# Solana Joins Sony’s Since ’93 Records as Label Expands African Talent Nigerian artist Solana signs with Sony-backed label to promote her unique YoruPop sound. - **Source:** [Billboard](https://www.billboard.com) - **Published:** 2026-11-11 - **Topic:** [entertainment](https://brifing.si/c/entertainment) - **Original article:** - **On Brifing:** https://brifing.si/s/c2fb0023-cf92-44dd-834e-a4a74089863d ## New Signing Strategy Lagos-born singer Solana has officially signed with the U.K.-based label Since ’93, a division of Sony Music. This partnership marks a significant expansion of the label’s commitment to African talent. Solana joins a roster that already features prominent artists like Tems and Tyla, reinforcing the label's focus on globalizing regional sounds. ## Defining YoruPop Genre Solana is currently developing a distinct musical identity she calls YoruPop. This genre blends the Yoruba language and traditional Fuji music with modern synth-pop, R&B, and electronic production elements. By integrating these diverse influences, she aims to bring a unique sonic universe to international audiences through her upcoming debut EP release. ## Breakthrough and Recognition The 23-year-old artist gained significant traction earlier this year with her breakthrough single Okunkun, which translates to darkness in Yoruba. Her rising profile has earned her co-signs from established stars like SZA, Tyla, Doechii, and Little Simz. Additionally, she was recently appointed as a Spotify EQUAL Africa Ambassador, highlighting her growing industry influence. ## Label Leadership Vision Riki Bleau, co-president of Since ’93, officially welcomed Solana as the Queen of YoruPop. Bleau leads the label alongside co-president Glen Aitkins, focusing on empowering creatives. Recognized on Billboard’s 2026 Global Power Players List, Bleau emphasizes the label's role as a successful black-led entity dedicated to supporting the next generation of global talent. ## Historical Label Evolution Since ’93 originated as Avant Garde Music in 2012, initially focusing on artist management and music publishing. The firm relaunched as a Sony Music label in 2018, quickly achieving success with artists like Aitch and Fredo. This transition solidified the company's position as a major player in the contemporary U.K. music industry landscape. ## Current Roster Dynamics The label currently manages a diverse group of artists, including Cat Burns, who recently released her second LP, and songwriter Nectar Woode. The roster also features Nigerian singer and rapper Shallipopi. These signings demonstrate the label's ongoing strategy of balancing established U.K. performers with emerging international artists to maintain market relevance. ## Upcoming Debut Release Solana’s signing coincides with the release of her debut EP, Girl From The West, scheduled for Friday, November 13. This project serves as a critical milestone in her career, allowing her to showcase the YoruPop sound to a wider audience. The release is expected to leverage the label's distribution and marketing resources. ## Strategic Industry Impact The partnership highlights the increasing importance of African artists in the global music market. By providing a platform for regional genres like YoruPop, Since ’93 continues to bridge the gap between local cultural expressions and international commercial success. This move reflects broader industry trends toward diversifying talent rosters to capture global listeners. ## Sources covering this story - https://www.billboard.com/pro/solana-sony-since-93-records-signing-yorupop/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._