Sony Music expands into West Africa

In an effort to increase its presence in West Africa, Sony Music Entertainment has launched operations in Lagos, Nigeria.

The new office will be the central location for Sony's planned expansion in West Africa. The company has also signed Nigerian artist Davido to a worldwide record deal.

"Expansion in Africa has been part of our strategy for several years," Adam Granite, president for Northern and Eastern Europe and Africa for Sony Music International, said. "As the region continues to grow, we see significant opportunities to market the incredible local talent in Africa to the rest of the world as well as import our repertoire and exploit it on emerging digital platforms."

West African listeners can also hear musical offerings via MTN Nigeria's IMI. Sony Music has operated locations for many years in South Africa and in other nations across the continent. Its partners include Vevo, YouTube, Apple Music and iTunes.

"We are really keen to partner with African artists to deliver local, African and global success stories," Sean Watson, managing director of Sony Music Entertainment Africa, said. "With over 800 million people living in Sub Saharan Africa, the African continent is a market with huge potential for local artists wanting to expand their horizons."