Virgin Music Group has announced a new partnership with Rain Labs, a boutique distribution and integrated label services company founded in 2020 in Accra. Rain Labs is focused on promoting African talent to global audiences.
The collaboration is designed to provide full support for African artists, covering areas such as digital distribution, marketing, creative production, and brand partnerships, ensuring that their music reaches worldwide audiences and achieves sustained success.
Virgin Music Group, a leading global independent music distribution and services company, has a longstanding commitment to supporting artists worldwide. In 2023, the company launched Virgin Music Group Nigeria, further cementing its dedication to the African music scene.
Virgin’s services include global distribution, streaming strategy, marketing, and artist development, all of which aim to promote emerging and established artists.
With offices in Accra and London, Rain Labs is dedicated to empowering independent and up-and-coming African artists, helping them flourish. The company offers tailored services in digital distribution, PR, streaming strategy, and creative production.
Through this partnership, Rain Labs will benefit from Virgin Music Group’s extensive network, which reaches over 128 digital streaming platforms, including Spotify, Apple Music, Boomplay, YouTube Music, and Audiomack.
Rain Labs’ roster includes top African artists like Joey B, Cina Soul, Baaba J, MAUIMØON, Kofee Bean, Ess the Legend, and AD DJ, all of whom will gain access to Virgin Music’s global network.
Together, this collaboration aims to deliver powerful campaigns and create lasting opportunities for artists to realize their full potential.
Albert Donkor, co-founder and lead of Rain Labs, expressed excitement about the partnership: "This is a pivotal moment for African music. Virgin Music Group’s proven success and global reach align perfectly with our mission at Rain Labs. We believe this collaboration will take African talent to new heights."
Olukorede ‘Kay’ Ikazoboh, Managing Director of Virgin Music Nigeria, also shared her enthusiasm: "Rain Labs is a well-established company with a deep understanding of Africa’s music industry. We are excited to collaborate with a company of such calibre and look forward to leveraging Rain Labs' potential to create innovative pathways for African artists to shine on the global stage."
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