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PRS For Music partners with Orfium to expand reach in Africa
By Andy Malt | Published on Tuesday 18 April 2023
UK song rights collecting society PRS For Music has announced a new partnership with rights and data management platform Orfium, which it says will provide a boost to the licensing and management of the rights it represents in African markets.
“The African music market is rapidly progressive, driven by a burgeoning homegrown music scene and a new generation of talented music creators”, says Sami Valkonen, PRS For Music’s Chief International Business Officer.
“Orfium has both the expertise and tools necessary to ensure that songwriters, composers and publishers are paid when their music is being used across the African continent”, he continues. “This agreement was designed to be flexible, ensuring it can adapt and offer innovative solutions in markets where we are experiencing considerable change and growth”.
Orfium CEO Rob Wells adds: “We’re incredibly excited to partner with PRS For Music. Orfium exists to support and improve the global entertainment ecosystem so that creators everywhere can be paid fairly for their work”.
“Over the last three years, we have invested heavily in building a state-of-the-art rights management platform to support our partners in the licensing and remuneration of music rights in the entertainment industry”, he goes on.
“Orfium looks forward to working with PRS as their trusted partner to support this incredible region and contributing to Africa’s future as a high-growth music market”.
The new partnership will sit alongside PRS’s existing agreement in that part of the world with South African collecting society SAMRO, and will cover the public performance of music, as well as the use of songs by radio stations, cable TV, and both local and some international digital music services.
