Lanre Masha will be stationed at The Orchard’s Lagos office and will lead the charge in expanding the company’s operations in West Africa.
By Emmanuel Okoro
In a strategic move to expand its operations and influence, The Orchard – a global artiste and label service distribution company under Sony Music Entertainment – has recently appointed Lanre Masha as its Director for West Africa. This new development comes on the heels of The Orchard’s continued efforts to strengthen its presence on the continent.
Masha brings a wealth of experience to his new role, having previously served an impressive eight-year tenure at Trace Urban as its General Manager for Music and Editorial. He has also held marketing and sales positions at Pepsico, Chicago, showcasing his diverse, valuable experience.
Speaking on his new role, Masha said, “West Africa is no longer a young market. We are leading the global expansion of music from the region, connecting artistes with fans worldwide. The Orchard’s cutting-edge technology, vast global network, entrepreneurial spirit, and best-in-class solutions to not only build but sustain a global business is how we offer unparalleled support to our clients. I look forward to working with the team to bring the rich talent of West Africa to the world.”
Masha will be stationed at The Orchard’s Lagos office and will lead the charge in expanding the company’s operations in West Africa. His responsibilities will encompass release strategies, regional support, and distribution expertise for the company’s lineup of artistes, which includes Patoranking, Lojay, R2Bees, Ty Bello, and many others.
He will report to Prashant Bahadur, Executive Vice President and Head of Strategy at The Orchard. Masha will also be collaborating with Ben Oldfield, Vice President of Market Development for Africa, to strengthen The Orchard’s presence and build strategic relationships with artistes and labels across the continent.
Currently, Masha serves as the Music Curator of ART X Live!, an offshoot of the esteemed ART X Lagos — an annual art fair and cultural platform in Nigeria. He is also a founding member of Mother Africa Reigns Supreme (MARS), a dynamic record label that houses the rising Afro-Pop sensation, YKB.
The Orchard’s appointment of Masha hopes to spell a promising future for the West African, and by extension, African music scene.
The Orchard has been making immense strides in its expansion across Africa. Over the past year, the company has bolstered its team with key appointments in South Africa, with the appointment of Mpumi Phillips as its Director of Distribution. Similarly, Beth Achitsa was appointed as the Artiste and Label Relations Manager in Kenya.