The Power of PR: Advancing African Entertainment


The Power of PR: Advancing African Entertainment to the World, is a virtual forum scheduled to hold on Wednesday, May 25th, courtesy WaxPrint Media, one of Ghana’s leading Digital Marketing and PR agencies in partnership with Africa Communications Week, a global movement building bridges between communications professionals committed to Africa’s transformation.

The Power of PR forum will feature in-depth conversations with some of Africa’s top PR and media professionals including Baba Sadiq Abdulai Abu (Ghana), Sheila Afari (South Africa), and Richardine Bartee (US) who have led successful international campaigns for African entertainers. The speakers will also share insights and learnings on how African artists can take advantage of global media opportunities.

“Many African artists and entertainers simply do not understand how to harness the power of PR for the growth of their careers. In fact, they rarely have important elements such as a press kit, hire skilled publicists, or have a media strategy which are all critical in engaging media” says Muhammida El Muhajir, Director of Strategy at WaxPrint Media who has had an extensive career working on projects internationally with global acts such as Snoop Dogg, Pharrell Williams and Eminem.

This session will demonstrate the effective use of PR and communications as a tool and will be beneficial for artists, artist managers, record labels, and communications professionals who work in the creative and entertainment space.

The Power of PR Speakers:

Sheila Afari – PR & Media Entrepreneur

Sheila Afari is a dynamic entrepreneur with a passion for Africa and showcasing its brands and talent with her self named company, the Sheila Afari Group, servicing clients from territories such as New York, Los Angeles, London, Nigeria, Ghana, Kenya, Botswana, Mozambique, Cameroon, Zimbabwe and South Africa. Through her PR company, Sheila Afari Public Relations, she has worked to build the brands of some of Africa’s biggest personalities with Universal Music, Platoon, emPawa, and Vth Season and artists such as Adekunle Gold, Asa, Kwesi Arthur, Black Coffee, Major League DJz, and Zakes Bantwini.Sheila Sheila has won many awards including 2019’s Wiki Mzansi Top 5 South African Business Women In Media and named one of 50 Black African Women Entrepreneurs To Watch in 2018 by Entrepreneur Magazine.

Richardine Bartee – CEO Grungecake

Richardine Bartee is a New York City-based designer, writer, publicist and founder of GRUNGECAKE, a digital magazine for indie artists. Her innate tenacity has forged relationships with brands like New Balance, Google, and The Big Three major record labels: Sony BMG, Universal Music Group, and Warner Music Group. Richardine has worked with African artists such as Laycon, Oxlade, Sarkodie, D Black, Shatta Wale, and Davido. In February 2022, Richardine Bartee was awarded BEFFTA’s Woman of the Year Award to recognise her endless efforts to help musicians across the globe evolve.

Baba Sadiq Abdulai Abu – CEO, 3Music Networks + Founder, Wildaland Festival

Baba Sadiq Abdulai Abu is the CEO of 3 Media Networks, operators of music media brand 3Music, as well as the CEO of the annual 3Music Awards. Prior to this role, he was the Ghana Country Director of music streaming service Boomplay and previously head of programmes and an Executive Producer at MTG Africa’s Viasat1 Ghana and Trace Ghana. Sadiq also co-founded Muse Africa, a millennial targeted music, lifestyle & entertainment brand where he served as the founding CEO of the brand til 2018.


Muhammida El Muhajir – Director of Strategy, WaxPrint Media

Muhammida El Muhajir is a global brand/digital marketing and media consultant, entrepreneur and filmmaker. She has established a solid reputation and network in her field for her visionary strategies for innovative brands such as Nike, Diesel, Pepsico, Jaguar, and Land Rover. With previous roles at the renown William Morris Talent Agency and as the Music Marketing Manager at sports powerhouse, Nike, Inc.,

El Muhajir spearheaded pioneering campaigns and programs with industry heavyweights including Eminem, Outkast, Alicia Keys, and Pharrell Williams using entertainment as a platform to connect brands with influential consumers worldwide. Through the Accra based, WaxPrint Media, she leads PR and influencer strategy for brands connecting them with artists such as Joselyn Dumas, Salma Mumin, M.anifest, Amarae, Kwesi Arthur, King Promise, and La Meme Gang.

The Power of PR: Advancing African Entertainment to the World virtual forum will be held on Zoom during Africa Communications Week on 25th May at 4pm GMT.

The session is free! Click this link to register

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