Warner Music Africa, a leading force in the African music industry, is thrilled to announce a new strategic partnership with Ground Up Chale’s sync arm (GUTA Sync), an innovative leader in music synchronization and licensing focusing on African artists and music.
This collaboration is set to redefine music sync opportunities across the continent and beyond, bringing together Warner Music Africa’s extensive artist roster and catalog with GUTA Sync’s expertise in creative licensing solutions.
Through this partnership, which includes WMA’s affiliates such as Africori, Africa’s largest music distributor and publishing company, Warner Music Africa and GUTA Sync aim to enhance the visibility and impact of African music by providing comprehensive sync services. These services connect Warner Music Africa’s artists with high-profile film, television, advertising, and digital media projects. By leveraging GUTA Sync’s specialized knowledge and Warner Music Africa’s rich and diverse catalog, the two entities will offer unparalleled opportunities for African artists to reach global audiences and enhance media projects with distinctive and compelling soundtracks.
The partnership has already seen success, including collaborations such as Joeboy’s partnerships with the Premier League and SuperSport, as well as the Premier League sync placement of “Adenuga”. These achievements highlight the immense potential of African music in creating impactful media experiences.
“We’re thrilled to partner with GUTA Sync,” said Sakhile Ntshangase, Sync Coordinator at Warner Music Africa. “This collaboration marks a major milestone in our efforts to bring African talent to a global audience and enhance revenue opportunities for local artists through sync licensing. GUTA Sync’s cutting-edge approach to music licensing aligns seamlessly with our goals, and we’re eager to explore new opportunities that will elevate African music across diverse media platforms.”
Tumi Mogapi, Head of Publishing at Africori, shared, “Partnering with GUTA Sync opens up exciting possibilities for discovering and fostering collaborations in African music. Since the partnership began, the GUTA Sync team has been proactive in pitching our music for a variety of media, including TV shows, commercials, and video games. We look forward to optimizing our catalog with genres like Amapiano, Afrobeats, Afro Pop, Afrotech, Afro House, and more to meet the diverse needs of media and boost our visibility.”
Eph Yeboah, Founder of GUTA Sync, expressed, “We are excited to be partnering with WMA on this strategic partnership. I truly believe that African music is the next untapped market for global sync opportunities. Sync licensing follows recognizable songs, and songs that are doing well in the charts. Africa has been the fastest-growing region for recorded music for two years in a row, and our stars are charting globally and performing at some of the biggest venues and festivals in the world. Our music is traveling outside of Africa, and I believe we will be seeing more African music syncs globally in the next two years and beyond.”
“We’re honored to be working with such a prestigious brand as Warner,” adds Glen Sho, Founder of Ground Up Chale. “This partnership shows our continuous dedication to uplifting African musicians and talent globally. The strategic partnership will not only explore commercial global sync licensing opportunities but also other music and partnership opportunities for WMA talent.”
The collaboration between Warner Music Africa and GUTA Sync is expected to launch with immediate effect, setting the stage for a series of initiatives aimed at expanding the reach of African music in global media. Both organizations are committed to driving innovation and fostering creative partnerships that benefit artists and media projects alike.