GoDigital Music-owned Cinq Music wants to help more African artists break worldwide – and it’s working with Afrobeats artist and label boss D’Banj to do it.
The company has inked a partnership with Cream, his company that describes itself as “the first African-owned, direct-to-consumer super fan platform creatives” – with more than seven million subscribers in Nigeria.
The deal involves Cinq Music acquiring D’Banj’s music catalogue, while trying to build “a scalable pipeline for the next generation of African talent to the global stage”.
That involves Cream’s talent contest ‘Best of The Streets’, which takes place this October and will unearth 10 emerging artists from across Africa, who will sign to Cinq Music. The latter’s sister company Octiive will also offer distribution services to artists on Cream.
“What D’Banj has built with Cream is unlike anything else. It’s a massive, grassroots engine that connects directly with the heart of independent talent,” said Cinq Music’s head of A&R and African expansion Fotemah Bah.
“Together, we are building a stronger future for African talent and ensuring the next generation can compete and thrive on the world stage from their home country in Africa,” added D’Banj.
