SA: Master KG inks deal with Elektra France

Elektra France is a record label owned by Warner Music Group (WMG). The deal will let the French company hold the rights for the album worldwide, excluding sub-Saharan Africa where its rights are held by WMG’s Alternative Distribution Alliance (ADA) division.

The signing is courtesy of WMG’s partnership with Africori, a digital music distribution and development company based in Johannesburg, South Africa, and record label Open Mic Productions, which Master KG is signed to. In April, Warner Music’s ADA signed a global distribution rights deal with Africori, which gave the label access to the latter's network.

“I’ve worked extremely hard on this record together with Open Mic Productions and I believe it’s my best work yet," Master KG said: “I am proud of what we’ve produced, so it’s great to see Warner Music put their trust, belief and global footprint in it as well.”

“Warner Music France president Thierry Chassagne said: “Working alongside Africori, Open Mic Productions and our international partners within Warner Music, I’m excited to see how this record will travel around the world.”

Africori CEO Yoel Kenan added: “This record is shaping to be one of the biggest albums to come from the continent. “We are extremely pleased in the way the Warner and Africori teams are working together in implementing a truly global campaign.”

Last month, Master KG’s music video for the ‘Jerusalema’ single reached more than 50 million views on YouTube. The track went viral after it sparked a global dance craze called #JerusalemaChallenge, and spawned videos from France, Spain and Italy, among others. The single also reached the No 1 spot on the Top 200 France charts, and its remix, which features Burna Boy, claimed No 5 on the same chart.

Master KG hails from the Limpopo province of South Africa. He rose to fame with his 2018 debut album Skeleton Move, which won him a number of awards. However, ‘Jerusalema’ was not nominated at the 2020 South African Music Awards.