The news of South African rapper Cassper Nyovest signing with global music distribution and management giant, Universal Music Group for an upcoming album came as a surprise to many fans including the GA team at the headquarters in London.
Cassper Nyovest has been against artiste joining forces with major labels as he says labels tend to shortchange artists on the benefits due them as content creators. He has always done things as a solo act, which led him to establish his own label, Family Tree Media, to help brand himself and other signed acts for international consumption. It seems he now has an exception to the rule.
He backed his turn-around decision to unite with Universal in a long message delivered to his fans and the entertainment community via his socials, he wrote; ‘I’m not signed to Sony. I’ll never have a number 1 single in my career unless I share the cake with a major label. They run the charts, from iTunes to radio. They have all the data, the manpower, the connections. Maybe it’s time I did. The next step definitely needs muscle’.
The marriage between Family Tree Media and Universal Music Group will see the company arrived early enough before the release of his upcoming studio album christened Sweet and Short. He doesn’t need to stress on proving himself to the South African music community after he single-handled filled the biggest stadium across the countryto the brim and currently eying the rest of Africa.
However, the mind-boggling question still remains, If successful independent acts like Cassper Nyovest keep ending up handing over control to larger labels, do we have an industry monopoly on our hands?
We would like to get your thoughts on that in the comments box below.
Don’t forget to follow us on:
YouTube: Glam Africa Mag