Cinq Music also provides rights management to brand management services. In 2017 the music platform raised $20 million through an investment from its parent company GoDigital Media Group. Last year, the record label signed a deal with Janet Jackson, in addition to raising an additional $40m from GoDigital.

Cinq Music also inked its first artist on the continent, Zimbabwean Afrobeats musician King98, who recently released his debut single ‘Kachiri’ featuring Tanzainia's Diamond Platnumz.

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“Cinq is excited and proud to bring on a young artist like King98, who teamed up with Diamond, one of biggest influencers and YouTube streamers in Africa and the fast emerging Afrobeats genre,” Cinq's head of A&R for US urban and R&B, Fotemah Mba, said. “Signing King98 to a distribution deal is part of Cinq’s continued focus on international expansion, showcasing music and culture from around the world.”

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Cinq Music manager Hadja Kobele said: “It was Tanzania meets Zimbabwe. It’s a celebratory song about dance and partying, shot in Tanzanian and featuring some killer choreography. Afrobeats continues its upward move as an emerging trend in music.”

The accompanying music video for ‘Kachiri’ features a heavy dose of choreography and has garnered more than 2 million views on YouTube since its release on 16 July. The song is named after Tanzania’s famous dance kachiri, which is regularly performed by local women. The video for the song was shot in February and directed by Kenny.

King98 told Music In Africa that he featured Diamond Platnumz in an effort to gain international exposure and tap into the East African market. He has also collaborated with a number of artists such as South Africa's Nasty C and Nigerians Zlatan, Davido and Burna Boy.