Sarz is paving the way for the next generation of hitmakers
The mastermind behind some of Afrobeats’ biggest hits is committed to finding the next wave of talented producers and artists in Africa
For years, Afrobeats in the U.S. was relegated to “if you know, you know” status with big names in Nigeria such as P-Square, D’banj, and 2Baba struggling to break into the mainstream. In the late 2010s, the genre started to gain momentum stateside with superstars including Wizkid, Burna Boy and Davido solidifying themselves with massive crossover hits. Award-winning producer and artist Sarz is the architect of many of those hits such as “One Dance,” “Monalisa,” and his latest “Happiness.” The Benin City native has been instrumental in expanding the genre’s popularity worldwide.
Now, with Afrobeats firmly established in the pop culture zeitgeist, American record labels have taken notice. Universal Music Group recently acquired Mavin Records, one of the biggest record labels in Nigeria, with a roster including Ayra Starr and Rema. UnitedMasters is also heavily invested in finding and developing talent in the region. In 2023, they partnered with Sarz’s 1789 imprint to empower African artists and expand their reach abroad. The partnership serves as a bridge connecting emerging artists with their global aspirations including marketing support, playlist pitching and more.
“We are extremely excited to be partnering with Sarz and 1789,” Steve Stoute, CEO & Founder of UnitedMasters, told Billboard. “Sarz, a true hitmaker, has a remarkable ear for talent and has demonstrated a strong commitment to the artist development process. Our common goal of empowering African artists via education and resources would enable them to realize their full potential.”
More than established in his own right, Sarz takes pride in providing mentorship and fostering talent in the next generation of African producers and artists. He founded Sarz Academy in 2015 to further this mission and has helped turn emerging talents into well-known names in the Afropop scene. Pupils such as Tempoe, Dunnie and Ppriime have risen through the ranks to become stars.
In addition to his academy, Sarz is hard at work on his next album, slated for release later this year. Known as a perfectionist, the super producer is meticulous about his creative vision for his music. This attention to detail has paid dividends. His global anthem “Monalisa” featuring Lojay and Chris Brown has amassed about 140 million streams on Spotify. The music video for his newest hit “Happiness” featuring Asake and Gunna, has over 8 million views on YouTube. Sarz is a true master of collaboration, bringing the very best out of the artists he works with, even if others may not necessarily get it at first. For example, “Happiness,” a breezy, cheerful tune featuring a laid back, smooth-talking rapper from Atlanta and a rebellious, fireball of energy from Lagos, may not make sense to some on paper, but Sarz turned it into a hit. In an interview with Cool FM, when asked how he selects artists to work with he said "I really go by feeling, if I hear someone and it sounds special to me."