Warner Music Africa partners GUTA Sync to revolutionise African music synchronisation

The partnership, which seeks to expand their reach across the continent and globally, combines Warner Music Africa’s extensive artist roster and catalogue with GUTA Sync’s innovative expertise in creative licensing solutions.

Together, the two entities aim to enhance the visibility and impact of African music by providing a comprehensive suite of synchronisation services. These services connect African artists with high profile projects in film, television, advertising, and digital media. The collaboration includes WMA’s affiliate AfriCori and is also designed to unlock new revenue streams for African artists. Leveraging GUTA Sync’s licensing know-how and WMA’s diverse catalogue, the agreement promises to offer unparalleled opportunities to showcase African music to global audiences.

“This partnership marks a major milestone in our efforts to bring African talent to the world,” WMA sync coordinator Sakhile Ntshangase said. “GUTA Sync’s cutting-edge approach to music licensing aligns perfectly with our mission to create new revenue opportunities for local artists through sync licensing. We’re eager to explore collaborations that will elevate African music on diverse media platforms.”

According to a statement, the collaboration is already making waves, with successful sync placements including Joeboy’s partnerships with the Premier League and SuperSport, and the Premier League’s use of hit song ‘Adenuga’. These achievements demonstrate the untapped potential of African music to create memorable media experiences.

AfriCori head of publishing Tumi Mogapi said: “Since partnering with GUTA Sync, their team has been proactive in pitching our music for TV shows, commercials, and video games. Genres like amapiano, Afrobeats, Afropop, and Afrotech are perfectly suited to meet the diverse needs of media projects. We look forward to optimising our catalogue to further boost visibility for African artists.”

With the partnership already in motion, WMA and GUTA Sync are poised to launch a series of initiatives designed to expand the global reach of African music. Both organisations strive to foster innovation and creating meaningful opportunities for artists while enriching media projects with authentic African soundtracks.

GUTA Sync founder Eph Yeboah said: “Africa has been the fastest-growing region for recorded music for two consecutive years. Our stars are charting globally and performing at some of the world’s biggest venues and festivals. I believe this partnership will unlock more sync licensing opportunities for African music globally in the coming years.”