Aristokrat Group is Burna Boy’s breakout label
Nigerian Singer and songwriter Burna Boy‘s former label, Aristokrat Group has partnered with Universal Music Group (UMG) through its subsidiary Universal Music France (UMF).
According to Billboard, the two companies will work jointly towards discovering and developing new African singers and songwriters in a bid to launch them into the global market. This would also see artists under the Aristokrat group get signed and distributed in partnership with Caroline France, a record label under UMG’s French subsidiary hence penetrating the West African entertainment scene.
“What most of our competitors started to do is to sign some artists in this region. The first thing they promise is an international success in the US, UK, or France,” Olivier Nusse, UMF CEO, said.
“That is totally different from the way that we are talking to the artists and developing our business there. We really want to develop first a market in Western Africa.
“Partnership with Aristokrat so far is the best way to have a real team there, that knows the country, the culture, and is developing projects, but is not trying to imitate U.S. production.”
Aristokrat Group was the Ye hitmaker’s breakout label before quitting to form his own label Spaceship Entertainment in 2014.
In March 2018, UMG entered the Kenyan space by buying AI records hence giving them access to East Africa’s music catalogs.