WARNER MUSIC MINES AN AFRICAN GEM

Tanzanian artist Diamond Platnumz and his indie label, WCB-Wasafi, have signed a 360 partnership with Warner Music.

The deal will see WCB-Wasafi incorporated into Warner Music South Africa and Ziiki Media, while Warner Music’s global network will help bring Diamond Platnumz and his label’s artists to a worldwide audience. The parties will collaborate on new releases, catalog, brand partnerships, live and sync deals.

“The East and Central African music scene has exploded over the last few years and we believe by working together, we can help promote Diamond and his artists to more fans around the world and introduce the bongo flava scene to a broader audience,” said Alfonso Perez-Soto, President, Emerging Markets, Warner Music. “This 360 partnership establishes a new way to engage with artists in Africa and demonstrates our ambition to bring African talent to the rest of the world.”

With more than 30 hit songs, 12m Instagram followers and 5m subscribers on YouTube, Diamond Platnumz is one of Africa’s most recognizable figures, which has spurred his brand ambassadorship for companies like Pepsi and sports-betting outfit Parimatch.

“I’ve built WCB-Wasafi from the ground up and believe Warner Music and Ziiki are the right partners to help grow our reach,” Platnumz said. WCB-Wasafi's roster is home to Lava Lava, Mbosso, Rayvanny, Zuchu and Queen Darleen.