Elvis Adidiema heads up Sony Music across Francophone Africa

The appointment took effect from 2 November, Sony Music Entertainment France managing director Marie-Anne Robert made the announcement in an email sent to MBW. Adidiema will be based in France and Ivory Coast.

“Elvis brings formidable 360-degree expertise to our firm, overseeing all enterprise operations within the area and growing new artist alternatives for the French talking African market,” Robert said. “I’m delighted to announce that Elvis Adidiema has been appointed as our new director of Sony Music French Talking Africa. Together with his experience, Elvis is an unbelievable appointment for this position and for Sony Music.

“African artists have tremendously contributed to music everywhere in the world and we now have laboured arduous to make sure we now have an area workforce that understands the cultural relevance and significance of this distinctive market and helps artists to amplify their expertise.”

Prior to his new role, the exec served as the chief editor as well as the head of A&R at French music channel Trace TV. Adidiema is also the co-founder of the Ouenze Music label.

Since 2016, Sony Music Entertainment has embarked on an agressive growth strategy across Africa as part of its long-term strategy to leverage on opportunities in music industry in the market. The region is expected to reach about 10% and 14% between 2021 and 2025. The company recently opened offices across key markets in the region, including Nigeria and Kenya.