By Ruth Okwumbu

Sony Music Entertainment Africa (SMEA) recently announced its partnership with Celebrity Services Africa (CSA) to develop new talents and facilitate existing artiste-brand opportunities on the continent. 

The partnership will see both companies utilising their strengths to develop an all-round solution for artiste support & brand integration, and afford artistes greater opportunities in the creative industry.

CSA has an excellent track record of working with some of the world’s biggest brands and entertainers. At the same time, Sony Music Entertainment Africa is focused on developing new voices into household names, and also working with established artists.

With the CSA managing top talents like NBA basketball player, Emmanuel Mudiay, Hollywood Oscar-nominated actor, Djimon Hounsou, and media personality Bonang Matheba, and the SMEA having skills like Kwesta, Mlindo, AKA, Shekhinah, Distruction Boyz, DJ Maphorisa, and Ndlovu Youth Choir on its roster, this new partnership is set to revolutionise Africa’s creative industry.

“We’re excited about the partnership. There has never been a service dedicated to commercialising opportunities for artists in the African music industry outside of traditional channels, and this venture does just that,” SMEA MD, Sean Watson, said.

CSA Executive Director Davin Phillips also expressed excitement over the venture, stating that the duo is set to rework the entertainment market-place for Africa and unlock the ambitions of the creative industry.

“The joint venture has been years in the making, and historically we have had a great relationship with Sony, who represent some of the continent’s biggest artists,” he said.

CSA’s brand consulting division has successfully launched the likes of Cîroc Vodka across Africa and works with such brands as Budweiser and Vodacom, and has offices Cape Town, Johannesburg, Los Angeles and Lagos. It is acclaimed to be one of the continent’s leading entertainment-brand agencies.


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