Universal Music Africa signs a Licensing Deal with Effyzzie Music Group for Nigerian superstar Yemi Alade


Paris —Yemi Alade, one of Africa’s most creatively and commercially successful artists, has signed a global licensing agreement with Universal Music Africa (UMA) – Universal Music Group’s west African affiliate – in partnership with Universal Music France (UMF).

Under the multi-year agreement, UMA will serve as the exclusive worldwide recorded music partner for Yemi Alade and her label Effyzzie Music Group, and UMF will serve as the international roll-out partner for the project.

This licensing agreement, effective immediately, shows UMG’s will to strengthen its position in this part of the world through UMA, and builds upon the enormous success Yemi Alade has achieved with her label Effyzzie Music Group. Yemi Alade is the first african female Afropop artiste to hit over 100 million views on Youtube and VEVO with her smash hit single “Johnny”, which is now the most viewed video from an African female artiste. She is also the first female entertainer in Africa to have over a million subscribers on Youtube.

In making the announcement, Moussa Soumbounou, MD of Universal Music Africa, said, “Yemi Alade is one of the few artists in the history of African urban pop music to reach such a high level of notoriety. We at Universal Music Africa are all huge fans of Yemi Alade and her music and with what she has already accomplished with Effyzzie Music Group, we believe that our new partnership will only further elevate her superstar status globally. We are excited and proud to support her in this new phase of her career and help her reach even greater heights.”.

Olivier Nusse, Chairman and CEO of Universal Music France, said, “It is a real opportunity for Universal Music to have the confidence of such an artist. Her talent and impact on African and even world pop music are undeniable, and it is with great humility but even more ambition that we will support his project, with the help of the other subsidiaries. Africa is more present than ever on the world music scene, and Universal Music Group through such a partnership, confirms its ambitions, but also its leadership.”. 

Taiye Aliyu, CEO and founder of Effyzzie Music Group, added, “We at Effyzzie Music Group and Yemi Alade are pleased to be working in partnership with the Universal Music Group, changing the narrative of African music, one artist at a time. The Future is Africa. “

About Yemi Alade

With four albums, one EP and many smashes such as Johnny, Ferrari, Na Gode or Bum Bum under her belt, Yemi Alade is the No 1 afropop female artist on the African continent. 

Nigerian afropop/R&B artiste, singer/songwriter, composer, actress and entertainer, she is popularly referred to as the “Ghen ghen babe” and “the Yoruba-Ibo girl” by rosevirtue of her electrifying stage-craft, music, edgy and un-matched style, evolving African style and her bi-tribal descent. 

She is a BET Awards 2015 and 2016 nominee for Best International Act Africa, a two-times nominee MOBO Awards for Best International Act 2014 and 2015, Winner MTV Africa Music Awards (MAMAs) for Best Female 2015 and 2016. She has received several awards and nominations, including MTV African Music Video awards, City people Entertainment, MOBO, YEM and Eloy awards.

Yemi Alade is also the first african female afropop artist to hit over 100 million views on Youtube and VEVO with her Smash hit single “Johnny”, which is now the most viewed video from an African female artiste. Amongst all these, she is the first African female to hit One million subscribers on YouTube.

In July 2019, Yemi Alade was featured on “Don’t Jealous Me”, a track from Beyoncé’s compilation album The Lion King: The Gift. She appeared on the track alongside Mr Eazi and Tekno. Rolling Stone magazine revealed that Alade also recorded a verse for an earlier version of “My Power” in June. 

She just revealed her 4th studio album “Woman of steel” with short film “Home”, which features her as the main character.

About Universal Music Group

Present in more than 60 countries, Universal Music Group (UMG) is the world leader in music entertainment, with a wide range of activities from recorded music to music publishing, merchandising and audiovisual content. With the most comprehensive music catalogue in all musical genres, UMG discovers and develops artists, produces and distributes critically acclaimed music and international commercial success. Committed to artistic talent, innovation and entrepreneurship, UMG encourages the development of services, platforms and business models to broaden the artistic and business horizons of its artists and create new experiences for their fans. Universal Music Group is a Vivendi company.

About Universal Music Africa

Universal Music Africa (UMA) is the second African affiliate of UMG, a company of the Vivendi group. Created in 2017, it operates in 25 French-speaking, Portuguese-speaking and Spanish-speaking countries. 

With more than fifty artists in its catalogue, including the most influential and successful ones of these territories, UMA aims to create a new relationship between music, fans and brands, on an exceptionally dynamic and musically creative area.

The company also helps structure the local markets by facing new challenges such as the digital revolution on this part of the world.

About Effyzzie Music Group

Effyzzie Music Group is a record label based in Lagos, Nigeria. Founded in 2007, It focuses on what is important: changing the narrative through Music, Entertainment and Culture. The label has a passion for Artist development.

Effyzzie Music Group is home to the international artist Yemi Alade, and Brainee.