Among the first deals announced in the region by Virgin include partnerships with Dvpper, one of Nigeria’s hottest Afrobeats labels, solo artist Reekado Banks, as well as a single with Darkoo featuring Ayra Starr.
Nat Pastor, co-CEO of Virgin Music commented: “The global appetite for the incredible musical creativity springing from Africa has never been stronger. Establishing a presence in Nigeria is another important step in our commitment to serving independent African artists and entrepreneurs throughout the region.”
“Kay is known throughout Nigeria as a champion of independent labels and artist development, said Michael Roe, Managing Director of Virgin Music International. “Her relationships, expertise, and insight into the local market make her the perfect executive to lead our operations in this very important music market.”
A highly respected music manager via her own Kimani Moore Entertainment, Kay has helped to guide the careers of such artists as Odunsi the Engine, Mowalola, and Tay lwar. She also served in a variety of positions in Emerging Markets for Warner Music Group.
“Nigeria has become a hugely important creative hub, producing some of the most exciting music anywhere in the world,” said Kay. “I’m looking forward to working with independent labels and artists to help them build their fan bases both here and around the world. I am truly honored to lead this mission with my team and look forward to the incredible journey ahead.”
Virgin Music Group has had a presence on the continent since 2021, when the company acquired South Africa’s Electromode, one of the region’s leading independent music distributors. Last year, the company launched a dedicated label services division in Côte d'Ivoire with more than 15000 titles, 50 label partners, and 100 + artists from more than 25 African countries.
Virgin Music has played a major role in many of the world’s emerging popular music genres, including Afrobeats, música Mexicana, K-pop, and others.
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