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TuneCore Bets On Africa


TuneCore seems to bet on Africa now as it has made actual moves into the African music market. Hot on the heels of Spotify’s Monday announcement, TuneCore has now appointed two new execs to handle its operations on-site in Africa. Jade Leaf (South Africa) and Chioma Onuchukwu (Nigeria) will be heading TuneCore’s operations in Africa.

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TuneCore’s new hires in Africa are a formalization of a relationship that has been in practice for a few years now. TuneCore is an independent distribution platform for music. The platform is tailored typically for independent artistes and small record labels.

TuneCore has been a welcome tool for independents in less developed markets such as Latin America, Asia and Africa. Artistes have found it easy to replicate the network of big labels and distributors in marketing their content to streaming audiences all over the world.

Chioma Onuchukwu is a well-known personality in the Nigerian music scene as she has worked on both sides of the aisle with artistes and the corporate world. More recently, she worked with budding Nigerian music streaming platform, UduX. Jade Leaf worked with Multichoice and Sony Entertainment focusing on African content and creators.

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Onuchkwu in relation to her new appointment stated thus:

“I am elated to be joining a renowned, independent music distribution powerhouse, especially in an incredible era for music creators in Africa at a time when we are gaining global recognition and increasing momentum. I look forward to collaborating with and supporting local artists.”

Leaf also commented thus:

“I am incredibly excited to join the team in a time where the global conversation is around independence and ownership.TuneCore opens up a world of potential for independent artists at every level of their careers. Africa is home to a diverse range of artists who are seeking a reliable distribution service who understands their local needs and can ultimately give them the opportunity to turn their art into commercial success.”

Both execs will be reporting to Faryal Khan-Thompson, TuneCore’s vice president for international operations.

TuneCore has recently announced that it has paid out $2bn to independent acts globally since it began operation. It has said it expects to make $400m yearly in payments to independents. TuneCore is aggressively expanding its operations in less prominent markets and recently announced a partnership with TikTok.

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David Okwara

Some call me David. Others, Emerie. Others, (unfortunate fellows) Biggie. I like to think that I have sense and that is why I write too. Otherwise, I draw and paint and sing (in the bathroom) and love to make people laugh. I love to understand how things work and that’s why I love DIY videos and YouTube of course. Follow me on Twitter @EmerieOkwara

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