Crux Global, a Ghanaian-owned distribution and record label, has secured a strategic partnership with Sony Music Africa. The news has ignited excitement across the music industry as it is expected to reshape the landscape of Ghanaian music.
The partnership, officially announced on Thursday, aims to provide substantial support to Ghanaian artists at various career levels, boosting their global presence.
During a press soiree, the founders of Crux Global, Gomski and Kofi Kyei, expressed their excitement about the collaboration in an interview with Revolve Muzic.
“It’s been quite a journey, but we’ve always had the vision to take Ghanaian music to the world,” said Gomski, co-founder and talent management. “We’ve faced challenges and been underestimated, but this partnership gives us the platform to create superstars and amplify Ghanaian culture.”
Kofi Kyei, co-founder and music executive, emphasized the significance of the partnership in empowering local creatives. “This is just the beginning of something bigger. We’ve been working behind the scenes to expand opportunities for our artists, and with Sony Music, we’re ready to empower more creatives within the industry.”
King Promise, Quamina MP, Darkovibes, Twitch, Pappy Kojo and a host of artists including promising stars graced the event. Industry players, creatives and the media were all in attendance.
Gyankroma Akufo-Addo, CEO of the Creative Arts Agency of Ghana, who was in attendance also hailed the partnership as a major step in addressing gaps within the local creative industry.
CEO of Global Media Alliance, Ernest Boateng who has been an integral part of the process hailed the founders of Crux Global for their passion and discipline towards the industry.
The partnership is said to be structured into three tiers, each designed to address different needs within the music ecosystem.
The Distribution Tier: Powered by Sony Music’s distribution company, The Orchard, this tier offers independent Ghanaian artists the tools and resources for global distribution, enabling them to share their music widely.
Full-Service Tier: Artists under Sony Music Africa receive comprehensive support, including production, marketing, and distribution, allowing them to reach their full potential on the international stage.
Catalogue Music Tier: This tier focuses on preserving and promoting the timeless catalogues of renowned Ghanaian musicians, ensuring their legacy is accessible to new generations of music lovers.
