Sony Music West Africa ‘committed to innovation and growth’

The music executive, who has led the company since 2019, shared this at the recent Beat Brunch event in Lagos, Nigeria, which celebrated 15 years of local and regional influence by The Beat 99.9 FM.

The event, held in partnership with SMWA, also sought to foster key collaborations across various cultural players in Nigeria’s growing pop scene.

“Our goal has always been to nurture talent from the grassroots while building bridges between African music and the global market,” Lloyd said.

“We’re not just here to observe the culture; we’re here to contribute to its growth, provide a platform for new voices, and inspire innovation within the industry. It’s through initiatives like [the brunch] that we create spaces for the next generation of African artists to connect, collaborate, and flourish in a sustainable way.” 

Since its establishment, SMWA has backed the careers of a raft of Afrobeats stars, including Ghana’s Gyakie and Nigeria’s Mayorkun. In recent years, the company has also announced emerging acts like Asomacy from Ghana F3line from Nigeria, and Nigerian-Beninese singer-songwriter and producer Milar.

Speaking to Music In Africa two years ago, Lloyd noted that the “international market is listening to the music more and bringing more money to the artists, and also the local markets are growing, bringing revenue to the artists. So in terms of revenue, it’s only going to get better.”

SMWA marketing manager Omolola Ige added: “Building strategic partnerships is crucial for deepening our roots in the Nigerian music scene. It enables us to tap into local expertise, develop artists, increase market penetration, and ensure cultural relevance.”

The Beat 99.9 FM programmes director Osikhena ‘Osi Suave’ Dirisu said: “We’ll continue building strong connections through community-based initiatives, exclusive fan experiences, and interactive events.”