Established in 2000 by Senegalese entrepreneur Birane Sarr, the organization has become recognized within the music industry as a significant force for the advocacy, guidance and development of international performing artists with exceptional talent and ability and the potential for broad popular appeal.
Initially, NAP promoted concerts by African stars touring in the U.S., such as Baaba Maal (Senegal), Ramatou Diakite (Mali), Kanda Bongo Man (Congo), among others. However, it soon became apparent that many of the great African artists had already emigrated to America and were in need of 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.
NAP stepped in to create opportunities for introducing established and emerging U.S.-based artists, helping them build their careers while expanding the audience for authentic African music of all nations and genres. Along with a long list of live events, Mr. Sarr took on recording production as well.
In 2006, Sarr produced “Feuk Dieuf”, the first international CD by Senegalese singer Fallou Dieng. That album was critically acclaimed in both the U.S. and Africa and earned him the coveted Djembe D’Or award in 2007. A hit song from that same CD, “Le Diengou de Fallou”, was nominated for a Kora Award in 2008, under the Best Artist category in the heavily competitive West Africa region.
Following that success, Fallou’s first truly comprehensive anthology CD, “African Classics”, was released in 2008 by the broadly-distributed South African label Sheer Sound, by arrangement with New African Production.
New African Production is currently working with the following artists: Abdoulaye Diabate (Mali); Alioune Guissé (Senegal); Balla Tounkara (Mali); Brilho de Luz Band (Brazil); Charanga Soleil (Caribbean/Africa/USA); Charmanto Nkole (Congo); Cheikh Tairou M'Baye (Senegal/USA); Fallou Dieng (Senegal); Group Caribe (Latin America/USA); King Ibu (Senegal); Lucky Diop (Senegal); Mai Lingani (Burkina Faso); Meta & the Cornerstones (Senegal/USA): Mor Dior Bamba (Senegal); Ramatou Diakate (Mali); Soukous Stars (Congo/USA); Velly Bahia & the Kazwa Band (Brazil/USA); Waflash (Senegal).
By bringing a consistently high quality of professionalism to every undertaking, New African Production has set a new standard for the presentation of World Music, and for the entertainment industry in general.