East Africa’s leading artiste Diamond Platnumz and his record label WCB Wasafi has announced that it has signed a 360-partnership agreement with Warner Music Group.

The deal will see WCB-Wasafi assimilated into Warner Music South Africa and Ziiki Media, as Warner Music’s global network promote Diamond and WCB acts to a worldwide audiences.

Diamond has released more than 30 hits and is among Africa’s most successful artistes and is a brand ambassador for Pepsi, Parimatch, Itel, Nice One Brand among other companies.

The Jeje singer has the leading artiste YouTube channel in Sub-Saharan Africa and boasts of more than 5.12 million subscribers, and more than 12 million Instagram followers.

Diamond and WMG executives after the signing. PHOTO/WMG

The multi-award-winning singer founded WCB-Wasafi and made it one of Africa’s leading labels and signed Zuchu, Rayvanny, Mbosso, Lava Lava, and Queen Darleen among others.

The 360-partnership agreement will see Warner Music, Diamond and WCB-Wasafi artistes collaborate on new song releases, brand partnerships, catalogue, live as well as sync deals.

“I’ve built WCB-Wasafi from the ground up and believe that Warner Music and Ziiki are the right partners to help further grow our reach” said Diamond.

WCB-Wasafi logo. 

He added, “I’m also looking forward to plugging into the Warner network myself. We’ve got some exciting plans and I can’t wait to share more music with the world.”

“This partnership with Diamond Platnumz and Wasafi firmly underpins our entrance into East Africa. Not only is Diamond one of the premier artists on the continent, but he is undoubtedly the lynchpin of the Bongo Flava scene in Tanzania,” said Temi Adeniji, MD of Warner Music South Africa and SVP for Strategy, Sub-Saharan Africa.

Diamond. PHOTO/WMG

Adeniji added, “We’re so excited to write him and Wasafi into the WMG narrative on the continent and we are beyond thrilled to welcome Diamond as a global flagship artist for Warner Music.”

Ziiki Media is involved in content aggregation and distribution in various formats including recorded music, music publishing, audiovisual content and live events across the continent.

Warner Music Group announced its partnership deal with Ziiki Media in May 2020.