Virgin Music Group announces operations in Lagos

The move follows the label and artist service company’s foray into Africa in June last year. It now boasts partnerships with over 50 labels and more than 100 artists from across 25 African countries. It says it has “played a major role in many of the world’s emerging popular music genres, including Afrobeats.”

Ikazoboh, a seasoned music manager with Kimani Moore Entertainment, will be based in Lagos. Prior to her new post, she held various roles at Warner Music Group’s Emerging Markets division, and is credited with helping to propel the careers of Odunsi the Engine, Mowalola and Tay Iwar, among others. Dvpper and Reekado Banks are among the first artists announced as Virgin signees.

“Nigeria has become a hugely important creative hub, producing some of the most exciting music anywhere in the world,” Ikazoboh said. “I’m looking forward to working with independent labels and artists to help them build their fan bases both here and around the world. I am truly honoured to lead this mission with my team and look forward to the incredible journey ahead.” 

Virgin Music International managing director Michael Roe said: “Kay is known throughout Nigeria as a champion of independent labels and artist development. Her relationships, expertise and insight into the local market make her the perfect executive to lead our operations in this very important music market.”

Virgin Music Group was formed as a new worldwide division in September 2022 when it aligned its pre-existing label and distribution services with marketing company Ingrooves.

“The global appetite for the incredible musical creativity springing from Africa has never been stronger,” Virgin Music Group co-CEO Nat Pastor said. “Establishing a presence in Nigeria is another important step in our commitment to serving independent African artists and entrepreneurs throughout the region.”

International music companies are increasingly setting their sights on Nigeria due to the global impact of the Afrobeats genre. Last week, creative services company gamma. named Nigerian songwriter and artist Larry Gaaga as its vice-president/general manager for Africa, with Lagos as his base.

In February last year, American distribution company and record label EMPIRE expanded its operations to Africa, establishing EMPIRE Africa’s headquarters in Lagos, to support its artists in sub-Saharan markets like Nigeria, Ghana, South Africa and Ivory Coast.