Warner Music’s big Africa bet + Mo Abudu’s global vision
Spotlighting Warner Music Group’s full acquisition of music distributor Africori and Mo Abudu’s newest project to showcase Nigerian creatives globally.
Presented by Gitex Africa
Hello there!
We’ve seen terms like creator economy, creative economy, and cultural and creative industry thrown around a lot. While they might sound interchangeable, we believe each tells a different story. The “creator economy,” for instance, describes the ecosystem of influencers, content creators, and digital entrepreneurs; it is just one piece of the larger “creative economy/industry.” Meanwhile, the “culture and creative industry” spans everything from music and film to arts, crafts, publishing, and design.
And in the spirit of the season, consider this our gift of clarity. Remember to do the same for someone today, and tell them how much you love them clearly. Happy Valentine’s Day!
In today’s digest, we discuss:
Warner Music Group’s full acquisition of Africori—what it means for Africa’s music scene
Mo Abudu’s newest project to showcase Nigerian creatives globally
Center Spread 🗞️
Why Warner Music Group acquired Africori
After three years of owning a majority stake, Warner Music Group (WMG) now officially owns Africori, one of Africa’s leading digital music distribution and artist services companies. This move is essentially a step in WMG’s drive to solidify its presence in Africa—one of the world’s fastest-growing music markets.
Africori, founded in 2009, has played a crucial role in shaping Africa’s modern music industry. Its business model as a digital music distribution and artist services company, rather than a traditional label, makes it an effective bridge between independent African artists and international markets. Over the years, it has built one of the largest independent music catalogs in Africa, representing more than 7,000 artists, including Kelvin Momo, Focalistic, Kamo Mpela, Sholla Allyson, Harrysong, and Master KG of Jerusalema fame.
The global hit song was one of the first fruits of a relationship that began in 2020 when WMG invested in Africori through its independent label services division, Alternative Distribution Alliance (ADA). As a result of the deal, WMG got access to Africori’s A&R network and first rights on international licenses for new signings. In return, through ADA, the group handled global distribution and promotion for Africori’s artists. The rapid rise of streaming and digital music consumption in Africa made the investment even more valuable. By 2022, WMG increased its stake and laid the groundwork for this final acquisition.
The acquisition fits into WMG's broader pattern of strategic investments in growing music markets. It is similar to its moves in India (Skillbox), Netherlands (Cloud 9), and Brazil (Sua Música). During its last earnings call, CEO Robert Kyncl talked a lot about how the company is partnering with local players as part of its strategy to increase its market share globally.
Interestingly, the company has already leveraged its Africori connection to expand into French-speaking Africa through the Warner Music Africa Francophone (WMAFR) initiative. And since its first investment four years ago, it has signed deals with other record labels on the continent, like Nigeria’s Chocolate City, Tanzania’s WCB-Wasafi, and South Africa’s Ziiki Media.
Mo Abudu wants to take Nigeria’s creative economy global with ‘Naija Creates’
Mo Abudu, one of Africa’s most influential media entrepreneurs, is once again pushing boundaries—this time with ‘Naija Creates,’ an initiative designed to showcase and commercialize Nigeria’s creative talent beyond its borders.
The platform is set to launch in London during the summer, and Abudu has secured the Nigerian federal government’s backing.
Notably, this isn’t Abudu’s first rodeo with things like this. With “Naija Creates,” she seems to be widening and narrowing her focus at the same time. Her exhibition “Lagos Canvas” just concluded its second edition in January 2025. The event, which was held at the British High Commissioner’s Lagos residence, showcased the creative spirit of Lagosians across the art and fashion sectors. She also curated the “Africa Creates” session at the 2023 IMF World Bank Meeting to showcase African creativity.
The creative industry is one of Nigeria’s fastest-growing sectors, but much of its economic potential remains untapped. Abudu’s initiative highlights a strategic shift Communiqué has argued is necessary: African creators must not only gain recognition but also build economic sustainability beyond local markets.
Crunch Time 📈
How Mavin Records turned content marketing into a growth engine
Mavin Records has cemented itself as the home of Nigeria’s next-generation music stars like Ayra Starr, Rema, & Crayon—artists set to carry the Afrobeats movement forward. But its rise to prominence is built on more than just a keen ear for talent and hit-making instincts.
At first glance, Mavin Records may seem like just a music label, but a closer look reveals a company that has evolved into a full-fledged multimedia business, with content marketing at the heart of this transformation.
The latest proof of this evolution is Savant, Mavin’s newly announced in-house production studio. Though it is positioned as a business expansion, Savant is the culmination of a vision that has been unfolding since 2019—one that signals the record label’s ambition to extend its influence beyond music production.
In our latest Communiqué essay, we explore how content has been central to Mavin’s success and why, as digital engagement continues to reshape the entertainment industry, the company is betting on storytelling and media as key to its future.
Read more here.
Curiosity Cabinet 🗄️
The big one:
The Africa Creatives Alliance (ACA) argues in its new report that unlocking Africa’s creative potential requires a unified Pan-African strategy.
They will be holding a virtual seminar on February 26, 2025, by 9:00 am (CET) or 11:00 am (EAT) to talk about this and other ideas.
More juicy stuff:
Masobe Books’ Othuke Ominiabohs on how he identified a gap in the market for African literary works—and how he’s filling it.
AI-powered tools are making life easier, but at what cost? Could AI be chipping away at human creativity?
“Ragebait” is losing its grip. A new form of emotionally charged content—sadbait—is taking center stage.
Mavin Records expands its partnership with Universal Music Group; it will now handle all the group’s business in Nigeria.