Universal Music France (UMF) has entered into a new strategic relationship with Binetou Sylla, a producer and founder of the independent label Wèrè Wèrè Music.
The partnership will see Paris-based Binetou Sylla lead Def Jam Africa within French-speaking markets on the continent, in collaboration with Universal Music France and its Capitol France division.
Def Jam Africa launched in May 2020, and originally expanded into three markets within French-speaking Africa; Côte d’Ivoire, Senegal and Cameroon, in July that year.
Universal says that the appointment of Sylla “marks the beginning of an exciting new chapter” for Def Jam Africa, with further announcements on signings and projects to follow in the coming months.
With more than 10 years’ experience running independent record labels between Paris and the African continent, including the historic Syllart Records label, Binetou Sylla brings a lot of expertise to the newly formed partnership, which UMG says “will focus on unearthing and producing authentic artists through innovative, pan-African musical projects capable of reaching a global audience”.
Combined with Universal Music France’s expertise and network, Universal says that Def Jam artists signed in French-speaking Africa “will be uniquely positioned to reach largest possible global audience”.
Def Jam Africa’s renewed focus on French-speaking Africa arrives at a time of significant growth for Africa’s music business.
According to IFPI‘s most recent Global Music Report, Sub-Saharan Africa was the fastest-growing recorded music region globally for the second consecutive year in 2023, with revenues up 24.7% YoY, primarily driven by paid streaming revenues, which grew 24.5% YoY.
UMG also says that the new partnership complements its “strategy to increase its presence and accelerate its growth in high potential music markets around the world”.
This strategy was highlighted by UMG’s recent acquisition of a majority stake in prominent Nigeria-headquartered record label Mavin.
“I’m proud to join forces with Universal Music France with a shared vision and passion to develop regional artists in French-speaking Africa internationally.”
Binetou Sylla, Syllart Records / Wèrè Wèrè Music
Binetou Sylla, Director of Syllart Records and founder of Wèrè Wèrè Music, said: “I’m proud to join forces with Universal Music France with a shared vision and passion to develop regional artists in French-speaking Africa internationally.
“In partnering with Def Jam and Capitol, Wèrè Wèrè Music is uniquely positioned to deliver commercial and global success to unique African talent from across the continent. Def Jam, our driving force, is a powerful, unifying brand in the French-speaking and international ecosystem. Def Jam Africa is more than just a music label; it is the embodiment of a set of authentic values that make no compromise on artistic excellence.”
“In the wake of recent worldwide successes by English-speaking artists, I’m absolutely convinced that the French-speaking scene will also without doubt shine on the world stage, with Def Jam Africa as the spearhead.”
Olivier Nusse, Universal Music France
Olivier Nusse, President, Universal Music France, said: “We are incredibly honored to be able to draw on the unique expertise of Binetou Sylla and her team to bring new talent from French-speaking Africa to Africa, France and the rest of the world.
“In the wake of recent worldwide successes by English-speaking artists, I’m absolutely convinced that the French-speaking scene will also without doubt shine on the world stage, with Def Jam Africa as the spearhead!”
“Having launched and developed the Def Jam Africa brand in this region of the continent, I’m delighted to see it take on a new dimension through this partnership.”
Franck Kacou, Universal Music Africa
Franck Kacou, Managing Director, Universal Music Africa, added: “Having launched and developed the Def Jam Africa brand in this region of the continent, I’m delighted to see it take on a new dimension through this partnership.
“I know Binetou’s passion and expertise and combined with the skills of our Capitol and Universal Music France teams, this will only create more opportunities and success for the many talents from French-speaking Africa.”
“The Capitol team in France is delighted to partner with Binetou Sylla. Our shared vision knows no boundaries, and we look forward to this exciting and what will be an extremely productive musical adventure.”
Alexandre Kirchhoff, Capitol Label Services
Alexandre Kirchhoff, Managing Director, Capitol Label Services, said: “French-speaking Sub-Saharan Africa is the biggest growth engine in Africa and remains a world-class centre of musical talent that has greatly influenced and impacted French music past and present, thanks in particular, to the diasporas.
“The Capitol team in France is delighted to partner with Binetou Sylla. Our shared vision knows no boundaries, and we look forward to this exciting and what will be an extremely productive musical adventure.”Music Business Worldwide
