In November, 2018, the internationally recognised label also confirmed that Abuti Fill Up, Cassper Nyovest, had signed a partnership with them. Again, just to clarify, the partnership was a distribution deal and not a contract deal.

I would like to take this time to announce that my company, Family Tree Media has signed a partnership deal with Universal Africa. This deal was tailored 2 what I wanted. Lesson? Build it till it’s worth something&then you get to call the shots!!! New album Dec 1st #SweetAndShort pic.twitter.com/HRc85RU1ZK

— R.M Phoolo (@CassperNyovest) November 15, 2018

Two months later, Universal has announced the exciting news that afro-soul singer, Simphiwe Dana has official joined the Universal family as one of its artists.

Simphiwe admitted that the contract took a while to sign as it involved a long negotiation process that took months. She shared on Instagram: 

"In the past year there was so much I couldn’t talk about. Everything seemed to be taking forever and I had to trust the process. And write and write and write. To offset how heavy my spirit can get, my songs are testimony to this, I try and keep life light around me. I love to joke and laugh to keep that ever present depression away. I’m happy to say on my birthday that I have finally signed that contract which took me months and months to negotiate."

She also shared that she not only signed a record deal, but also an artist development partnership with the label. 

 "I also have some other surprises for you in store. But I’ll say, this contract does not only enable me to deliver a stellar album, but we also are doing a separate partnership where I will identify, develop and groom new artists plus those artists who never got a proper chance during the production of their work. So in a sense I’m about to become a big aunty to a few choice artists of my own choosing."