Shure has appointed Hub Media as its authorised distributor for African markets, in a move aimed at strengthening access to professional audio solutions across the continent.
The appointment comes at a time when African markets are continuing to invest in stronger learning and communication environments. UNESCO projects that the number of young Africans completing secondary or tertiary education will rise from 103 million in 2020 to 240 million by 2040, pointing to growing demand for more connected and effective learning spaces across the continent. Through Hub Media’s regional presence and distribution capabilities, Shure’s portfolio will be made more readily available across African markets, helping customers benefit from improved access to products, technical support, and training.
Olga Elena, Sales Leader at Hub Media, said, “This partnership brings together Shure’s global audio expertise and Hub Media’s regional market presence. Our focus will be on making Shure’s portfolio more accessible across Africa, while supporting partners and end users with the service, training, and technical guidance needed in the field.”
The partnership is expected to support customers across sectors including corporate, education, government, broadcast, houses of worship, live events, and musical instrument retail channels, where the need for reliable audio performance and informed local support continues to grow.
It also comes amid continued momentum across key regional markets. PwC’s Africa Entertainment and Media Outlook 2025–2029 projects compound annual growth rates of 7.2% for Nigeria and 5.2% for Kenya through 2029, reflecting sustained growth across media and content environments in West and East Africa. Beyond distribution, the collaboration will include solution design support, system configuration, technical consultation, partner training, and after-sales support, helping ensure customers can deploy Shure solutions with greater confidence and relevance to local market needs.
Yassine Mannai, Associate Sales Director at Shure MEA, added: “As demand continues to evolve across Africa, it is increasingly important for customers to have both access to the right technology and the support needed to deploy it effectively. Our partnership with Hub Media reflects that focus, allowing us to strengthen availability, technical engagement, and customer support across key markets.”
The move signals Shure’s wider MEA focus on strengthening its channel network and building for long-term growth across key markets.
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