Moh Dediouf announced to the Aps, having signed a contract with a Chinese label to develop African content in China, a golden opportunity to penetrate a gigantic market and give an even larger audience to his career. This deal was made through Jean Hsiao Wernheim, International Managing Director of Shanghai Synergy Culture & Entertainment Group and co-founder of A-Peer Synergy Shanghai Culture & Technology Co. Ltd. This media and music company has developed an innovative business model, which uses state-of-the-art information technology, to serve the music and entertainment industries. According to the Senegalese artist, the Chinese side is motivated by its ambition to ensure a foothold in Africa, with “content that is both traditional and open to the world”. Nigerian artists being sought after by American labels, the Chinese label fell back on Moh Dediouf, “an artist who has both African and traditional roots, but who remains open to the rest of the world”, explained the partner company. The Senegalese musician said he had already signed with Jean Hsiao Wernheim, “a license contract” for his first album entitled Live in the shade (Live in the shade), released in 2007, a partnership facilitated by their meeting at the International Market of records and music publishing, the same year. According to Moh Dediouf, it all started with this renewed contact in 2021. “A year ago, she contacted me again on LinkedIn to tell me of her interest in African music and artistic content, which is exploding. She asked me for the news of my musical practice, I then sent my catalogs and she wanted us to sign because, she said, I have a specific thing that she is looking for, “explained the Senegalese artist. A contract in China “is very difficult for an artist because the Chinese market is not open”, and the private sector “do not make decisions on their own, the decisions are [également] government”, commented Dediouf to underline the importance of this partnership.
“They have a huge, extraordinary market”
“It will be for me to offer my content, but also I have to detect and produce other artists from the continent”, it being understood that the contract signed relates to the development of African content on the Asian market. This means that “in three years, in all the music clubs in China, there will be African music on the playlists. Concretely, this means that in Chinese clubs, if they put an American or Caribbean artist, they will also put African music, ”insisted the artist. “They have a huge, extraordinary market,” said Moh Dediouf, speaking of his new partners. “If you have 1% of the Chinese market share, which has 1.5 billion consumers, that’s more than 100 million,” he pointed out.
“Schematically, it’s as if tomorrow Sadio Mané is taken by Liverpool to provide Senegalese players, it’s as simple as that. We have seen it and we know that Sadio Mané is not just a player, he has a character that matches the mentality of Liverpool. This means that if he chooses a player, he will choose him in his image,” explained Dediouf. The Chinese label has already taken four of Moh Dediouf’s five albums, which will be released on TikTok and other Chinese media, not to mention the possibility for the artist to perform in China, if the health restrictions linked to Covid-19 are met. lifted. “Just an example, in China they have their own YouTube, which is much more powerful than the YouTube [traditionnel]. They have another reality (…) their own world, with a powerful state, so if we have the chance and the opportunity to enter it officially, it’s a huge impact”, rejoiced Moh Dediouf, before to conclude: “Afterwards, the contents, it’s simple, you reproduce what you did to be chosen.”