Universal Music Group announces new appointments in sub-Saharan Africa

The move, which the company says underscores its “ongoing commitment to support and grow Africa’s domestic music ecosystems, while also creating new opportunities for African talent to reach new audiences globally,” sees Sipho Dlamini promoted to the position of CEO at Universal Music South Africa and sub-Saharan Africa, whilst Elouise Kelly takes up the role of chief operating officer. Chinedu Okeke will serve as managing director for Universal Music Nigeria.

Announcing the changes, UMG executive vice president of market development Adam Granite said: “I am thrilled to announce these strategic appointments, as we look to further develop our domestic infrastructure and label rosters within Africa. Most integral to achieving our long-term ambitions is to build a strong leadership team on the ground, with deep foundations in each country to help grow a dynamic ecosystem for all to benefit in the future.

“Over the past few years, Sipho has shown great leadership, commitment and vision for music in Africa, helping UMG to introduce new talent to audiences around the world and identify opportunities to lead the industry in licensing and supporting new platforms to reach African music fans. Elouise and Chin both bring welcome new skills, proven entrepreneurship and important leadership experience that will only serve to bolster UMG’s position as the market-leader across Africa.”

“There has never been a more exciting time for African music around the world, as it continues to influence and inspire culture and creativity, whilst reaching a wider audience globally each day through streaming,” Dlamini said. “I am delighted to welcome both Elouise and Chin to the UMG family, their unique skills and experiences will only help to further establish UMG as a bedrock within the African music community, that will continue to put the interests and opportunities for artists first and help elevate African talent to new levels of success at home and abroad.”

Before his new role, Dlamini was managing director of South Africa and sub-Saharan Africa, a post he held since joining the outfit in 2016. He will continue to work closely with Granite to “identify further opportunities for artists signed to Universal Music Africa to reach new audiences around the world, utilizing UMG’s unrivalled global network of industry-leading businesses spanning more than 60 countries worldwide.” 

Dlamini is also a member of UMG’s Task Force for Meaningful Change (TFMC), established last year as a driving force for inclusion and social justice within the global music industry and serves as chair for the TFMC’s Global Committee. In 2019, Dlamini became the first African-based executive to be named in Billboard’s International Music Power list.

Kelly joins UMG from global advertising and media agency Ogilvy, where she was managing director for South Africa. Before that, she held senior positions at SABC, Top TV, Viacom International Media Networks and M-Net. She will be based in Johannesburg and will report to Dlamini. Her background as an award-winning branding, marketing, communication and commercial business strategist is expected to be integral to the further expansion of Universal Music Africa and its operations and label divisions.

Okeke will lead the development and expansion of UMG’s existing operations within Africa’s most populous country and other English-speaking markets in West Africa. He will be based in Lagos and will report to Dlamini. In the past decade, Okeke has established himself as a successful business and live-music entrepreneur; as the founder of Eclipse Live – which aims at bringing live affordable entertainment to the young Africans; as well as the Eclipse Brand Agency, which constantly collaborates with major clients, artists and commercial partners. He is also the founder and executive producer of the Gidi Culture Festival. Additionally, he is a founding Trustee of Echo Music & Arts Foundation and previously worked with The Wicklow Group, Canvest Group and AP Moeller Maersk.

Under the new leadership structure, each territory will continue to cater to domestic A&R and talent development through UMG’s ULive Africa division. Dlamini, Kelly and Okeke will also work closely with French-speaking operations in Côte d’Ivoire, Senegal, Cameroon and markets within the continent, led by Franck Kacou.

In recent years, UMG has continued to bolster its efforts in bringing African talent to new international audiences. In 2018, the company became the first major label to licence its catalogue to Boomplay. Last year, it was behind high-profile releases by Tiwa Savage and Tekno (Nigeria), as well as Kenyan band Sauti Sol. UMG also agreed to a strategic partnership between Nigeria’s Aristokrat Records and Universal Music France to launch Def Jam Africa as a standalone label. With resources across five countries, Def Jam Africa focuses on hip hop, Afrobeats and Trap music.

Meanwhile, UMG says it is also working closely with parent company Vivendi, and several of Vivendi’s divisions to develop and enhance Africa’s live music industry.