UMG and Sewasew Multimedia Forge Alliance to Expand Music Access in Ethiopia

In a noteworthy agreement disclosed on November 16, Sewasew Multimedia is set to obtain licensing and marketing rights for Universal Music Group's (UMG) extensive music catalog in Ethiopia. This encompasses music from globally recognized UMG labels such as Def Jam, Interscope Records, Island Records, Motown Records, Republic Records, and Virgin Records, along with content from their African divisions including Def Jam Africa, Motown Gospel Africa, and Republic Records Africa.

The Digital Service Provider (DSP) agreement between UMG and Sewasew Multimedia marks a significant stride for the Ethiopian music industry. It is poised to enhance the musical landscape for Ethiopian consumers, providing them with access to a broader spectrum of music while concurrently amplifying the global outreach of Ethiopian artists.

Ulrik Cahn, UMG EVP Africa, Middle East, and Asia, expressed, "We are excited to partner with Sewasew Multimedia to bring UMG’s music to the Ethiopian market. UMG has a long and successful presence in Africa, and given Ethiopia’s vibrant music culture, we are excited to work with Sewasew Multimedia to help grow the Ethiopian music industry to its full potential."

Abraham F, MD of Sewasew Multimedia said, "We are thrilled to partner with UMG, the world leader in music-based entertainment to bring their extensive catalog of music to the Ethiopian market. This partnership is a testament to Ethiopia’s growing importance in the global music industry, and we are confident that it will be a success for both companies."

Highlighting the burgeoning music scene in sub-Saharan Africa, the partnership aligns with UMG's commitment to the region, as noted in the 2023 IFPI report, which identified sub-Saharan Africa as the world's fastest-growing region in terms of recorded revenue growth at 34.7 percent. The collaboration reflects UMG's broader strategy to fortify its presence and expedite growth in promising music markets globally.

Since its inception in October 2022, Sewasew Multimedia’s streaming platform has garnered acclaim in Ethiopia and beyond for its exclusive content, having signed over 100 artists to date.