Diamond Platnumz Signs 360 Partnership Deal with Warner Music Group

Diamond Platnumz is one of Africa’s most successful artists, having released more than 30 hit songs, and is one of the region’s most recognisable figures, which has led to him becoming a brand ambassador for companies such as Pepsi, Parimatch, Nice One Brand and Coral Paints.

Warner Music Group has signed a 360 partnership deal with celebrated Tanzanian singer Diamond Platnumz and his leading independent record label WCB-Wasafi.

The new 360 strategic partnership will see Warner Music, Diamond Platnumz, Ziiki Media and WCB-Wasafi artists collaborate on new releases, catalogue, brand partnerships, live and sync deals.

“I’ve built WCB-Wasafi from the ground up and believe that Warner Music and Ziiki are the right partners to help further grow our reach. I’m also looking forward to plugging into the Warner network myself. We’ve got some exciting plans and I can’t wait to share more music with the world,” Diamond commented on the partnership.

Warner Music Group is an American multinational entertainment and record label conglomerate headquartered in New York City. 

It is one of the biggest recording companies and the third-largest in the global music industry

A 360 deal is a business relationship between an artist and a music industry company. 

The company agrees to provide financial and other support for the artist, including direct advances as well as support in marketing, promotion, touring and other areas. 

In turn, the artist agrees to give the company a percentage of an increased number of their revenue streams, often including digital and online sales, live performance, merchandise, endorsement deals and songwriting royalties.

“Diamond Platnumz musical talent is undeniable and he’s become one of Africa’s most successful artists. On top of that, he’s proven to be an incredible businessman, as he’s grown WCB-Wasafi into a formidable record label,” said Alfonso Perez-Soto, President, Emerging Markets, Warner Music.

“The East and Central African music scene has exploded over the last few years and we believe by working together, we can help promote Diamond and his artists to more fans around the world and introduce Bongo Flava scene to a broader audience.”