Flameboy Universe is first eSwatini artist to ink Sony deal

Flameboy, according to his manager Zwelakhe Simelane, is the first musician from eSwatini to clinch a deal with Sony/ATV.

“It's a great deal for him, it feels great,” Simelane told Music In Africa. “Our vision was to make universal music and sell our music to the world. Sony/ATV is one publisher that can put his music on the global market.

“It’s an exclusive agreement for songwriters and Sony will be licensing all his future works worldwide and making sure that he has a worldwide presence. He is done recording his second EP titled How to Talk to Girls and it will be out soon.”

Simelane said the publishing deal would afford Flameboy an opportunity to connect with other songwriters from Sony’s catalogue.

“Having listened to Flameboy’s music, the team at Sony was instantly interested in giving us a deal. They described his sound as eccentric, modern and futurist,” he said.

Swaziland Music Awards (SWAMAs) secretary-general Bongani Dube applauded Flameboy for partnering with Sony.

“The SWAMAs would like to congratulate Flameboy and his management for their hard work in professionalising the business of their music,” Dube said. “Deals with big publishers like Sony are quite seldom, potentially lucrative and game-changing, hence this is truly a historic moment for our arts in eSwatini. We wish the artist nothing but the best as he penetrates the global market.”

Before joining Sony, Flameboy had a deal with Sheer Publishing Africa, which published his debut album Rich People.