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Sony Music Expands Hip-Hop Reach in Germany With Selfmade, Division Deals

Patrick Mushatsi-Kareba, CEO Sony Music GSA; Elvir Omerbegovic, President of Urban Sony Music Germany; Daniel Lieberberg, President Sony Music Entertainment Continental Europe & Africa
Courtesy of Sony Music

Patrick Mushatsi-Kareba, CEO Sony Music GSA; Elvir Omerbegovic, President of Urban Sony Music Germany; Daniel Lieberberg, President Sony Music Entertainment Continental Europe & Africa

Sony Music has inked a long-term distribution agreement with Elvir Omerbegovic and his two record labels, Selfmade and Division, the company announced in Berlin. For many years, Selfmade has been Europe's top-selling hip-hop label, with a total of 15 top 10 albums.

Sony Music will distribute the entire Selfmade and Division catalogs, including nine No. 1 albums, and will distribute future releases of the two labels. The labels’ artists include the 257ers, Karate Andi, RIN, Kynda Gray and Yugo.

This agreement will continue the work of Selfmade and Division and will achieve even more with bundled forces. Elvir

As managing partner of Selfmade, Omerbegovic will continue to lead that label’s business going forward, as well as take on a new role as president of urban music at Sony Music Germany.

"I look forward to working with Elvir, his team and his exciting artists,” said Patrick Mushatsi Kareba, CEO of Sony Music Germany, Switzerland & Austria (GSA). "The entire Sony Music family will be the sparring partner for his pioneering work to supplement another successful chapter."

Omerbegovic added: "I have known Patrick Mushatsi Kareba and Daniel Lieberberg [president, Continental Europe and Africa] for many years. They share our vision of progressive urban music. Sony Music is very ambitious and we look forward to a productive collaboration between our teams."

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