The Orchard confirms executive hires in key African markets

In operation for 25 years, The Orchard functions as a full-service music distribution company with presence in more than 45 cities worldwide. The company's services include digital and physical sales and marketing, advertising, sync and brand partnerships, rights management, video monetisation, collaborator splits and royalty accounting, publishing and administration, among others.

The African appointments were made public in a press statement. The new execs include director of distribution Mpumi Phillips, who will lead the company’s Johannesburg, South Africa office, Beth Achitsa, who assumes the post of artist and label relations manager in Nairobi, Kenya and Ikechukwu Onuorah, who will serve as director for Nigeria.

Phillips, Achitsa and Onuorah will report to the company’s vice president for Africa, Ben Oldfield. They are expected to provide local distribution expertise, release strategy, and regional support to The Orchard’s extensive roster of artist and label clients while focusing on expanding the reach of African artists to global audiences.

Phillips joins The Orchard with almost 20 years of industry experience, starting her career as a label manager at Ghetto Ruff before spending 10 years at Sheer Publishing. Onuorah started his career in London where he gained experience in booking, artist and stage management, festival planning and more. Onuorah previously held positions at Urban Soul Orchestra, Artiste Manager Association Nigeria and the Gidi Culture Festival. In East Africa, Achitsa boasts of years of festival experience including her position as the Production Lead for the East Africa Music Summit and work with the Lola Kenya Screen Festival.

“The Orchard’s expansion into this musically rich continent will connect artists to fans all over the globe,” Oldfield said. “Growing our presence with local leadership in these three key markets cements our long-term commitment to artists and labels in Africa, and ensures we have trusted leaders on the ground who truly appreciate, value and understand these varying cultures.”

“I am so excited to have this opportunity to work with South African artists and labels while expanding their global reach through the innovative network that The Orchard has to offer,” Phillips said. “The company is renowned for always putting its clients first and my focus will be to build long term relationships and empower entrepreneurs in South Africa through all the work that we do.”

Onuorah said: “The Orchard’s key strength is its ability to support clients while pushing them to achieve maximum exposure through global reach, whilst at the same time being flexible in its approach and tailoring services to the unique circumstances of the continent.

“Most importantly, the company is strongly committed to contributing to the expansion of West Africa by supporting initiatives that empower and sustain economic growth.”

“The Orchard’s expansion into East Africa means we can be much more hands-on with our artists on the ground,” Achitsa added. “For such a young market where the streaming business is on the rise, it gives me great pleasure to be a part of a global team, serving our labels and partners with local solutions while enabling them to build their businesses globally.”

In addition to the new executives, The Orchard has expanded its artist and label roster across the continent, notably South Africa’s Busiswa, BlaQ Diamond, Babes Wodumo and Vusi Nova, and labels Ambitiouz Entertainment and Ghetto Ruff. In West Africa, the company’s signees include Nigeria’s Lady Donli, Wavy the Creator, Zinoleevsky, Mohbad, Ghanaian Banku producer Juls, Naira Marley and Marlian Music. East African artists and labels that have joined The Orchard include Tetu Shani, Maurice Kirya, Bushali, Eric Wainaina, Green Ferry and Bongo Records.