With Grant Moyo Working around the clock to diversify activities by entering new markets, record label Warner Music South Africa (WMSA) — an affiliate of Warner Music Group (WMG) — a global leader in music repertoire and home to some of the best-known labels in the recorded music industry, has ushered in a new era, as it latterly transitioned to Warner Music Africa.
Not giving room to sloppiness in handling the state of affairs prior to the announcement of their evolution, WMSA broke the news at an exclusive launch held just over a fortnight ago at their offices in Hyde Park, Gauteng.
Sliding down in the middle of acculturation while sticking on the edge of creativity that supersedes being torn up over forgetting about pedigree — in collaboration with renowned visual artist Masonwabe Ntloko — Warner Music Africa’s office transformation represented MD and senior vice-president of Special Projects, Temi Adeniji’s vantage of music, being the ‘truest expression of culture’.
“It was important — as we’re starting this new journey — to have visual artists in collaboration with us to bring our new story to life,” Adeniji said.
If by a wider margin — the utterances that came from Adeniji’s mouth rubbed on the artists signed under Warner Music Africa — this would go a long way in making their versatility very legit.
Swiftly leading the vanguard of bettering the commercialism of music across the broad-brimmed African showbiz pivoted on exceptional burgeoning music careers — Adeniji is making sure the creation of musical compositions significantly appealing to the young at heart and old at soul by the record label’s mixed bag of multi-talented creatives of upcoming and seasoned internationally recognised artists and producers of African pedigree — is in full swing.
Having started her new role as managing director at the end of last year — her desire to transform, grow the talent, and tap into the greatness this continent has to offer — has been at the forefront of paving the future of Warner Music Africa.
Insanely gifted, Ntloko’s showcase of the office revamp during the transition hit the nail on the head. The visual artist whose previous work includes collaborations with YogiSip and Markhams, carries on to shoot his shots — working the hardest to pluck out the society from the alien to reality.
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“My path has always been connected to music; this collaboration with Warner Music Africa has been very exciting,” Ntloko said.
This initiative was supported by Warner Music DEI, led by Dr. Maurice Stinett, in furtherance of the global mission to transform the company’s approach towards inclusivity. Clearly, Warner Music Africa is primed to stick to a set of aims and objectives purposely put in place as a road map to exhaustively expand the commercial success of its performing artists and to create more meaningful and engaging context for the musicians’ fan bases.
Determined to be a part of this goal-oriented journey, the record label’s newest signings — rapper, singer, telecasting presenter and scriptwriter Rouge, musical artist and songwriter Sizwe Alakine as well as rapper Kiddo CSA — were all in attendance at the exclusive transition launch.
Rouge, who is currently in the studio, weighed in on what her immediate future holds.
Both Sizwe Alakine and Kiddo CSA dazzled the guests with performances of unreleased music.
Discovering and polishing new talent, this year and forth, Warner Music Africa will give artists signed under its recording label enough leeway to also relish being a part of a groundbreaking genesis of creatives literally so unique in finding their talents and using them.
Shaking off the rust, the trajectory to heighten African sounds on a global scale is far from over — the power is completely and figuratively in the global recording label’s hands — to produce music that is engaging.
- Grant Moyo is a prolific writer, innovative media personality, entrepreneur and a creative artist who is passionate about using his creative mind for the betterment of society. Follow him on Twitter: @TotemGrant
