Sony Music Entertainment has announced a strategic partnership with Ghanaian music company Crux Global to elevate the country's music scene. This collaboration aims to provide pivotal support to both emerging and established Ghanaian artists. Crux Global, known for its digital distribution services, will facilitate three tiers of support: distribution through The Orchard, a full-service package including production and marketing, and catalog management to modernize access to Ghanaian music via digital service platforms (DSPs).
Headquartered in Accra, Ghana, the partnership will operate under the jurisdiction of Sean Watson, Managing Director of Sony Music Africa, who expressed excitement about tapping into Ghana's rich talent pool. Watson stated, "This represents a significant step forward in our mission to support artists at every stage of their career and to bring the Ghanaian sound to a global audience."
Crux Global’s co-founders, Ike Otoo Arhin and Kofi Kyei, highlighted their local expertise and the extensive prospects that this partnership presents for artists in Ghana. They emphasized their belief in the ability of this collaboration to deliver unprecedented opportunities both regionally and internationally.
Crux Global has previously achieved notable success with the widely popular song "Sugarcane (Remix)," featuring artists such as Camidoh and King Promise, demonstrating their potential to connect audiences in both Ghana and Nigeria. In addition to their distribution efforts, Crux Global hosts annual writing camps and educational summits, aiming to further enhance the Ghanaian music industry's development and education.
This partnership signifies a new chapter for Ghana's music industry as it seeks to gain greater recognition on the global stage.