Nairobi, 19th August 2024, Universal Music Group East Africa (UMG EA) announced the signing of prolific Kenyan singer, songwriter and producer Njerae into its roster of Kenyan acts.
This deal brings forth new opportunities for former independent artist Njerae as they join forces to create commercially successful music and go far beyond the framework in the global music industry. Sharing her excitement on the new deal she penned with Universal Music Group EA, she noted that the giant music company would “provide resources and expertise that will help me create much better music and grow my fan base.”
“Njerae is special. She is the voice of the new emerging music culture in East Africa. Listening to her style of music, she transcends not just EA, but internationally how it addresses everyday needs, and speaks to core life experiences regardless of people’s age, generation, class or whatever. We are glad to have her join our robust team”. – Chinasa Udeala, UMG EA General Manager
Njerae’s meteoric rise in the music industry began from the corridors of Sauti Academy before forging a name in the live circuit. She has played numerous festivals from DIY festivals such as Wazi Wazi Festival to more legacy-based festivals such as Blankets & Wine.
Her imminent rise was enshrined through her 2022 debut album ‘Unintentional’ that featured croony and emotive cuts that endeared her to a loyal Kenyan and diverse audience internationally. Her late 2023 offering “OTD” emerged as a fan favorite, listed as one of the “Songs of the Year” on People Daily’s Yearly List. In April, Njerae was also selected as the face of the Fresh Finds playlist on Spotify Africa.
“We expect Kenyan music to be on the map with Njerae on the roster. We will be at the table when they are discussing Kenyan music on an international scale”
Following the success of her recently dropped EP ‘Out with the Old’, Njerae has put pen to paper to become the Altè ambassador of Kenya. “To be signed with UMG is one of the most glamorous sounding aspects of the lifestyle of a musician; however I can assure my fans that I still intend to work even harder to produce even bigger hits,” she shared.
Kefa, Njerae’s manager, congratulated Njerae on the win, stating, “Working together with UMG will ensure that Njerae has increased visibility allowing her music to reach a wider fan base thus providing more stages for her to perform on.” While commending UMG EA for spotting Njerae and giving her this deal, he is optimistic that being affiliated with the music company will bring vast opportunities to the artist.
With UMG’s vast resources and Njerae’s artistry, this signing has a future full of great music for fans in Kenya and across East Africa
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