SA: Cloud 9ne Entertainment, Sony Music Africa announce joint venture

All Cloud 9ne Entertainment artists, including Q-Mark, TpZee and Afriikan Papi, will benefit from the deal, which comes ahead of the trio’s upcoming house-fused amapiano single ‘Nguwe’. The trio have already established themselves in the music industry following the release of the hit single ‘Paris’.

Through part of the 50/50 agreement, Cloud 9ne Entertainment aims to gain more knowledge about digital service providers, artist contracts and the overall operation of a record label.

Sony Music Entertainment Africa managing director Sean Watson said: “This is an exciting moment for us and a special opportunity to team up with the unique creative talent at Cloud 9ne Entertainment as they launch their plans to build on the incredible platform set by the success of ‘Paris’. We’re honoured that Cloud 9ne Entertainment chose to make us their partners for the next steps in their music journey.”

Cloud 9ne Entertainment said the partnership would bring new opportunities. “Our goal as Cloud 9ne Entertainment is to grow our brand and we believe that joining Sony will not only allow us to grow our brand even bigger than what it is but also open up doors we never dreamt would open.

“We are super excited for Q-mark, TpZee, Afriikan Papi and Tseki M and many other future artists that will be joining the Cloud 9ne Entertainment and Sony family. We pray this partnership can harvest great fruits for everyone concerned and look forward to creating great music together.”

Following its release in 2021, ‘Paris’ topped the Top 100 Airplay chart and dominated streaming platforms like Spotify and Apple Music. The song amassed 9 million combined streams worldwide, making it one of the biggest amapiano tracks during the festive season. ‘Nguwe’ will build on the lyrics of ‘Paris’ by telling the story of everlasting love and opting to stay with the one you love.