TuneCore officially announces Africa team

The company began the operations late last year, and spoke to Music In Africa about its expansion plans on the continent in January.

Leaf is head of the Southern African region and shares responsibility for key countries in East Africa with Onuchukwu, who joined the company as Leaf's counterpart in West Africa. The executives report to TuneCore vice-president international Faryal Khan-Thompson.

Leaf, who is based in South Africa, also oversees operations in Namibia, Botswana, Zimbabwe, Zambia, Malawi and Lesotho. She also manages logistics in East African countries, including Kenya and Uganda. Onuchukwu will be in charge of functions in Nigeria, Ghana, Liberia, Sierra Leone and The Gambia, as well as Tanzania and Ethiopia in East Africa. 

“I am incredibly excited to join the team in a time where the global conversation is around independence and ownership,” Leaf said. “TuneCore opens up a world of potential for independent artists at every level of their careers. Africa is home to a diverse range of artists who are seeking a reliable distribution service which understands their local needs and can ultimately give them the opportunity to turn their art into commercial success.”

Onuchukwu said: "I am elated to be joining a renowned, independent music distribution powerhouse, especially in an incredible era for music creators in Africa at a time when we are gaining global recognition and increasing momentum. I look forward to collaborating with and supporting local artists."

Khan-Thompson had this to say about the new appointments: “Africa is an extremely exciting music market with a lot of potential for growth. By hiring Jade and Chioma to lead our efforts, TuneCore is well positioned to maximise opportunities for independent artists across the continent. Both Chioma and Jade bring a wealth of experience and genuine interest in helping artists make their dreams come true.”

Before joining TuneCore, Leaf was a marketing manager for Youth and Music Channels at Multichoice, where she led brand re-imaging and marketing efforts for Channel O. Prior to that, she worked at Sony Music Entertainment Africa, where she focused on African artists and content, as well as several marketing campaigns and projects for local and international artists.

Onuchukwu previously performed the role of a marketing manager for Nigeria-based streaming platform uduX Music, where she worked with popular African artists like Davido, Yemi Alade, Patoranking and Kizz Daniel, among others.

In the interview in January, Leaf told Music In Africa that TuneCore's local investment would be able to service artists in a way that contributes to the infrastructure for music on the continent.

“As we work towards customising our service, there are key areas that we plan to focus on such as reviewing the local stores for online distribution and a big focus on education for artists to better equip themselves with the tools to release music independently. Online distribution is the first step in building a fan base where an artist is able to promote their single or project across various DSPs,” the executive said.

Leaf also said that high data costs were stifling the continent's full potential in terms of live streaming. “Globally, we have seen an increase in live streams, whether its talks, performances or rap battles, and it’s been no different in Africa. However, because of high data costs, live streaming has not managed to bring in large audience numbers. At the centre of our 2021 plans for Africa is partnerships with local entities to reach as many independent artists and music creators on the continent”, Leaf said.

Meanwhile, US independent music distributor CD Baby last week announced that it appointed Sakhele Mzalazala as its first representative in Africa. The move forms part of the company’s expansion plan to develop an international artist services team in Africa.