Sony Invest $10m in African Entertainment Startups

Sony Group has introduced its latest endeavor, the Sony Innovation Fund: Africa, with a significant $10 million investment from Sony Ventures Corporation (SVC). This initiative is aimed at nurturing the growth of entertainment businesses throughout the African continent, with a particular focus on gaming, music, film, and content distribution.

Sony Ventures Corporation, renowned for its diverse global investments, has set its sights on Africa. This move is significant as it comes at a pivotal moment for the African tech landscape, with the entertainment sector gaining increasing recognition from investors.

Gen Tsuchikawa, CEO of Sony Ventures, expressed the company’s mission to infuse the world with sentiment through creativity and technology. Recognizing the potential within Africa’s vibrant community of creators and entrepreneurs eager to revolutionize entertainment experiences, Sony established the fund.

“The entertainment field has always been a focal point for the Sony Innovation Fund and will remain so. Africa, in particular, boasts a dynamic community of creators and entrepreneurs striving to innovate entertainment experiences, which motivated Sony to create SIF: AF,” he commented.

Last year, SVC completed the initial closing of Sony Innovation Fund 3, raising $215 million to support emerging technology companies at all stages. The subsidiary oversees Sony’s venture investment activities through SIF3, Sony Innovation Fund (SIF), Sony Innovation Growth Fund (a collaboration with Daiwa Capital Holdings), and Sony Innovation Fund: Environment.

In recent years, major global record companies have ventured into the African music industry, and Nollywood has partnered with counterparts worldwide. This surge in activity is due to the growing demand for African music and content.

Sony Group’s investment represents a pivotal moment for Africa’s emerging entertainment tech sector.

Here are five potential benefits it can bring to the industry:

• Increased Funding Opportunities: African creative industries, including art, fashion, film, crafts, and architecture, have substantial growth potential. According to UNESCO, the film and audio-visual industries alone could generate annual revenue of up to $20 billion. With only a fraction of venture capital investments allocated to the African entertainment industry, Sony’s investment could offer much-needed capital for Nigerian companies and entrepreneurs, enabling them to produce high-quality content and innovative projects.
• Enhanced Content Production: The injection of funds will empower Nigerian artists, musicians, and filmmakers to create higher-quality content. This additional capital can lead to the production of higher-budget movies, improved music production, and the creation of internationally competitive content.
• More Global Exposure: Sony’s global influence can facilitate collaborations between the Nigerian entertainment industry and the global market. This may lead to international distribution deals, global exposure, and increased recognition for local talent on the international stage.
• Technological Advancements: Nigeria’s media and entertainment industry has seen significant growth, but it lags in technological sophistication compared to global standards. Sony’s investment can provide access to state-of-the-art technology and resources, improving production quality and efficiency for Nigerian artists and production companies.
• Improved Distribution and Access: Fresh funds could lead to better distribution and access to a broader audience through collaborations with Sony, making Nigerian music and films more accessible to global viewers.

With a $10 million investment and extensive support, African startups in gaming, music, film, and content distribution are poised to thrive and reshape the entertainment landscape, gaining global attention.

This Africa-focused fund will provide much-needed financial support to entertainment tech startups on the continent. In 2022, these startups received only $42 million, a mere 0.9% of Africa’s total venture capital investments, despite the significant potential in gaming, music, movies, and content distribution.

For instance, the Sub-Saharan African gaming market is projected to exceed $1 billion by 2024. Video-on-demand subscriptions are expected to reach 13.7 million in 2027, with revenues tripling from $623 million in 2021 to $2 billion in 2027. The music industry is also flourishing, with genres like Afrobeats gaining global recognition.

The Sony Innovation Fund: Africa is not limited to financial support; it will also provide technology, collaborate with creators, offer intellectual property and content support, and assist with marketing to contribute to the growth of the entertainment business in Africa.

The fund will focus on supporting seed and early-stage entertainment startups, with investments ranging from $250,000 to $1 million. While specific startups have not been disclosed, Sony Innovation Fund: Africa initially targets South Africa, Kenya, Nigeria, and Ghana, with potential for expansion.

October 13, 2023