Believe partners with Darkoo and Tion Wayne on new single 'Shayo'
Hotly anticipated single ‘Shayo’ released
Believe UK to handle global strategy, marketing and distribution for the single
The UK office of Believe, one of the world’s leading digital music companies, has entered into a new partnership with breakout Afroswing artist Darkoo and UK rap titan Tion Wayne for new single 'Shayo'.
Believe will head up a full artist services campaign, covering global digital and physical distribution, plus digital marketing, DSP pitching and partnerships, and more. This includes support from Believe’s audience development team, spanning over 50 countries.
Teased on both artists’ social media over recent months, the release of ‘Shayo’ reunites Darkoo and Tion Wayne for their third collaboration to date. The pair notably teamed up when Darkoo featured on the hit remix of Tion Wayne and Russ Millions’ 2021 single ‘Body’, which helped drive the original track to success as the first ever UK drill single to reach number one in the Official Charts.
Lagos-born and London-raised Darkoo first rose to attention in 2020 with her track, ‘Gangsta’, which broke into the UK Top 40 and was named Afrobeats track of the year by the Official Charts Company. To date she has received three MOBO nominations and was nominated for Female Artist of the Year at the 2022 GRM Rated Awards.
The campaign will be managed by Believe’s Artist Services division, under the leadership of UK Director of Artist Services, Malena Wolfer and UK Head of Marketing, Jak Ryan. The team’s previous successes include their campaign with Knucks on his MOBO-winning 2022 album Alpha Place. Recent projects include rapper Blanco’s album ReBourne, released earlier this month, which debuted in the top five of Spotify’s UK album chart, with single ‘Brilliant Mind’ also trending on TikTok.
The partnership with Darkoo and Tion Wayne further strengthens Believe’s ties within the UK rap scene, while also extending its reach into the booming international market for Afrobeats and other African genres.
Malena Wolfer, Director of Artist Services, Believe UK commented: “I'm delighted that Darkoo and Tion Wayne have chosen to partner with Believe. They're both amazing artists in their own right, and I'm incredibly excited to see them join forces on a single that's destined to transcend borders. Empowering hugely successful artists like Darkoo and Tion Wayne to release their music independently and on their own terms is a key mission for us. Believe's global scale is a perfect fit for a truly global collaboration like this, and our entire team is excited to support Darkoo and Tion’s vision."
Bridie Asare, A&R Manager, Believe UK added: “I am really excited to have signed this collaboration between Darkoo and Tion Wayne. The music is amazing and given that Afrobeats is one of the fastest growing genres in the world, it's a great opportunity for us to work on a Rap/Afro release with such global scope.
About Believe UK
Believe UK is part of Believe, one of the world’s leading digital music companies. Believe’s mission is to develop independent artists and labels in the digital world by providing them the services they need to grow their audience at each stage of their career and development. Believe’s passionate team of digital music experts around the world leverages the Group’s global technology platform to empower artists and labels, distribute and promote their music.
Globally, Believe has 1,720 employees in more than 50 countries, including 45 staff in the UK. They aim to support independent artists and labels with a unique digital expertise, respect, fairness and transparency. Believe offers its various solutions through a portfolio of brands including Believe, TuneCore, Nuclear Blast, Naïve, Groove Attack, AllPoints, Ishtar and Byond. Believe is listed on compartment A of the regulated market of Euronext Paris (Ticker: BLV, ISIN: FR0014003FE9).