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Universal Music Group (UMG), a world leader in music-based entertainment, has recently entered into a landmark distribution agreement with Ethiopia’s Sewasew Multimedia, reinforcing its commitment to the African music market.
This partnership designates Sewasew Multimedia as the primary distributor and marketer for UMG’s extensive music catalog in Ethiopia. This includes music from internationally recognized UMG labels like Def Jam, Interscope Records, Island Records, Motown Records, Republic Records, and Virgin Records, in addition to UMG’s African divisions such as Def Jam Africa, Motown Gospel Africa, and Republic Records Africa.
The agreement is a significant milestone for the Ethiopian music industry, promising wider access to diverse music for Ethiopian consumers and enhancing the global visibility of Ethiopian artists.
Ulrik Cahn, EVP Africa, Middle East, and Asia at UMG, expressed excitement about this collaboration, emphasizing UMG’s established presence in Africa and the vibrant nature of Ethiopia’s music culture. The partnership aims to fully realize the potential of Ethiopia’s music industry.
Abraham F., Managing Director of Sewasew Multimedia, also conveyed enthusiasm for the partnership, seeing it as a reflection of Ethiopia’s growing influence in the global music industry and anticipating success for both companies.
This agreement is part of UMG’s broader activities in Africa, which have included various initiatives and partnerships aimed at developing local talent and markets. UMG has been actively expanding its presence across the continent, investing in local artists and infrastructure, and nurturing a diverse array of musical genres. These efforts have contributed to the rapid growth of the music industry in Sub-Saharan Africa, which saw a 34.7% revenue increase in 2022.
In summary, the UMG-Sewasew Multimedia agreement signifies UMG’s continued commitment to enriching the African music scene, both by introducing a global catalog to Ethiopia and by supporting and promoting local African talent on the world stage.
