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Sony, CSA partner to develop artists in Africa
Africa has created some of the greatest talent – Hugh Masekela, Angelique Kidjo and Oliver Mtukudzi - to name a few. African creatives are often unappreciated, even on the continent that they were born. Limited influence and resources have hindered further development of some of our favorite creatives. In a bid to cultivate new talent and to unlock brand opportunities for established artists in the African creative industry, Celebrity Services Africa has embarked on a new venture with Sony Music Entertainment Africa. Joining CNBC Africa for more insight into this powerful collaboration is Davin Phillips, Executive Director of CSA.
Mon, 13 Jul 2020 09:11:48 GMT
Disclaimer: The following content is generated automatically by a GPT AI and may not be accurate. To verify the details, please watch the video
AI Generated Summary
- The partnership between CSA and Sony Music aims to help African artists explore new avenues beyond live performances to generate income.
- The collaboration focuses on empowering artists to own their intellectual property (IP) and reach a wider audience through brand opportunities and diverse content channels.
- Africa's rich cultural heritage and creative talent have attracted international interest, positioning the continent as a hub for innovative storytelling and artistic collaboration.
In a groundbreaking partnership aimed at developing African artists and unlocking brand opportunities within the creative industry on the continent, Celebrity Services Africa (CSA) has joined forces with Sony Music Entertainment Africa. The collaboration seeks to address the challenge of limited influence and resources hindering the growth and recognition of African creatives. Davin Phillips, the Executive Director of CSA, shed light on the significance of this powerful collaboration during an interview on CNBC Africa.
Phillips highlighted the historical significance of musicians being able to commercialize their music but emphasized that in today's digital age, artists need to explore diverse avenues beyond live performances to generate income. With the advent of social media and mobile technology, artists are encouraged to become media conglomerates and engage with their audience through various platforms. The partnership between CSA and Sony aims to help artists tap into brand opportunities by integrating their narratives into the brand universe and exploring different merchandising and content avenues.
Furthermore, the collaboration aims to empower artists to own their intellectual property (IP) and leverage their platform to reach a wider audience. In an industry where ownership of IP has often been a contentious issue leading to artists facing financial struggles, this partnership offers a pathway for creatives to develop their IP and secure their financial futures.
The discussion also touched on the growing interest from international record labels in Africa's creative economy. Phillips noted that the continent is rich in storytellers and creative minds across various sectors such as music, fashion, food, and film. The global recognition of African beats and collaborations has sparked interest in the continent's creative potential. With a population of 1.1 billion in Africa and over 30 million African diaspora living in the United States, the market potential for African artists is vast.
As the world becomes increasingly interconnected through mobile technology, Africa is positioned to showcase its diverse cultural offerings and captivate global audiences. The collaboration between CSA and Sony Music signifies a step towards harnessing the creative talents of African artists and positioning them on the global stage.
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