In an exclusive announcement with popular media outfit Billboard, American music distributor UnitedMasters confirmed their partnership with talented Nigerian producer Osabuhoien Osaretin popularly known as Sarz, and his 1789 imprint to provide a new breed of artists with the necessary resources to promote their music globally.
David Melhado, the vice president of music at UnitedMasters, revealed to Billboard the reason for this partnership with Sarz. He revealed:
Sarz, for the last five years, has been developing some of the biggest producers on the continent that have gone on to produce for the Wizkid’s, the Burna’s, the Tems’, the Lojay’s, etc. We wanted to be able to say, ‘How do we add value to you guys and help give you resources so that way you can ultimately develop the talent on the ground?' You can see why he’s able to spot talent when you hang out with him. His energy is infectious. He’s just doing what he wishes he had. There’s something so powerful in that where he’s like, ‘I’m paying it forward to these producers.’ He’s really creating a movement.
Sarz also shared his thoughts on the partnership and what he hopes it would bring for the artists under the 1789 brand. He shared:
“more opportunities to the continent, bring more opportunities to Afrobeats artists and producers globally. I hope to be the bridge between an emerging artist and everything they desire globally.
He also revealed that those under the brand would also have:
everything that you would get from a major label, from marketing to digital marketing to playlist pitching and, when the time is right, we can scale up and do radio campaigns,” says Melhado. He adds that the partnership will also provide artists and producers “transparency around the money they make” through UnitedMasters’ mobile app, where “they’ll be able to see their streams in real time,” as well as “brand partnerships with some of the world’s biggest brands [NBA, ESPN, WhatsApp], and they all have ambitions to be a part of the global music conversation.