UMG and Ethiopia’s Sewasew Multimedia strike licensing deal

Under the terms of the agreement announced on 16 November, Sewasew Multimedia will license and market UMG’s extensive catalogue of music in Ethiopia. This includes music from UMG’s globally recognised labels such as Def Jam, Interscope Records, Island Records, Motown Records, Republic Records and Virgin Records, as well as music from their African divisions such as Def Jam Africa, Motown Gospel Africa and Republic Records Africa.

The DSP agreement between UMG and Sewasew Multimedia is a significant development for the Ethiopian music industry. It will provide Ethiopian consumers with access to a wider range of music and supercharge the reach of Ethiopian artists, bringing their music to a global audience.

“We are excited to partner with Sewasew Multimedia to bring UMG’s music to the Ethiopian market,” UMG EVP Africa, Middle East and Asia, Ulrik Cahn said. “UMG has a long and successful presence in Africa, and given Ethiopia’s rich and vibrant music culture, we are excited to work with Sewasew Multimedia to help grow the Ethiopian music industry to its full potential.”

Sewasew Multimedia managing director Abraham F said: “We are thrilled to partner with UMG, the world leader in music-based entertainment to bring their extensive catalogue of music to the Ethiopian market. This partnership is a testament to Ethiopia’s growing importance in the global music industry, and we are confident that it will be a success for both companies.

“According to the 2023 IFPI report, sub-Saharan Africa was the fastest-growing region in the world with recorded revenue growth of 34.7%. The agreement is a demonstration of UMG’s commitment to the region, and its wider strategy to increase its presence and accelerate its growth in high-potential music markets around the world.”

Since its launch in October 2022, Sewasew Multimedia’s streaming platform has gained popularity in Ethiopia and abroad for its exclusive content. The company has so far signed over 100 artists.