World Go Round Label Partners with Believe for Launch and Distribution

British-South African music executive Dan Roy Carter has launched World Go Round, a new global record label and artist collective. It has partnered with Believe for global digital distribution.

The roster:

• World Go Round’s first signings include Zimbabwean producer Verseless, who has previously collaborated with Burna Boy, Shingai and Shermanology; rising vocalist M.I.L.E.; Ugandan Afrobeats artist Dolv Gvng; and Dutch/Caribbean artist and producer Nvjee.

• The label’s first release, “Sorbet” by Verseless and Simba Tagz, drops on June 27, followed by M.I.L.E.’s “Sunday” on July 18.

• The label has partnered with British-Ghanaian photographer and creative director Chantal Azari to head up the visual identity across all releases.

• Further signings from Sub-Saharan Africa, the Netherlands and the UK will be announced throughout 2025.

• The core team operates across Southern Africa, the UK and the United States.

The founder:

• Founder Dan Roy Carter is the former UK/EU/MENA music lead at TikTok.

• In 2024 he launched consultancy Carter Projects, advising acts such as James Bay, Snow Patrol and Jax Jones across digital strategy, audience development and commercial growth.

What they said:

• Dan Roy Carter: “There’s a lot of attention on music from the African continent, but not enough infrastructure to support sustained global careers. Too often, the industry takes more than it gives back and boxes entire regions as ‘emerging markets.’ Africa isn’t emerging. It’s already here, and the world is listening. We see this same pattern play out in multiple territories, and I feel equipped to help address it with intention and action.”