UnitedMasters is partnering with Nigerian producer Sarz on his 1789 imprint that aims to discover, develop and empower the next generation of African artists and producers, Billboard can exclusively announce today (June 13).
Sarz (real name Osabuhoien Osaretin) has produced records for some of the biggest African artists, such as Wizkid, Burna Boy and Tiwa Savage, and is responsible for spreading the Afrobeats sound to the U.S. and U.K. charts with hits like Drake, Wizkid and Kyla‘s “One Dance,” which became the most-streamed song on Spotify in 2016, and Lojay and Sarz’s “Monalisa,” which received a Chris Brown remix and has amassed 297.3 million official global on-demand streams through June 8, according to Luminate. He also won the producer of the year award at The Headies last year.
LV N ATTN, the parent project of “Monalisa” that Lojay and Sarz released in 2021, as well as WurlD and Sarz’s I LOVE GIRLS WITH TROUBL from 2019 fall under Sarz’s 1789 imprint, which he established in 2018 to discover and develop African artists and producers. (It symbolizes his birthdate: March 17, 1989.) Now, UnitedMasters is coming in to amplify the work Sarz has already been doing by providing its cutting-edge label services and digital distribution technology.
“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?’” David Melhado, vp of music at UnitedMasters, tells Billboard. “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.”
“I met with David and Julian McLean [director of producer relations/editorial at UnitedMasters], and it just felt right. I could tell we shared the same vision and we’re very passionate about emerging talent,” Sarz tells Billboard, adding that he hopes his new strategic partnership with UnitedMasters will bring “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.”
Those signed to 1789 will be able to access “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.”
Adds Steve Stoute, UnitedMasters CEO/founder, in a statement: “We are extremely excited to be in partnership with Sarz and 1789. Sarz, a true hitmaker, has a keen ear for talent and has proven that he cares deeply about the artist development process. Our shared mission in supporting artists from Africa through education and resources will empower them to unlock their true potential.”
United Masters began discussing how to enter the African music conversation two years ago, when Stoute sent Melhado Billboard‘s 2021 feature on Wizkid following the global success of his Tems-assisted smash “Essence.” Melhado told Stoute, “‘When it’s time for us to go expand to Africa, I got a big network there.’ He’s like, ‘Yeah, you should go in December,’” Melhado recalls with a chuckle. Melhado and McLean ended up traveling to Nigeria in December 2021, where the two were hosted by Melhado’s good friend Bizzle Osikoya, a Nigerian A&R expert and music executive who founded the talent management and music services company, The Plug. “We went out to really see what the culture was, the music, the food, the fashion, the art, and really engulf ourselves in the community there but really try to figure out, ‘Where can we add value?’ We didn’t want to just go to Africa and throw money at it. We wanted to not be opportunistic from a perspective of, ‘Let’s just go sign some artists,’ but we wanted to be able to make sure that we were going to be really impactful and additive to the music scene there. We wanted to be able to find the right partner, and that’s ultimately what we did with Sarz.”
In 2015, the 34-year-old producer founded The Sarz Academy, a non-profit organization dedicated to cultivating African artists and producers and helping them launch successful careers. “I’ve always been passionate about helping people’s journeys, even unofficially I’ve mentored so many producers in the Afrobeats space before I thought about starting an academy,” he says. “It took me at least 10 years just grinding in the industry to find my position. And I thought, if I can mentor these guys, they could probably do it in two years or three years.” The academy’s esteemed alumni includes Kel-P, Legendury Beatz, P.Priime and Tempoe, who have gone on to work with Wizkid, Burna Boy, Rema, Fireboy DML, CKay, Angélique Kidjo and Teni, among many others. “I plan to break out of Africa. I am doing it for global Afro music,” P.Priime, a 2018 graduate of The Sarz Academy, told Billboard in 2020. Two years later, he was a part of the #YouTubeBlack Voices Songwriter & Producer Class of 2022 and earned credits on Wizkid’s Made in Lagos deluxe album that went on to receive a 2022 Grammy nomination for best global music album. Another 2018 graduate, Tempoe, went onto produce CKay’s “Love Nwantiti (Ah Ah Ah)” the following year, which has since garnered 2.46 billion official global on-demand streams and spent two weeks at No. 1 on Rhythmic Airplay.
After meeting Sarz through their mutual friend Osikoya in March 2022, Melhado and McLean traveled back to Nigeria this past October to witness The Sarz Academy firsthand. “He had producers and artists from all over Nigeria. There were artists that flew in from London, from Costa Rica, to Nigerians who came from Canada to be a part of this experience. They all lived in a house. And they just created some of the most amazing music that I’ve heard in a long time. The collaboration, the desire to get on, the hunger — all these kids had that. It was inspiring overall,” says Melhado. “At that moment, I knew that we had the right partnership and the right partner.”
Sarz says the music coming out of last year’s Sarz Academy will be compiled into an album that will be released next month. Three singles — “Jam One Kele” by Sarz, Millymay_pod, Gimba and Fxrtune; “Good to Me” by Sarz, Perfext and Gimba; and “Body Wicked” by Sarz and Millymay_pod — have already been packaged as The Sarz Academy Presents: Memories That Last Forever 2 and released under 1789 and UnitedMasters on DSPs last week. One of the artists, Gimba, was also recently featured on the single “Blessings” with DJ Tunez and Wizkid.
UnitedMasters’ partnership with Sarz includes supporting his endeavors at The Sarz Academy, as education is one of the company’s core missions, according to Melhado. “We didn’t just come into the business trying to tell everybody they needed to be independent. We had to walk them through what it is like to be independent, and for artists on the [African] continent, we want to be able to help artists with those tools and educate them,” he explains. “Our ambition is to be able to support these artists, see them at the beginning of their career and ultimately take them to global superstardom.”
