync placements that showcase the richness of African music genres, including Amapiano, Afrobeats, Afro Pop, and Afro House, ensuring that African sounds become a staple in global media projects.
Early Wins and Promising Future
This partnership has already yielded impressive results, such as Joeboy’s syncs with the Premier League and SuperSport, as well as the placement of “Adenuga” in Premier League media. These achievements underscore African music’s growing influence in creating memorable media experiences worldwide.
Leadership Perspectives
Sakhile Ntshangase, Sync Coordinator at WMA, highlighted the milestone, stating:
“This partnership aligns perfectly with our mission to amplify African talent globally and unlock new revenue streams through sync licensing. We’re excited to explore new opportunities that highlight the power of African music in diverse media formats.”
Tumi Mogapi, Africori’s Head of Publishing, emphasized the possibilities:
“With GUTA Sync’s proactive approach, our catalog will meet the evolving needs of global media, boosting African music’s visibility in TV shows, commercials, and video games.”
Eph Yeboah, GUTA Sync’s Founder, noted:
“Africa’s music is charting globally, and this partnership is a timely investment in the next wave of sync licensing opportunities. The world is ready for more African music in its media.”
Glen Sho, Founder of Ground Up Chale, shared his enthusiasm:
“This collaboration reflects our dedication to uplifting African musicians on the world stage and exploring new commercial opportunities.”
A Vision for the Future
This strategic partnership is set to revolutionize sync licensing in Africa, offering global media projects access to fresh, compelling African soundtracks while creating sustainable opportunities for local artists. As African music continues to gain international recognition, WMA and GUTA Sync aim to keep it at the forefront of global media innovation.
This partnership is a testament to the growing influence of African music and its ability to resonate across borders, setting the stage for even greater success in the years to come.
Source: African Publicity
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