Virgin Music Group, a subsidiary of Universal Music Group, is a leading music partnership company to independent labels and artists offering them a robust team with a global structure as well as expertise in the major music markets across the globe. Virgin Music Group’s structure of ensuring a boutique, efficient, and innovative solution to the marketing and distribution needs of artists and labels has made it a prime destination and partner for artists and labels who require hands-on expertise with a global infrastructure. Since its creation and acquisition by Universal Music Group, VGM has expanded its services and reach to more markets in Asia, the Middle East, and Africa more specifically Nigeria in 2024.
In the company’s bid to extend its services to more artists and labels, they have announced a groundbreaking partnership with Rain Labs, a Ghanaian music marketing company with tailored services that include digital distribution, PR, streaming strategy, and creative production. Rain Labs, since its creation, has been dedicated to propelling the careers of African talents from their home countries to the global stage.
Albert ‘Trebla’ Donkor, CEO of Rain Labs highlighting their growth and transformation, said: “We’ve made significant strides in promoting both emerging and established artists across the continent since 2020. Through our label services and initial distribution partnership with VYDIA, we’ve successfully connected our artists to major DSPs and press outlets. We entered the industry at a time when there was little focus on emerging talent or the creation of tools to amplify them. Looking back, I’m incredibly proud of what we’ve achieved. Seeing where some of the artists we started with are now in their careers, it’s clear we’ve made a meaningful impact—all without financial backing, relying solely on marketing expertise and a strong network.”
Rain Labs’s understanding of the African music scene has seen them produce results that show artists in Africa’s emerging scene scaling up to global acceptance. Their hands-on approach to tackling distribution and marketing akin to that of Virgin Music Group makes their partnership even more exciting for the artists and labels on the African continent.
Through the efforts of their dedicated team, including John Hill (Head of DSP Strategy), Linford Amankwaa (Head of A&R), Kwame Owusu Ansah (Account Manager), Mercy Agbai (Social Media), they have enjoyed significant success through their work with MAUIMØON’s project From Uganda with Love, which hit number one on Apple Music Uganda and which later led to a feature on COLORS.
“The fact that it was an R&B project with a significant listenership from the US and UK proved that Africa isn’t just about Afrobeats—we have talented artists who can excel in other genres and resonate internationally.” – Albert ‘Trebla’ Donkor.
They worked on Baaba J’s project and saw her featured on a Times Square billboard, courtesy of Spotify, and managed DSP partnerships for Olivetheboy’s “Goodsin”. The company’s additional work with Stefflon Don handling DSP placements and securing billboards in LA, New York, and London. The success of that project among other international works highlights Rain Labs’ position as a credible company in the music industry.
“It demonstrated our ability to collaborate with international teams and operate on a global scale, further cementing our credibility in the industry. Our partnership with EMPIRE was also memorable, where we managed Grammy Award winner PJ Morton’s trip to Accra to record his From Capetown to Cairo album and organized his first show there. I could go on and on. It’s been an incredible run! Thank God and the team for it all.” – Albert ‘Trebla’ Donkor.
Spotlighting the talents on their roster including talented artists like MAUIMØON, Anabel Rose, Darkua, Ko-Jo Cue, Yung D3mz, and NATAB as well as rapper Joey B. Alberts assures Rain’s commitment to supporting the growth of artists while exploring opportunities to bring other talented artists onto the roster.
Trebla emphasised their decision to focus on emerging artists. He stated: “There was a lot of gatekeeping and little to no structured support for rising talent, and we wanted to change that. We believed that with the right marketing strategies, network, creative direction, and sheer determination, these artists could compete on a global scale and build successful careers. Seeing the growth of artists we’ve worked with over the years has reinforced that belief.”
This new partnership provides them with the resources and platform to bring more value to artists, particularly those on the rise. This partnership will provide the artists with access to funding, a broader network, better DSP placements, media visibility, and the resources they need to thrive through the efforts of Rain Labs who remain committed to levelling the playing field and helping artists break barriers to reach their full potential.
Olukorede ‘Kay’ Ikazoboh, Managing Director of Virgin Music Nigeria, shared her perspective: “Rain Labs is a well-established entity with a deep understanding of Africa’s music landscape. At Virgin Music Group, we are proud to collaborate with a company of this calibre. Together, we aim to harness Rain Labs’ full potential and continue to develop innovative pathways for African artists to shine globally.”
Speaking on what this partnership means for potential collaborations between Rain Labs and independent labels, Trebla added: “We continue to collaborate with labels, providing comprehensive label services for both their emerging and established talents. While our distribution partnership is exclusive, we’re open to working with other labels. However, we are selective about our collaborations—not to gatekeep, but because we’re a small team focused on channelling our energy into artists and projects we’re truly passionate about. This approach has proven effective in driving successful campaigns and meaningful outcomes.”
Written by Nana Kojo Mula.
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