Universal Music Group is betting big on French-speaking Africa, announcing a new partnership on Wednesday with the founder of Wèrè Wèrè Music Bineto Sulla to lead Def Jam Africa's efforts in the rapidly growing music market. In partnership with Universal Music France and Capitol France, Sylla and her team will focus on discovering and producing French-speaking artists in the region and guiding them to global success.
Sub-Saharan Africa is the fastest-growing market region, according to IFPI's World Music Report, with sales up 25% last year, largely due to increased use of paid subscription services. There are over two dozen French-speaking countries in Africa, including Cameroon, Ivory Coast, Niger, Burkina Faso and the Democratic Republic of Congo.
“In partnership with Def Jam and Capitol, Wèrè Wèrè Music is uniquely positioned to bring commercial and global success to unique African talent from across the continent,” said Sylla, who also heads Paris-based Syllart Records , which was founded by her father. Ibrahima Sylla in the late 1970s. “Def Jam, our driving force, is a strong, unifying brand in the French-speaking and international ecosystem. Def Jam Africa is more than just a music label. it is the embodiment of a set of authentic values that make no compromises in artistic excellence.”
Sylla founded the company Wèrè Wèrè Music in 2023.
Def Jam Africa launched in the continent's French-speaking markets in 2020. UMG has also stepped up its presence in English-speaking African countries, most recently with the proposed acquisition of Nigerian label Mavin Global, the flagship label founded by Don Jazzy where is the house in stream, Ayra Starr, Pastel and Ladipoe, among others.
“Having launched and developed the Def Jam Africa brand in this region of the continent, I am delighted to see it take on a new dimension through this partnership,” he noted Frank Kaku, managing director of Universal Music Africa. “I know Binetou's passion and expertise and combined with the skills of our Capitol and Universal Music France teams, this will create more opportunities and success for the many talents from French-speaking Africa.”
from our partners at https://www.billboard.com/business/record-labels/def-jam-africa-french-speaking-countries-binetou-sylla-1235664731/