SA: Musa Keys signs with T Effect

The deal will include brand management of the amapiano musician by T Effect, which has several years of experience managing award-winning musicians in South Africa. The company is expected to increase his impact on the global music scene.

Musa Keys is widely known for his chart-topping singles ‘Samarian Boy’ and ‘Vula Mlomo’ featuring Sir Trill and Nobantu Vilakazi, which has amassed more than 5 million views on YouTube since February.

“I’m excited for this new journey I will be embarking on, with The T effect partnering with Top Tier Entertainment to further my brand and career as a whole. I think this will be a thrilling experience for me,” Musa Keys, who is the director of Top Tier Entertainment, said.

Top Tier founder and CEO Dimpho Rapudi said: “We look forward to the services that they [T Effect] will bring towards the growth of the brand. We believe the partnership will breed a successful relationship in order to accomplish an extraordinary brand.”

T Effect co-CEOs Tshiamo Letshwene and Nhlanhla ‘Nivo’ Ndimande said in a joint statement: “We’re thrilled to welcome Musa Keys and Top Tier Entertainment to our family. Musa continues to display brilliant artistry and we look forward to furthering his career to new heights both locally and internationally.”

Born Musa Makamu, Musa Keys has been producing music since he was 14 years old. He has worked with a number of top local musicians including DBN Gogo and Major League DJz. He is expected to release more music under the new management deal.

The move adds to T Effect’s recent partnerships. In June, the talent agency partnered with global DIY music distribution company TuneCore on a new series of masterclasses for independent artists and labels.