In Ivory Coast, RTI has just formalized a partnership agreement with Sony Music to promote local artists. The agreement was signed in the presence of Fausseni Dembélé, CEO of RTI, and Elvis Adidiema, CEO of Sony Music Africa.
Music represents a second important programming focus for RTI, which is also the exclusive broadcaster of major music events such as FEMUA (Festival des Musiques Urbaines d'Anoumabo) and PRIMUD 2022 (Prix International des Musiques Urbaines et de la Diaspora).
For its part, Sony Music, which has been present in Côte d'Ivoire since 2017, is doing everything possible to promote its artists. "As cultural players, it was only natural for us to formalize this partnership with RTI, the leading media outlet in Côte d'Ivoire. Thanks to its expertise and reputation, we will be able to better promote Ivorian artists," said the Managing Director of Sony Music Africa.
As Alexandre Deniot, director of Midem, mentioned in an interview with Adweknow: "It's good to see the arrival of the major labels. If these majors decide to set up shop in Africa, it's because they have identified that there is real potential on the continent and that the market is indeed taking shape. Their arrival is a very positive sign for the growth of the market, its structuring, and for the artists."