African & Global Music Production

Established in 2000 by Senegalese/American entrepreneur Birane Sarr, our organization has become recognized as a significant force for the advocacy, guidance, and development of international performing artists who possess exceptional talent and ability as well as the potential for broad popular appeal. Since 2000, our artist management, music production, and concert promotion agency has become recognized as a significant force for the advocacy, guidance, and development of international performing artists who possess exceptional talent and ability, as well as the potential for broad popular appeal. By bringing a consistently high quality of professionalism to every undertaking, New

African Production continues to raise the bar for the presentation of African and world music, and for the entertainment industry in general. We invite you to get acquainted with our growing roster of exceptional artists and our calendar of live events around the world!

New African Production’s (NAP) purpose is to support the growth and progress of the

World Music community in the U.S. Our primary activities are:

1. Producing recreational, artistic, entertainment, and social events

2. Marketing African music, art, clothing, and other merchandise

Initially, NAP promoted concerts by legendary African stars touring in the U.S., such as

Baaba Maal (Senegal), Ramatou Diakité (Mali), Awilo Longomba and Kanda Bongo

Man (Congo), among others. However, it soon became apparent that many of the great

African artists had already emigrated to the U.S. and required professional

representation in their new home. It was also clear that the sizable African communities

throughout the major cities of the U.S. were an important market that existed completely

outside the mainstream music industry.

Creating new opportunities, cultivating new fans

We stepped in to create opportunities for introducing established and emerging U.S.-

based international artists, helping them to build their careers by giving them a platform

to showcase their skills while expanding the audience for authentic music of all nations

and genres.

Expanding our focus