Virgin Music Group has signed a distribution deal with Ghanaian digital music platform MiPROMO as Universal Music Group‘s indie artist and label services arm expands its footprint in Africa.
The partnership, announced Thursday (October 9), gives Virgin Music Group access to MiPROMO‘s network of Ghanaian artists and content creators.
For MiPROMO, which has operated in Ghana for over a decade, the partnership provides it access to Virgin’s global distribution infrastructure and international promotional channels.
MiPROMO handles digital and video distribution for Ghana artists, along with digital and video distribution, social media marketing, web publishing, branding and event activation.
Kay Ikazoboh, MD at Virgin Music Group Nigeria, said: “We see this partnership with MiPROMO as more than distribution. It’s about creating long-term opportunities for artists to thrive globally. Our expectation is to not only expand Ghanaian talent’s reach but to support them with the resources, mentorship, and platforms needed to build lasting careers.”
The deal reflects Virgin Music’s strategy of partnering with established local players to further expand its presence in African markets. Virgin expanded into Africa in 2021, when predecessor company Ingrooves acquired South Africa-based distributor Electromode. Virgin then opened an African division of Virgin Artist & Label Services in 2022.
“We see this partnership with MiPROMO as more than distribution. It’s about creating long-term opportunities for artists to thrive globally.”
Kay Ikazoboh, Virgin Music Group
In February, the company partnered with RainLabs, a “boutique” distribution and label services company also headquartered in Ghana.
Nii Abbey Mensah, Founder and CEO at MiPROMO, described the partnership with Virgin Music as “a pivotal moment” in its journey as it seeks to expand internationally. “The Ghanaian music landscape is experiencing an exciting transformation, with its sound and culture resonating far beyond our borders.”
“By working with Virgin Music, we are better positioned to create the pathways and opportunities that will allow our artists to reach new audiences and establish Ghana as a powerhouse in global music. This collaboration not only strengthens our mission of championing African creativity but also ensures that Ghanaian artists have the platform, infrastructure, and reach they deserve.”
Jesse Ababio, Head of Content and Strategy at MiPROMO, added: “At MiPromo, our strength lies in championing artists across Ghana by combining a strong local presence with a hands-on approach to release strategies that ensure the music connects with the right audiences. This new partnership with Virgin Music gives us the chance to extend that commitment even further by pairing our on-the-ground expertise with Virgin’s global network and infrastructure. Together, we can amplify the voices of Ghanaian musicians and deliver their music to audiences worldwide in a way that is both authentic and impactful.”
“By working with Virgin Music, we are better positioned to create the pathways and opportunities that will allow our artists to reach new audiences and establish Ghana as a powerhouse in global music.”
Nii Abbey Mensah, MiPROMO
Vincent “Jaspa” Asare, who heads MiPromo’s acquisition and distribution, said: “MiPROMO has laid the digital foundations for many artists who have graced mainstream airwaves over the past decade. The vision remains the same, maximizing the reach and opportunities for talent and protecting their best interests as well. This new collaboration with Virgin Music is in line with this, and it presents the resources that will continue our contribution to growing the music ecosystem of Ghana and Africa.”
Cosmos Otchere, Head of Finance at MiPROMO, added: “Our partnership with Virgin Music Group is a step in scaling both our business and the careers of our artists. By integrating Mipromo’s local market knowledge with Virgin’s global reach, we are providing an unprecedented path for African music to secure international success. We look forward to a transformative collaboration that benefits every artist we represent.”
The deal comes as major music companies increase their attention to African markets. As MBW previously reported, African music is seeing a breakthrough on Shazam’s Global Top 200 Chart, with over 200 African artists appearing on the list over the past year.
In July, Sony Music France and Sony Music Publishing France acquired Lusafrica and Africa Nostra, a long-established label and publishing house dedicated to promoting Lusophone (Portuguese-speaking) and African artists worldwide. In March, Warner Music Group completed its full acquisition of Africori, a prominent Africa-focused music distribution, music rights management, and artist development company.
Music Business Worldwide
