Beatchain, AFROSON1C X launch WAVVI to support West African artists

The initiative marks Beatchain’s first expansion into the Sub-Saharan African market following its entry into India last year. According to the International Federation of the Phonographic Industry (IFPI), Sub-Saharan Africa recorded a 22.6% growth in music revenue in 2024, driven by the success of artists including Burna Boy, Rema, Tems, and Wizkid. WAVVI will initially focus on Ghana, with plans to expand to Nigeria and other regional markets.

The platform aims to provide essential infrastructure for local artists and labels by combining Beatchain’s AI-driven technology with AFROSON1C X’s expertise in the West African music scene. WAVVI offers tools for talent discovery, career development, and label services, providing an integrated ecosystem to support the growth of the region’s music industry.

Tom Russell, co-founder of AFROSON1C X, brings a diverse background in music and cultural entrepreneurship. A former Universal-signed artist from the UK, he founded Give Back Ghana during the COVID-19 pandemic, distributing over 15,000 household supply boxes to vulnerable families. After six years living in Accra, Russell is now focused on building long-term music infrastructure, managing artists, producing major shows, and developing WAVVI and the AFX conference.

His co-founder, Y’akoto, is an ECHO-nominated, former Warner-signed artist who returned to Ghana in 2018. She works independently across Accra, Europe, and the United States, maintaining close ties with the city’s underground music scene.

The WAVVI platform is intended to bridge technological and industry gaps, giving West African artists greater access to tools, networks, and opportunities that support sustainable careers in music.