Kenyan record producer Vic West, who is known for his input in the local commercial music scene, has inked a deal with Universal Music Group East Africa (UMG EA).
West is celebrated locally for chart-topping Gengetone hits like Kuna Kuna, Kaskie Vibaya and Kudade among others, and has been described as a musical genius by industry colleagues.
UMG EA said in a press statement that the signing marks a significant milestone for the rapidly growing Kenyan industry, solidifying the label’s commitment to showcasing Africa’s dynamic musical talent on the continental and global stage.
“Vic West is an extraordinary talent with a unique sound that resonates deeply with fans, not just in Kenya, but around the world. We are excited to welcome him to the UMG family and look forward to working together to further elevate African music on the global stage,” UMG EA general manager Chinasa Udeala said.
“Universal Music Group’s East Africa division has been instrumental in championing artists and producers from the region who are making waves locally and internationally. By signing Vic West, UMG East Africa reaffirms its mission to be a global leader in African music and build stronger connections between African creators and the global music industry.”
Vic West expressed excitement over the new deal, calling it the perfect opportunity to take his sound to a global platform.
“I’ve always been driven by a desire to push the boundaries of my music and creativity,” the producer said.
“Universal has an incredible legacy of supporting artists across all genres, and their vision aligned perfectly with my goals as both a producer and artist. Their resources, reach, and support will allow me to explore new sounds, collaborate with a wider range of artists, and truly elevate my work beyond just regional recognition.”
Entertainment website Kenyan Vibe reports that West took an interest in music early in life, dipping his toes into the craft as a choir boy at first.
“Musician Joefes first heard Vic’s demos and sent to Black Market Records where he eventually got signed up. He has worked with prominent Kenyan artists including Fathermoh, Ssaru, Breeder LW, Trio Mio, and Brandy Maina among others.”
