Sony Music and Crux Global strike deal for Ghanaian artists

The arrangement comprises three tiers of support for artists, ranging from emerging talent to established names.

The Distribution Tier, facilitated by Sony Music’s distribution company The Orchard, empowers independent artists in Ghana with tools for global distribution, while the Full-Service Tier offers comprehensive support under Sony Music Africa, including production, marketing, and distribution. The Catalogue Music Tier focuses on bringing catalogues to digital streaming platforms (DSPs).

Accra will serve as the operational hub for all partnership activities, including artist development, distribution, and catalogue management. The partnership will be overseen by Sony Music Africa managing director Sean Watson, with support from director of repertoire strategy for Africa Christel Kayibi, and VP of A&R for Continental Europe and Africa Jean-Sebastien Permal.

“We are excited to partner with Crux to tap into the incredible pool of talent in Ghana,” Watson said. “This represents a significant step forward in our mission to support artists at every stage of their careers and to bring the Ghanaian sound to a global audience.”

Co-founded by Ike Otoo Arhin and Kofi Kyei, Crux Global, in operation for the past six years, was behind the release of one of the biggest songs from Ghana, Camidoh’s ‘Sugarcane (Remix)’, released in 2022 and featuring King Promise, Darkoo and Mayorkun. The track, which has amassed over 100 million views on YouTube and 150 million streams across DSPs, earned Camidoh a BET Award nomination. The company also holds annual writing camps and educational summits.

Arhin described the new deal as “a pivotal moment for the music industry in Ghana.”

Kyei added: “By combining our local expertise with Sony Music’s global reach, we are confident that we can provide unparalleled opportunities for both emerging and established artists in Ghana.”