MePlaylist appoints Mathew Knowles as head of global marketing, communications

The news follows an earlier announcement that Knowles had invested in the Nigerian-owned music streaming startup. He will perform his duties under his new role, which entails managing global marketing and communication initiatives, from the US.

“l look forward to my new role with MePlaylist," Knowles said. "It gives me a deep sense of pride to partner with two incredible African men in a music streaming space that is dominated by those that don’t look like us. Our goal at MePlaylist is to bring awareness to the many incredible artists and plethora of African music genres.”

Knowles also said his mission at the company includes taking African music out of the generalised World Music category and give it the many powerful voices it deserves.

"We aim to make MePlaylist a worldwide platform where all genres of music will be represented and celebrated,” he said.

Knowles is a well-known music industry professional having worked with his daughters Beyoncé and Solange, Chaka Khan, Earth Wind & Fire and Destiny’s Child, achieving more than 450 million record sales globally.

Additionally, London-based Track Records Entertainment CEO Michael Kay Kiladejo was appointed as the head of MePlaylist’s global licensing and content acquisition arm.

“My career and passion have often led me along the path to the discovery of exciting new artists, in the earliest stages of their careers, that have gone on to become both globally significant and transformative in their impact on popular culture,” Kiladejo said. “So it’s immensely gratifying to be embarking on this venture at a time when Africa holds so much untapped potential to yield the next generation of global superstars."

MePlaylist founder Olakunle Oladehin said: “Our global footprint now matches our business outlook. Very much in line with our company values, this demonstration of inclusion and diversity sets a great tone for what the future will look like.”

MePlaylist was founded by US-based entrepreneur Olakunle Oladehin in 2017 and is available in Nigeria, Ghana, Kenya, Uganda, Tanzania, South Africa, Zimbabwe, as well as the UK and North America.