In a bold revelation that’s shaking the global music industry, Tanzanian superstar Diamond Platnumz has disclosed that he rejected a USD250,000 deal from Jay Z’s Roc Nation, choosing instead to ink a $5 million (TSh13.5 billion) full-service partnership with Warner Music Group — a decision that marks a new chapter in Africa’s music revolution.
“Nilimaliza mkataba na Universal kwa dola milioni moja. Roc Nation wakanioffer dola 250,000 sawa na TSh675 milioni, nikakataa. Warner walinipa milioni tano – nikasign nao. Hadi sasa, bado nafanya kazi nao,” Diamond shared.
With that one statement, the Wasafi CEO not only defended Tanzanian artists against claims of marginalization by international labels — he reclaimed power for African talent in an industry long dominated by the West.
On May 18, 2021, Warner Music Group formally announced a 360-degree strategic partnership with Diamond and his WCB Wasafi label.
The deal — a first of its kind at that level for an East African artist — includes recording, publishing, touring, merchandising, and synchronization rights, all supported by Warner Music South Africa and regional distributor Ziiki Media.
This wasn’t just a contract. It was a declaration.
A New Era for African Stars
Roc Nation’s offer may have come from one of hip-hop’s biggest moguls, but it simply wasn’t enough. The $250,000 proposal paled in comparison to Warner’s multi-million dollar investment — a clear signal that Africa’s top artists now know their value, and they’re no longer afraid to demand their worth.
Alfonso Perez-Soto, then-President of Emerging Markets at Warner, described the deal as a “new model” for engaging African talent. And Diamond agrees.
“They believed in me, invested in me, and my entire Wasafi family,” he explained. “It wasn’t just about money — it was about vision.”
Before this, Diamond had signed a $1 million distribution deal with Universal Music in 2017, which helped propel his third studio album, “A Boy from Tandale,” across Africa and beyond.
But this latest deal? It’s bigger. It’s personal. And it’s transformational.
Understanding the 360 Deal
A 360-degree partnership means a label doesn’t just support an artist’s music — it becomes a stakeholder in their entire brand.
From concerts to merch, publishing to digital rights, the label earns from all fronts, in exchange for more extensive support and significantly larger upfront payments.
For Diamond, that meant more than a payday, it meant a platform to expand his WCB Wasafi empire, take his music global, and elevate African sound to the world stage.
Africa Is Not for Sale — It’s in Charge Says Diamond
By March 2020, Diamond had become the first Africa-based artist to surpass 900 million views on YouTube, and he remains the most subscribed sub-Saharan African artist on the platform.
These numbers tell a story: African stars aren’t waiting to be discovered — they’re already dominating.
His choice to walk away from Roc Nation isn’t a rejection of opportunity. It’s an assertion of independence. A message to major labels: Africa is here. And it won’t settle.
A Power Move for the Culture and Diamond
With Warner’s backing, Diamond has strengthened Wasafi’s global footprint, giving his artists access to a worldwide stage.
For rising African acts, his move is a beacon — proof that you don’t need to sell short to shine bright.
As international giants jostle for position in Africa’s booming music scene, they’ll need to bring more than money — they must believe in the vision, honor the artistry, and invest in the long game.
Diamond’s decision wasn’t just a business move. It was a cultural milestone — one that will be remembered as the moment an African icon chose legacy over quick gain, and in doing so, redefined what it means to be a global star from the continent.
