The company's strategic growth in Africa involves opening offices in key markets like Lagos, Nigeria,[4] and Nairobi, Kenya, to promote local talent globally.

The division works with a diverse range of artists across different genres, including amapiano,[6] pop, hip-hop, house, and traditional South African music.

[7] Nigeria is another major music market in Africa, known for its vibrant Afrobeat, Afropop, and hip-hop scenes.

The division also supports artist development and distribution efforts within the East African region appointing Christine Mosha[12] as its head of marketing.

Ghana has emerged as a significant player in the African music scene,[13] particularly in genres like highlife, hiplife, and Afrobeats.