Paul Azumah-Ayitey to lead Boomplay comms and PR operations in Africa

The news was made public this week, and will see Azumah-Ayitey helm the corporate communications and stakeholder relations efforts of the company on the continent. Before his new position, he was in charge of PR for Ghana.

In his new role, Azumah-Ayitey will manage strategic partnerships with relevant stakeholders while consolidating existing gains made by the company over the years, in line with Boomplay’s vision of projecting African artists and music.  

Speaking to Music In Africa, Azumah-Ayitey, who has been at the company for more than two years, said he welcomed the new journey, adding that he is “looking forward to the Boomplay brand further impacting the African music ecosystem to realise its potential while amplifying and sustaining the gains already made within the digital music landscape.”

Azumah-Ayitey’s experience within the music industry dates back to the 2000s as a young journalist covering the Ghanaian arts and culture scene focusing on emerging art forms, particularly the contemporary Ghanaian gospel music space, before pivoting into artist management and publicity. 

At Boomplay Ghana, he has managed strategic partnerships and PR campaigns that increased the company’s brand awareness, visibility and corporate image. These include deals with Universal Music, Billboard Merlin, MTN Ghana, AirtelTigo and CAPASSO, among others.

He is also credited with helping to position Boomplay as a repository for music business and digital music economy education for music industry stakeholders. Furthermore, he brokered a major partnership with Ghana’s leading media group, Media General, and curated the 2022 Showbiz Conference in Ghana which brought together stakeholders from the tech, media, music, telco and banking industries.

In July, Azumah-Ayitey was key to Boomplay joining forces with global short-form video hosting service TikTok for cross-promotion of trending content on both platforms via mutual playlists and content discovery. 

Founded in 2015, Boomplay currently boasts over 90 million monthly active users (MAUs), with a catalogue of more than 110 million songs from around the world. In Africa, the company boasts presence across Nigeria, Kenya, Tanzania, Ghana and Cameroon, among other regions.