Former Motown Records General Manager Marc Byers has inked a worldwide joint venture deal with Warner Records for his new Protect the Culture label.

Byers will also serve as an A&R consultant to Warner Records, focusing on the African music scene and working with President of A&R Steve Carless and EVP/Head of A&R Karen Kwak.

The first release from Protect the Culture is Lord Afrixana’s “No Dey Tire.” A full-length from the Ghanaian-born, Worcester, Massachusetts-based singer-songwriter will be released later this year. He's written songs with Beyoncé for the soundtrack to The Lion King: The Gift, collaborated with Pharrell Williams, Bebe Rexha, Tiwa Savage and others and co-wrote “Showing Off Her Body” by DaBaby & Davido.

"Marc has already proven to be an invaluable A&R resource with the signings of breakout Nigerian artist Pheelz and Afro-fusion rising star Lord Afrixana,” Carless and Kwak said in a joint statement. “We're confident it's just the beginning of what’s to come from Marc and Protect the Culture. Aaron [Bay-Schuck], Tom [Corson] and the team are excited to be championing such inspiring young talent from the electrifying African and world-music scenes via passionate entrepreneurs, and we're looking forward to all we can accomplish together."

Over his 25-year career, Byers has worked with Michael Jackson, Justin Timberlake, Usher, Eve and many others. Prior to overseeing Motown’s day-to-day operations, he helped create Philly360.com, produced the 2012 feature film Black November and was an A&R director at Atlantic Records.