Ghana-based pan-African entertainment channel WatsUp TV has partnered with Sony Music to promote musical artists from across the continent.

Through the collaboration, WatsUp TV will use its platforms in multiple African countries to promote Ghanaian and other African artists and their work to new audiences.

Watsup TV CEO ABD Traore said: “The deal with Sony Music will give a big push to the works WatsUp TV has embarked on over the years to promote pan-African music content and distribute it across the continent and beyond. Talent affiliated to Sony Music will also get the opportunity to market their work and have the African continent appreciate their craft.”

Jim Donnett, head of PR for Sony Music West Africa, added: “A key component of our operations as a music company is storytelling, and we are confident in WatsUp TV’s ability to help us achieve this objective by reason of their influential status in pan-African entertainment and the many products and networks they have established to support the function of informing audiences far and wide.

“Sony Music will help bridge the gap between the grassroots and the overseas. We are implementing systems in coalition with regulatory bodies, DSPs, telcos, people in fintech, and the media to propound solutions that will contribute to changing the behaviour and pattern of response to product creation, marketing and consumption using home-derived formulas.

“Sony Music’s support will be coming in different tiers and it is expected to create opportunities for African musicians to level up in terms of music cred and brand representation with their colleagues from Western shores.”

WatsUp TV is a 24-hour digital entertainment television channel made for the pan-African bilingual community. Its content airs on various TV channels across Africa through a partnership with France-based satellite TV provider Canal+.

tagged in: Sony Music, WatsUp TV