Sony Music Africa Partners With Crux Global To Boost Ghanaian Music Industry

Sony Music Africa has announced a new partnership with Ghanaian-owned Crux Global to support artists in Ghana, offering comprehensive services to both emerging and established talent.

The partnership, which will be based in Accra, Ghana, includes three levels of support for artists. The Orchard, Sony’s distribution arm, will manage global distribution for independent artists, while a full-service tier will offer production, marketing, and distribution for those under Sony Music Africa. Additionally, Sony aims to preserve Ghana’s musical heritage by bringing classic tracks to streaming platforms under its catalog management.

Crux Global has been supporting local artists in Ghana for over six years, most notably through the success of Camidoh’s hit “Sugarcane” (Remix) featuring Camidoh, King Promise, Darkoo, and Mayorkun, which garnered over 100 million YouTube views and 150 million streams across digital platforms. The company also hosts annual writing camps and educational summits to nurture the Ghanaian music scene.

“We are excited to partner with Crux to tap into the incredible pool of talent in Ghana,” Sean Watson, Managing Director of Sony Music Africa said emphasising Sony’s commitment to expanding African music’s global presence. “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.”

In 2016, the company opened its Nigeria office in Lagos to serve as the hub of its operations in West Africa. With Accra as the central hub for this collaboration, Sony and Crux Global are set to open new opportunities for Ghanaian artists, further solidifying Ghana’s place in the global music industry.

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