The partnership move between Virgin Music Group and RainLabs is aimed squarely at elevating Africa-based artistes, offering them a comprehensive suite of digital distribution, marketing, creative production…
By Abioye Damilare Samson
Virgin Music Group, the powerhouse indie arm of Universal Music Group, has just inked a game-changing partnership with RainLabs, a boutique distribution and label services company out of Ghana.
This move is aimed squarely at elevating Africa-based artistes, offering them a comprehensive suite of digital distribution, marketing, creative production, and brand partnership services that will ensure their music reaches the ears of global audiences.
In a statement issued recently, Virgin Music Group highlighted the significance of this alliance: “This collaboration marks a key milestone in our ongoing mission to broaden the global reach of African music. By leveraging RainLabs’ expertise and our extensive network, we’re determined to carve out new pathways for African artists, ensuring their music resonates far beyond borders”.
Founded in Accra in 2020, RainLabs is a force in the African music scene, offering digital distribution, public relations, streaming strategies, and creative production. The company, which also has a presence in London, is home to artists like Joey B, Cina Soul, Baaba J, MAUIMØON, Kofee Bean, Ess thee Legend, and AD DJ, all of whom now stand to gain from Virgin’s vast global infrastructure.
Olukorede ‘Kay’ Ikazoboh, Managing Director of Virgin Music Nigeria, said of the partnership: “RainLabs has earned its place in Africa’s music ecosystem, and this partnership is about pushing the boundaries even further. Together, we’ll continue to create innovative opportunities for African artists to not just exist, but thrive on the world stage”.
Albert Donkor, co-founder of RainLabs, shared his thoughts, saying, “Virgin Music Group’s track record and international reach are the perfect fit for what we’re aiming to do at RainLabs. We’re entering an exciting chapter in African music, and we’re looking forward to seeing how this collaboration will reshape the narrative for our artists”.
Through this partnership, RainLabs now gains access to Virgin’s impressive global network, reaching over 128 digital streaming platforms, including Spotify, Apple Music, Boomplay, YouTube Music, and Audiomack.
Virgin Music Group has been on the up since it expanded into Africa in 2021, following the acquisition of South Africa-based Electromode, and further cemented its presence in the continent with the launch of Virgin Artiste & Label Services in 2022.