Ghanaian music executive, Paul Azumah-Ayitey, has been promoted to the role of Communications and Public Relations Manager for Africa at the continent’s leading music streaming and download platform, Boomplay.
The news was made public a few days ago and shared on social media by the Music Business Academy for Africa, where Paul Azumah-Ayitey is a 2021 and 2022 alumnus.
The music executive took over the position in July 2023 and the new role will see him helm the corporate communications, partnerships and media & stakeholder relations affairs of Boomplay on the continent.
Paul Azumah-Ayitey, also called “The Industry” within the showbiz circles because of his passion for the music industry, will work with the media across Africa and manage strategic partnerships and PR campaigns with relevant stakeholders within the African music ecosystem while consolidating existing gains made by Boomplay over the years – in line with the African streaming giant’s vision to empower and project African music, artists, and the African music ecosystem.
Speaking on his promotion, Azumah-Ayitey, who has been at Boomplay since 2021, said he welcomed the new role, adding that he is “looking forward to Boomplay further impacting the African music circuit to realise its potential while amplifying and sustaining the gains already made within Africa’s digital music landscape.”
Prior to his new position, Paul “The Industry” Azumah-Ayitey was in charge of public relations at Boomplay Ghana.
His experience within the music industry dates back to the 2000s as a young journalist where he mainly covered the Ghanaian arts and culture scene for newspapers and online news portals before pivoting to music PR, publicity, artist management and music business strategy and consulting.
He also has work experience in corporate communications, brand management and marketing within the financial, creative and tech industries propped by his engineering background.
Paul Azumah-Ayitey’s is particularly known for his valuable contributions, often choosing to be behind the scenes, which aided the phenomenal emergence of Contemporary Ghanaian Gospel Music to mainstream acclaim and influence in Ghana.
This feat got him the name, “Da Scribe” (via the late, Minister Danny Nettey), having worked with and consulted for the music ministries of the likes of Danny Nettey, Nii Okai, Kofi Dua Anto (KODA), Joyful Way Inc., and Cwesi Oteng.
At Boomplay Ghana, Paul Azumah-Ayitey managed partnerships and PR campaigns that increased the company’s brand awareness, visibility and corporate image.
These included Boomplay’s deals and partnerships with Universal Music, Billboard, Merlin, MTN Ghana, AirtelTigo and CAPASSO, among others.
He is also credited with helping to position Boomplay as a repository for music business and digital music economy education for music industry stakeholders.
Furthermore, he brokered a major partnership with Ghana’s leading media group, Media General, and curated the 2022 Showbiz Conference in Ghana which brought together stakeholders from the tech, media, music, telco and banking industries.
In July 2023, Azumah-Ayitey was key to Boomplay joining forces with global short-form video hosting service, TikTok, for cross-promotion of trending content on both platforms via mutual playlists and content discovery.
Founded in 2015, Boomplay currently boasts over 90 million monthly active users (MAUs), with a catalogue of more than 110 million songs from around the world. In Africa, the company boasts a presence across Nigeria, Kenya, Tanzania, Ghana and Cameroon, among other regions.