Ghana-based incubator Ground Up Chale has launched its sync and creative talent division for African artists.
Known as the Ground Up Talent Agency (GUTA), the initiative forms part of Ground Up Chale’s vision to create a structure and platform for talents to maximise their potential while bringing young African creatives and brands to a global audience, according to the company’s founder and director Glen Sho.
GUTA’s first sync partnership involves rapper Kwesi Arthur’s single ‘Winning’ featuring Vic Mensa, which was selected for video game franchise EA Sports’ Madden NFL 23 official soundtrack.
“We are honoured to be part of the Madden 23 game and soundtrack,” GUTA head of partnerships Eph Yeboah said. “It is a big win for us and for Ghanaian and African music as a whole. I believe sync deals like this are the next step in the commercial evolution of African music, and we are happy to be in early on it.”
Yeboah added: “We have clear short-term and long-term goals as pertains to the building of structures that allows African artists to profit commercially globally, and you will see a lot of those ideas play out in the next 12 to 18 months with our global partners.”
On his part, Glen Sho said: “We’ve always had the talent in Africa, but now is time to put the business structure around it through areas such as brand partnerships and syncs.”
GUTA’s latest announcement arrives on the back of specialised campaigns for brands, including industrial placements for Roland’s in-focus instruments on major festivals and tours, as well as curating artist interviews with Black Sherif, Kwesi Arthur and Quamina MP on Belaire CEO Brett Berish’s Self-Made interview series.
Also boasting operations in London, UK, Ground Up Chale describes itself as a driving force behind African youth culture. It is credited with activating the careers of the likes of Kwesi Arthur, Twitch 4Eva, Kofi Mole and Quamina MP.