The structure of the deal is for it to be a joint venture between UMG and Sub Sahara. Universal Music have a large presence in the Southern Africa region, and this deal would help them expand their reach to East Africa. On Sub Sahara Records' end, this deal would be beneficial to them in terms of distribution of physical and digital copies of their music, getting international concert performances and media coverage as well.
For Camp Mulla, this record deal could mean a huge windfall for them. Universal Music are known for giving artists huge cash advances in the eight-figure range(above 10 million KES.), which allows them to forget about money issues and focus on making music.