Ground Up Chale officially announces the launch of its in-house sync and creative talent division, Ground Up Talent Agency (GUTA).
Launching on a high note, GUTA scores big with an international sync deal for Kwesi Arthur’s hit single, “Winning” featuring Vic Mensa.
The anthemic song has made it onto the coveted EA Sports Madden NFL 23 official soundtrack, a win for African youth music, positioning Kwesi Arthur alongside the likes of Nas, Snoop Dogg, Kendrick Lamar, Robert Glasper, Bas, and Ty Dolla Sign to highlight a few of the heavyweight contributions.
Released through Ground Up Chale, “Winning” saw global success with radio, receiving airplay on the likes of Hot 97 (New York), YFM, Pluzz FM, Guide Radio (Ghana), Cool FM, The Beat FM (Nigeria), and 5FM, Gagasi FM, Jozi FM, Motsweding FM, YFM (South Africa).
“We are honoured to be part of the Madden 23 game and soundtrack. It is a big win for us personally, and also 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.
We have clear short-term and long-term goals with GUTA as it 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 12-18 months with our global partners,” shares Eph Yeboah, Head of Partnerships and Creative at GUTA.
“I started Ground Up Chale with a view of giving young African artists a platform to showcase their talents globally. Our first sync for Madden 23 by our in-house agency, GUTA, is another cog in the global machine that we are trying to build here. Our strategy is to create a structure and platform for African artists to maximise their potential worldwide.
We believe that African youth music as a sound is taking over globally and will be doing much more in the upcoming years. 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,” adds Glen Sho, Founder, and Director of Ground Up Chale.
