UMG East Africa signs Kenyan artist Vic West

Widely regarded as one of the key innovators driving the new wave of Kenyan music, Vic West’s signature productions have dominated airwaves across the East African nation and beyond. His unique blend of African rhythms and modern production has resulted in multiple chart-topping hits and collaborations with leading Kenyan artists.

According to UMG East Africa, with this deal, Vic West will expand his creative reach and collaborate with global artists, pushing the boundaries of African music further.

“Vic West’s signing marks a significant milestone for the rapidly growing Kenyan music industry, solidifying UMG’s commitment to showcasing Africa's dynamic musical talent on the continental and global stage,” UMG East Africa said.

“I’ve always been driven by a desire to push the boundaries of my music and creativity,” Vic West said. “Signing with UMG East Africa felt like the perfect opportunity to take my sound to a global platform. Universal has an incredible legacy of supporting artists across all genres, and their vision aligned perfectly with my goals as both a producer and artist. Their resources, reach, and support will allow me to explore new sounds, collaborate with a wider range of artists, and truly elevate my work beyond just regional recognition.”

Commenting on the deal, UMG East Africa general manager Chinasa Udeala said: “Vic West is an extraordinary talent with a unique sound that resonates deeply with fans, not just in Kenya, but around the world. We are excited to welcome him to the UMG family and look forward to working together to further elevate African music on the global stage.

“Universal Music Group's East Africa division has been instrumental in championing artists and producers from the region who are making waves locally and internationally. By signing Vic West, UMG East Africa reaffirms its mission to be a global leader in African music and build stronger connections between African creators and the global music industry.”

Vic West’s work includes collaborations with major Kenyan artists such as Fathermoh, Savara (formerly of Sauti Sol), Brandy Maina and Breeder LW, among others.

Crafting his sound throughout high school and university, Vic West’s breakthrough came after producing the viral hit song ‘Kuna Kuna’.

The development follows Universal Music Group East Africa's recent signing of Kenyan singer and songwriter Njerae.