By Aderinola Omotosho
Virgin Music Group has teamed up with Ghanaian digital media company MiPROMO in a new distribution deal that aims to push more African artists onto the global stage. The partnership was officially announced on October 9th, 2025, marking another big step in Virgin Music’s expansion across Africa.
The move is part of Virgin Music’s wider strategy to work with established local companies that already understand their markets and artists. Instead of coming in from the outside, Virgin is choosing to build partnerships with African players who already have the structure and experience to make things happen.
MiPROMO isn’t new to the game. The company’s been active in Ghana for over a decade, helping artists with digital and video distribution, social media marketing, web publishing, branding, and even event promotion. Basically, they’ve been behind a lot of the online visibility Ghanaian musicians enjoy today.
With this deal, MiPROMO will now gain access to Virgin’s global distribution network — opening up new doors for Ghanaian artists to reach international audiences. For Virgin Music, it’s another step toward strengthening its presence in Africa’s fast-growing music industry.
Kay Ikazoboh, Managing Director of Virgin Music Group Nigeria, said the collaboration is “more than distribution.” In her words, it’s about creating long-term opportunities for artists to grow and thrive globally — not just helping them release music, but giving them the resources, mentorship, and tools to build sustainable careers.
MiPROMO’s CEO, Nii Abbey Mensah, also shared his excitement, saying Ghana’s music scene is evolving quickly and the country’s sound already connects beyond Africa. “By working with Virgin Music, we’re better positioned to create pathways that will allow our artists to reach new audiences and establish Ghana as a powerhouse in global music,” he said.
Other members of the MiPROMO team, like Jesse Ababio and Vincent Asare, added that the goal remains the same — to support Ghanaian talent and make sure their work travels as far as possible while staying true to their roots.
Virgin Music’s interest in Africa isn’t new. Over the past few years, the company (and its parent, Universal Music Group) has been expanding its footprint across the continent through several local partnerships. The goal is clear: to tap into Africa’s growing influence on global music and give artists the backing they need to compete internationally.
For many Ghanaian artists, this deal could mean more visibility, better structure, and stronger support. And for Ghana as a whole, it’s another reminder that the world is paying close attention to what’s happening in its music scene.
With Afrobeats, Amapiano, and now Ghana’s alté and hip-life sounds gaining more global attention, this partnership couldn’t have come at a better time.
