Universal enters strategic partnership with producer Binetou Sylla and Wèrè Wèrè Music to lead Def Jam Africa across French-speaking Africa
Universal music France (UMF) has signed a new strategic relationship with Binetou Sylla, producer and founder of independent label Wèrè Wèrè Music.
The partnership will see Paris-based Binetou Sylla spearhead Def Jam Africa in French-speaking markets on the continent, in collaboration with Universal Music France and its entities. capital French division.
Def Jam Africa launched in May 2020and original extend into three markets in French-speaking Africa; Côte d'Ivoire, Senegal and Cameroon in July of that year.
Universal said that Sylla's appointment “marks the start of an exciting new chapter” for Def Jam Africa, with further announcements on signings and projects to follow in the coming months.
With over 10 years of experience running independent record labels between Paris and the African continent, including the historic Syllart Records label, Binetou Sylla brings a wealth of expertise to the partnership newly established which UMG says “will focus on unearthing and producing authentic artists”. through innovative, pan-African music projects that have the potential to reach global audiences.”
Combined with the expertise and network of Universal Music France, Universal said Def Jam artists signed in Francophone Africa “will be uniquely positioned to reach the largest possible global audience ”.
Def Jam Africa's renewed focus on Francophone Africa comes at a time of significant growth in Africa's music business.
Based on IFPImost recent Global Music Report, Sub-Saharan Africa is the fastest growing recorded music region globally for the second year in a row in 2023, with revenues increasing 24.7% YoY, Primarily driven by growth in paid streaming revenue 24.5% YoY.
UMG also said the new partnership will complement its “strategy of increasing presence and accelerating growth in high-potential music markets around the world.”
This strategy was highlighted by a recent UMG report redemption The majority stake in the famous record label Mavin is based in Nigeria.
“I am proud to partner with Universal Music France with a shared vision and passion to develop regional artists in Francophone Africa internationally.”
Binetou Sylla, Syllart Records / Wèrè Wèrè Music
Binetou Sylla, Director of Syllart Records and founder of Wèrè Wèrè Music, said: “I am proud to partner with Universal Music France with a shared vision and passion to develop regional artists in African-speaking Africa France internationally.
“In partnership with Def Jam and Capitol, Wèrè Wèrè Music is uniquely positioned to bring global and commercial success to unique African talent from across the continent. Def Jam, our driving force, is a strong, unified brand within the international and francophone ecosystem. Def Jam Africa is more than just a music label; it embodies a set of authentic values that do not compromise on artistic excellence.”
“In light of the recent worldwide successes of English-speaking artists, I have every confidence that the French-speaking scene will certainly shine on the world stage as well, with Def Jam Africa spearheading it.”
Olivier Nusse, Universal Music France
Olivier Nusse, President of Universal Music France, said: “We are extremely honored to be able to leverage the unique expertise of Binetou Sylla and her team to bring new talent from Francophone Africa to Europe. Africa, France and the rest of the world. .
“In light of the recent worldwide successes of English-speaking artists, I have every confidence that the French-speaking scene will certainly shine on the world stage as well, with Def Jam Africa spearheading it!”
“After launching and growing the Def Jam Africa brand in this part of the continent, I am excited to see the brand reach new heights through this partnership.”
Franck Kacou, African popular music
Franck Kacou, CEO, Universal Music Africa, added: “After launching and growing the Def Jam Africa brand in this part of the continent, I am delighted to see the brand reach new heights. new through this partnership.
“I know Binetou's passion and expertise, and combined with the skills of our Capitol and Universal Music France teams, this will only create more opportunities and success for more talent from Asia. Phi speaks French.”
“The Capitol team in France is delighted to partner with Binetou Sylla. Our shared vision knows no boundaries and we look forward to this exciting and extremely fruitful musical adventure.”
Alexandre Kirchhoff, Capitol Brand Services
Alexandre Kirchhoff, CEO, Capitol Label Services, said: “French-speaking Sub-Saharan Africa is the biggest growth driver in Africa and remains a center of world-class musical talent that has influenced and great impact on French music past and present, thanks especially to the diaspora.
“The Capitol team in France is delighted to partner with Binetou Sylla. Our shared vision knows no boundaries and we look forward to this exciting and extremely fruitful musical adventure.”Music business worldwide
