Beatchain, the AI-driven A&R, artist and label services platform for the independent music sector, is expanding into West Africa through a collaboration with British music entrepreneur Tom Russell & artist Y’akoto – Founders of AFROSON1C X – the music, technology and arts platform for the region. The collaboration will see the launch of WAVVI – a data-powered artist discovery and services platform aimed at deepening the infrastructure of West Africa’s music ecosystem.

Starting in Ghana, with expansion plans for Nigeria and beyond, WAVVI will provide artists, labels, A&Rs and music companies with the tools, insights and market access to connect talent from the region with global opportunities.

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The platform builds on Beatchain’s proven white label technology already in use in other fast-growing music markets such as India, bringing scalable solutions to a region with enormous creative potential and rising international influence. The news comes one year after Beatchain’s successful launch of Muzartdisco, in partnership with Radio City India, which has seen more than 20,000 artist sign-ups to date and opportunities for local acts to tour and perform in the UK.

Data-powered talent discovery

WAVVI allows artists to release music to streaming services, run targeted ad campaigns powered by AI, track performance and audience analytics from streaming and social media, and mix and master their tracks using smart tools that reduce costs and enhance sound quality. Its gamified leaderboard offers structured development pathways for talent, with top performers earning rewards such as distribution credits, professional production support or opportunities to perform on international stages.

To meet the specific needs of the West African market, WAVVI will offer locally tailored services. Emerging artists with limited resources who meet certain criteria can distribute one single per month for free, while royalty payments will be made through mobile money wallets – with over 356 million mobile money accounts in West Africa, the fastest adoption rate globally (GSMA).

For labels, A&Rs and music companies, WAVVI’s data-driven discovery and refined filtering tools make it easier to identify and engage with new artists, reflecting the diversity and abundance of talent across the West African region.

Ben Mendoza, CEO of Beatchain, added: “WAVVI marks another major step for Beatchain as we establish ourselves as the technology platform of choice for music industry partners in exciting, high growth music markets. West Africa has the talent, the audiences and the momentum – our job is to provide the technology and the infrastructure to connect them to the world. Working alongside Tom Russell & Y’akoto from AFROSON1C X, we are delivering a platform tailored to the region’s unique needs, engaging artists locally, empowering them and strengthening the broader local music ecosystem.”

“With much of the music industry’s future growth expected to come from emerging markets, the opportunity for local talent, global partners and future investors is incredibly exciting. Our move into West Africa is a further demonstration of the successful implementation of our expansion strategy into these markets and we look forward to accelerating this over the medium term, as we prepare to open our next investment round.”

Tom Russell, Co-Founder of WAVVI and AFROSON1C X, said: “West Africa is bursting with talent, but artists here don’t often have enough access to the networks and infrastructure needed to build a sustainable career in the music business – the systems to support them aren’t in place yet. With WAVVI, we’re introducing critical tools, structure and opportunities to help reach global audiences, while also laying the foundations for a stronger, fairer, more connected West African music industry. AFROSON1C X supports the same mission locally, as part of its own wider programme.”

According to the International Federation of the Phonographic Industry (IFPI), Sub-Saharan Africa – including West Africa – was the second fastest growing recorded music market globally in 2024 (+22.6%), driven by both local consumption and export success. Global recognition for artists like Rema, Tems, Burna Boy and Wizkid have helped garner international attention for the region.

Alongside WAVVI and other industry partners, AFROSON1C X is advancing its own initiatives to support the regional ecosystem, including the AFROSON1C X Festival and Industry Conference in Accra in January 2026 – a two-day event designed to showcase new talent and foster industry connections between West Africa and the global music industry. The inaugural edition will feature Nigerian duo The Cavemen as headliners. Plans are also underway for the AFROSON1C X Academy, a permanent education hub offering music and tech courses, a recording studio and partnerships with local and international institutions to support long-term artist development.