Sony and Celebrity Services Africa announce joint venture

The partnership will use the core competencies of each company to offer a comprehensive solution for integration between artists and brands, giving artists greater influence in the creative economy.

“We’re excited about the partnership, there has never been a service dedicated to commercialising opportunities for artists in the African music industry outside of traditional channels, and this venture does just that,” SMEA managing director Sean Watson said.

"CSA has a great track record working with some of the world’s biggest brands and entertainers, while SMEA is at the forefront of the music culture on the continent, from developing new voices into household names and as well as taking established artists to the next level in their careers.”

CSA executive director Davin Phillips said: “The joint venture has been years in the making and historically we have had a great relationship with Sony, who represent some of the continent’s biggest artists. We’re thrilled about the partnership, which intends reworking the entertainment marketplace for Africa, connecting artists across the continent and unlocking the ambitions of the creative industry. We look forward to working with Sony to ring-fence further brand opportunities, with artist interests at the forefront.”

The joint venture could benefit musicians on the SMEA roster such as Shekhinah, Kwesta, Mlindo, AKA, Distruction Boyz, DJ Maphorisa and Ndlovu Youth Choir, among many others.

Additionally, CSA’s talent division works with well-known figures including NBA player Emmanuel Mudiay, Beninese–American actor and model Djimon Hounsou and South African media personality Bonang Matheba.

CSA has offices in Cape Town, Johannesburg, Lagos and Los Angeles. Its brand consulting division has successfully launched Cîroc Vodka across Africa, and worked with brands such as Budweiser and Vodacom.