Popularly known as THE INDUSTRY, on the basis of his love for the industry and willingness to work towards its growth and success, he is set to work with the media across Africa, managing strategic partnerships and PR campaigns with relevant stakeholders within the African music ecosystem while consolidating existing gains made by Boomplay over the years in correspondence with the company's vision of empowering and projecting African music, artistes, and the music ecosystem.
Having spent over two years with the Streaming Giant, manning its public relations efforts for Ghana with vast experience within the music industry as a young journalist spanning two decades with a focus on the Ghanaian arts and culture scene, he revealed that he was very welcoming of the new role, with hopes of further impacting the African music circuit with Boomplay to realise its potential while amplifying and sustaining the gains already made within Africa’s digital music landscape.
Known for his valuable contributions to the industry, including the phenomenal emergence of Contemporary Ghanaian Gospel Music to mainstream acclaim and influence in Ghana earning him the name, Da Scribe, Paul has always chosen to be behind the scenes ensuring that the necessary moves are made and systems set in place.Post-Journalism and music PR, publicity, artist management and music business strategy, consulting and working with the likes of the late Danny Nettey, Nii Okai, Kofi Dua Anto (KODA), Joyful Way Inc., and Cwesi Oteng, he managed PR campaigns, media relations and key music partnerships that increased Boomplay's brand awareness, visibility and corporate image. These included Boomplay’s deals and partnerships with Universal Music, Billboard, Merlin, MTN Ghana, AirtelTigo and CAPASSO, among others.He is also credited with helping to position Boomplay as a repository for music business and digital music economy education for music industry stakeholders. Furthermore, he brokered a major partnership with Ghana’s leading media group, Media General, and curated the 2022 Showbiz Conference in Ghana which brought together stakeholders from the tech, media, music, telco and banking industries.
In July 2023, Azumah-Ayitey was key to Boomplay joining forces with global short-form video hosting service, TikTok, for cross-promotion of trending content on both platforms via mutual playlists and content discovery.
Founded in 2015, Boomplay currently boasts over 90 million monthly active users (MAUs), with a catalogue of more than 110 million songs from around the world. In Africa, the company boasts presence across Nigeria, Kenya, Tanzania, Ghana and Cameroon, among other regions.
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