Chocolate City and Warner Music sign partnership deal

The global music giant has announced a partnership with popular Nigerian record label Chocolate City. “Nigeria is one of the most exciting music markets in the world and Chocolate City’s trailblazing role in it over the years cannot be overstated," said Temi Adeniji, Warner Music's director of international strategy and operations.

"The label will provide us with valuable insight on best practices in the region, as well as on-ground expertise in scouting and developing emerging talent. Our partnership allows for a free exchange of ideas and music that will promote and support local artists, exemplifying WMG’s primary objective in determining our approach to emerging markets.”

While Chocolate City remains under the leadership of co-founders Audu Maikori and Paul Okeugo, the partnership, according to an official statement, "will dramatically grow the reach of African artists around the world, and will create new opportunities for global superstars in the region".

Chocolate City is home to Femi Kuti, M.I. Abaga, Dice Ailes, Nosa, ClassiQ and Ruby Gyang. Its newcomers include Blaqbonez, C Kay and Street Billionaires. In the past, the label released albums from Brymo, Ice Prince and Jesse Jagz.

"Under the terms of the proposed deal, music from these artists will join Warner Music’s repertoire, and they will receive the support of the company’s wide-ranging global expertise, including distribution and artist services via ADA – WMG’s independent label services division," the statement continues.

"The Chocolate City team will continue to develop local artists and support the management of WMG’s global superstars across sub-Saharan Africa, including a strategic, reciprocal marketing agreement with WMG South Africa. WMG will also provide financial support to Chocolate City to achieve its mission of signing and developing the best local talent in this fast-growing market."

The move by Warner Music will ensure that the company enjoys a significant slice of the Nigerian market, given its recent partnership with African streaming giant Boomplay Music.

“The music scene in Nigeria is so rich and diverse that it’s important that we develop bespoke entrepreneurial strategies," Warner Music's Alfonso Perez-Soto said. "At the same time, we’ll keep in mind the lessons learnt from other emerging markets, for instance Latin America where we successfully broke local artists globally. We have great affinity with Chocolate City’s creative and ambitious approach and we’re excited about Warner’s role in bringing to life their vision of taking their music worldwide.”

The partnership will be seen as unique by players in the music industry: whereas the company's main competitors, Sony and Universal, have opted to sign artists and open branches across Africa, Warner Music has partnered with one of Nigeria's most well-structured and successful record labels.

For Chocolate City CEO Audu Maikori the deal "is unique in the sense that our clients get the best of both worlds - curated and bespoke services by a highly experienced team across Africa and a dedicated global team to further push their music and their brands.”