Ghana: Virgin Music Group partners MiPROMO to expand global reach

Founded over a decade ago, MiPROMO has built a reputation for its digital and video distribution, social media marketing, branding, and event activation services. The company has worked with numerous Ghanaian artists, helping them navigate the digital space and monetise their work.

Under the new partnership, Virgin Music Group will combine its global infrastructure and expertise with MiPROMO’s local network to offer artists improved access to international markets and promotional support. The agreement seeks to create new opportunities for African musicians by enhancing visibility and ensuring fair participation in the global music ecosystem.

Virgin Music Group Nigeria managing director Kay Ikazoboh said the collaboration represents more than a distribution deal. “We see this partnership with MiPROMO as more than distribution. It’s about creating long-term opportunities for artists to thrive globally. Our goal is to expand the reach of Ghanaian talent while providing the resources, mentorship, and platforms they need to build sustainable careers,” she said.

MiPROMO founder and CEO Nii Abbey Mensah described the partnership as a milestone in the company’s growth. “This collaboration arrives at a pivotal moment as we strengthen our international presence. Ghanaian music is reaching new audiences around the world, and by working with Virgin Music, we can help our artists access the platforms and exposure they deserve,” he said.

MiPROMO head of content and strategy Jesse Ababio said: “Our strength lies in supporting artists with tailored release strategies. Teaming up with Virgin Music allows us to pair our local experience with their global reach, ensuring our artists’ music connects with audiences worldwide,” he said.

Head of acquisition and distribution Vincent “Jaspa” Asare added that the partnership builds on MiPROMO’s long-standing role in developing talent. “MiPROMO has helped many artists establish successful digital careers. This collaboration provides the tools to continue growing Ghana’s and Africa’s music ecosystems,” he said.