Warner Music Group has launched WM Africa Francophone (WMAFR), which will operate in France and French-speaking sub-Saharan Africa.
The new company, led by the co-directors Marc-André Niang et Yoann Chapalainarrives as consumption of French music increases on Spotify.
Spotify revealed last month that more than 100 millions people in non-French-speaking countries listen to French-language music, with streams of this repertoire up to 94% since 2019.
WMAFR is a collaboration between Warner Music Africa, Warner Music France and Africori, the distribution, music rights management and artist development company acquired by Warner in 2022.
According to the announcement, the company brings together the A&R, Digital and Marketing teams of the three entities so that they can “discover and develop artists and create groundbreaking cross-cultural collaborations”.
“There is a strong cultural trade route between France and West Africa,” said Simon Robson, WMG President, Recorded Music, Europe, Middle East and Africa.
“There is a strong cultural trade route between France and West Africa. »
Simon Robson, WMG
He added: “WM Africa Francophone will help us support artists in this space, just as our 91 North project is successfully doing with talent working on the similar trade route between Canada and India. »
headquartered in Toronto 91 Nord Records was launched last year by Warner Music Canada and Warner Music India to support artists of South Asian descent.
Yoann Chapalain takes up his role as Co-Director at WMAFR while continuing his current role as A&R Manager at Africori, supporting artists such as Kamo Mphela, Kelvin Momo, Makhadzi and TitoM & Yuppe.
Niang, meanwhile, will combine his role as co-director at WMAFR with his current role as A&R director of French-speaking African repertoire at Warner Music France.
He has previously played a key role in managing projects for artists such as Himra and Louzio while contributing to the strategic strengthening of this region.
“I am excited about this new venture, which will highlight incredible talents from French-speaking Africa. »
Yoann Chapalain
Yoann Chapalain, co-head of Warner Music Africa Francophone, said: “I am excited about this new adventure, which will highlight incredible talents from French-speaking Africa.
“It aims to connect diverse sounds and regions, elevate releases for maximum success, and expand the reach of music on a global scale. I thank Alfonso Perez Soto and Yoel Kenan for moving this initiative forward.
“Our team will connect creatives and help shape the environment to foster cross-cultural success. »
Marc-André Niang
Marc-André Niang, co-director of Warner Music Africa Francophone, added: “It is important for us to be able to create new synergies for the development and structuring of the French-speaking market in Africa.
“While the region is infused with both culture and talent, the ecosystem faces challenges. Our team will connect creatives and help shape the environment to foster cross-cultural success.
“I would like to thank Alain Veille, Alassane Konaté and Temi Adeniji for giving us this opportunity to propel French-speaking African artists onto the world stage.”
