VP is stepping up its development in Africa: in a statement, the label announced it has hired a "territory manager", Jay Jules, whose task will be to develop strategic partnerships to grow sales and increase the visibility of the famous label.
VP Records also intends to draw on the continent's dynamic scene. « I am eager to open up new horizons, explains Jay Jules, who is based in South Africa. I want not only to make reggae more accessible in Africa, but also to shine a light on the reggae scene and culture that already exist here ».
VP president Randy Chin also welcomes the hire and the prospects it opens up in this "emerging market": « Africa is full of reggae fans, and with technological developments and online exchanges, we are now able to meet that demand. We are delighted by this development and confident in our ability to reach reggae fans in Africa effectively. »