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Osama: The Ghetto King’s Journey to Greatness

The ancestral anthem on the minds of many has smashed its way to the top of the charts in recent weeks. We are of course talking about Zakes Bantwini’s lead extract single, Osama, from his upcoming album, the Ghetto King.

The road to Osama has been spattered with challenges for Bantwini, but one thing has never failed: the support of Sarah Jane Nicholson.

Born and bred in Bantwini’s homeland of South Africa, Nicholson has achieved the unicorn of African management; travelling the planet in support of her artists, this female force has successfully set up an international company to deliver that which so few big names have; a true bridge out of Africa.

Thanks to the establishment of Paradise Africa Distribution, Nicholson now offers her artists the full force of her label Paradise Sound System’s global reach. With headquarters in Berlin and offices in San Francisco, Johannesburg, Rwanda, Shenzhen and Mexico, Paradise Sound System has gained notoriety as a disruptor of traditional distribution models whilst providing a true world view of the industry, recognized for its lasting connections across many sectors.

Aside from her labels’ internal power, Nicholson has also spent years building relationships with international taste makers and influencers who have championed artists such as Bantwini. Most recently seen by the support of radio heavyweight Makossa who has been pushing Osama on his coveted FM4 radio program within Germany, Austria and Switzerland, calling it “South Africa’s song of the summer” as well as the notorious Pete Tong who publicly labelled the track as a “smash hit from South Africa and Paradise Sound System” via his BBC1 Radio Show.

The success of Nicholson’s reach in Germany, Austria, Switzerland and the United Kingdom is worth noting. These territories are well known to be some of the most complicated to break into.

Having spoken at countless conferences around the world, Nicholson continues to empower her own country, consistently advocating for African artists’ rights and independence as she goes.

Unlike the experience of many African artists with major distribution companies, who perpetuate disillusion by failing to achieve what this one-woman force of nature has, Nicholson took her global experience home to provide her artists with a clear cut, effective and efficient route for their music, from Africa to the world.

It is the independent structure of Paradise Sound System that has allowed Osama to explode onto the global scene; providing faster and more flexible solutions than the old structures it successfully competes with. That coupled with the tenacity of Sarah Jane Nicholson has provided the perfect springboard for Bantwini’s latest release as she continues to honestly and doggedly represent African music world-wide.

https://youtu.be/X8U5ujLO_iE

 

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