[LOS ANGELES, CA] – On July 15, Cinq Music Group, a GoDigital Music company, has announced a partnership with C.R.E.A.M (Creative, Reality, Entertainment, Arts, and Music), the talent discovery and artist development platform founded by Afrobeats pioneer D’Banj, in a move designed to accelerate global reach of emerging African artists.
C.R.E.A.M has built a powerful ecosystem that connects artists directly with audiences through talent discovery, content monetization, fan engagement, and career development opportunities. With more than seven million subscribers across Nigeria, the platform leverages technology, community participation, and grassroots discovery to identify and nurture the next generation of creative talent.
The collaboration also includes the addition of D’Banj’s celebrated catalog to the Cinq Music ecosystem, further deepening the company’s investment in Africa’s rapidly expanding music market. While the catalog acquisition marks an important milestone, the partnership’s primary focus is building a scalable pipeline for the next generation of African talent to the global stage.
D’Banj, Founder and CEO of the C.R.E.A.M Platform said, “C.R.E.A.M was founded to create opportunities for talented young people and connect African creatives to the audiences, resources, and platforms they need to succeed.” He added “Through this partnership with Cinq music group, we are expanding that vision by creating a direct pathway for emerging artists to access global development, distribution, and career opportunities. Together, we are building a stronger future for African talent and ensuring the next generation can compete and thrive on the world stage from their home country in Africa.”
At the core of the partnership is C.R.E.A.M’s flagship talent competition, Best of The Streets (B.O.T.S.), which returns this October to identify emerging creatives from across Africa. Through a combination of fan voting, mentorship, live showcases, and artist development programming, participants gain access to real industry opportunities and career-building resources. Cinq Music will sign and develop 10 standout artists selected through the program, providing them with global distribution, marketing support, funding opportunities, and long-term career development designed to help them reach audiences worldwide.
“African music has moved beyond having a ‘moment’ on the global stage. It is fundamentally shifting the sound and energy of the entire industry, influencing genres from Latin to Country,” said Fotemah Mba, Head of A&R and African Expansion. “What D’Banj has built with C.R.E.A.M is unlike anything else. It’s a massive, grassroots engine that connects directly with the heart of independent talent. At Cinq, our mission has always been to empower creators with data-driven infrastructure and true partnership. By plugging C.R.E.A.M’s Best In The Streets pipeline into our global distribution and marketing ecosystem, we aren’t just signing great new artists, we are building a permanent, scalable highway for the next wave of African superstars to reach audiences worldwide.”
Beyond the artists selected to sign with Cinq, the broader C.R.E.A.M community will also gain access to enhanced distribution opportunities through Octiive, another GoDigital Music company. Octiive will provide distribution and monetization services to creators across the platform, helping independent artists reach new audiences while maintaining access to the tools and resources needed to grow their careers.
The partnership is supported and managed by Immensum Music, reflecting the continued global momentum of Africa’s music industry and the increasing demand for infrastructure that empowers independent creators. Adia Dightman, COO of Immensum Music said, “Cinq has always embraced the international music community, and their partnership with C.R.E.A.M shows their willingness to back infrastructure builders who are changing the playing field of the African music industry.”