Tanzanian pop star Diamond Platinumz is now the first East African artist to sign a recording deal with the global music label Universal Music Group (UMG).
The deal comes at a time when the Tanzanian singer just released a new video of his latest single “Marry You,” which he collaborated on with American R&B singer Ne-Yo.
The video, which was shot in Los Angeles and Johannesburg, hit the airwaves Thursday.
“We’re very excited about signing Diamond. He’s a star, he is talented and full of energy, and creatively he’s on par with many international artists I’ve worked with,” UMG Managing Director in South and sub-Saharan Africa Sipho Dlamini said to the Citizen.
“He’s focused and determined to succeed. He’s passionate about his country – his people – his language and his culture, and I love that.”
Dream Come True
The song “Marry You” was conceived when the two artists met at the 2015 MTV Africa Music Awards in Durban, South Africa, and is the first project that Diamond will release under the UMG umbrella.
Diamond, whose real name is Naseeb Abdul Juma, says he chose to collaborate with Ne-Yo because he fits his style of music and has been his favorite artist since childhood.
“Most of my style is inspired by him so it’s a dream come true for a kid who grew up in a slum area in Tanzania,” Diamond said.
“Marry Me,” which is a love song, was recorded in Nairobi, Kenya, in 2015, when Ne-Yo toured the country for music reality TV show “Coke Studio Africa” Season 3.
Diamond, who is known for his lyrical prowess, now joins the small league of top African artists who have signed recording deals with UMG, one of world’s leading music companies.
Some of his top hits include “Kidogo,” “Nataka Kulewa,” “Kamwambie,” and many more.
Watch “Kidogo,” feat. P’Square, here:
The 27-year-old Father of one has won numerous awards, including MTV Africa Awards, MTV Europe Awards, Channel O Music Awards, and Tanzania Music Awards.