Meet the Artist Managers Behind Afrobeats $2B Global Takeover (2023–2025)
Nigeria’s music industry has grown into a $2 billion powerhouse, and Afrobeats is at the center of that success. The genre’s global domination—from Grammy wins to streaming milestones and sold-out stadiums—hasn’t happened by chance. Behind the spotlight are artist managers who negotiate contracts, build international partnerships, and create strategies that transform local stars into global icons. Streaming platforms have played a huge role: Spotify reported that Nigerian artists earned 25% more in royalties in 2023 than the year before, with Afrobeats among the top streamed genres worldwide. But while fans see the stars, the real architects of this growth are the managers who understand both the music and the business. Here are the key figures shaping Afrobeats between 2023 and 2025: Asa Asika (Davido) Co-founder of The Plug, Asa Asika has been instrumental in Davido’s career for over a decade. Under his guidance, Davido dropped Timeless in 2023, an album that shattered streaming records, earning over 1 billion plays across platforms. Asika has expanded Davido’s reach into the Middle East and Asia, while also negotiating brand deals with Puma and Martell, proving his sharp business instincts. Bose Ogulu “Mama Burna” (Burna Boy) Bose Ogulu has redefined what it means to be a music manager in Africa. As Burna Boy’s mother and manager, she’s overseen his journey from Port Harcourt to global superstardom. With albums like Love, Damini, she secured Grammy wins, sold-out tours at London Stadium and Madison Square Garden, and festival headliner slots at Coachella and Glastonbury. She’s also built Spaceship Collective, giving Burna more creative independence. Sean Okeke (Rema) Sean Okeke of Mavin Global is the strategist behind Rema’s rise. In 2023, Calm Down (Remix) with Selena Gomez became the first Afrobeats song to hit the U.S. Billboard Hot 100 Top 5, racking up more than 1.6 billion streams on Spotify alone. Okeke has positioned Rema as a Gen-Z superstar, bridging Afrobeats, trap, and pop, while locking in collaborations with American and Indian markets. Muyiwa Awoniyi & Wale Davies (Tems) Tems’ managers have orchestrated one of the most carefully curated careers in Afrobeats. From her Grammy win for Wait for U with Future and Drake to Oscar nominations for Lift Me Up with Rihanna, Tems has become a global force. Awoniyi and Davies are ensuring she isn’t overexposed, choosing high-value collaborations and global stages like Coachella and Afropunk. Jada Pollock & Sunday Are (Wizkid) Wizkid’s career longevity is thanks to Jada Pollock and veteran manager Sunday Are. Jada, who also co-parents with Wizkid, brings an international marketing edge, securing deals with Nike, Cîroc, and Puma, while Sunday Are handles logistics for Wizkid’s expansive tours. Together, they helped Made in Lagos become a global phenomenon, with “Essence” becoming the first Nigerian song to chart on the Billboard Hot 100. Alexander Okeke (Fireboy DML) Alexander Okeke has helped Fireboy transition from a YBNL breakout star to an international Afrobeats sensation. Peru, Fireboy’s collaboration with Ed Sheeran, became a global smash in 2022 and maintained heavy rotations through 2023. Okeke continues to expand Fireboy’s global touring presence, ensuring he isn’t overshadowed in Olamide’s YBNL empire. Elizabeth Sobowale (Adekunle Gold) Elizabeth Sobowale has positioned Adekunle Gold as a crossover artist. By blending Afropop with funk, R&B, and global pop sounds, Adekunle has gained traction in Europe and the U.S. Sobowale masterminded his rebrand into “AG Baby”, which boosted his international collaborations with the likes of Ty Dolla $ign and Khalid. Vanessa Amadi (Tiwa Savage) Vanessa Amadi-Ogbonna is a powerhouse in PR and management. She’s managed Tiwa Savage’s international image, landing her a feature on Beyoncé’s The Lion King: The Gift, a performance at King Charles’ coronation, and global brand endorsements. Under her guidance, Tiwa has become the undisputed Queen of Afrobeats. Taiye Aliyu (Yemi Alade) Founder of Effyzzie Music, Taiye Aliyu has successfully marketed Yemi Alade beyond Nigeria, focusing on Francophone Africa, Europe, and even Latin America. With her hit Johnny and subsequent world tours, Yemi has become one of the most-traveled Nigerian artists, performing in over 80 countries. Alexa Rae Perkins (Asake) Asake’s meteoric rise has been guided by Alexa Rae Perkins, who works alongside Olamide’s YBNL management. From Mr. Money With The Vibe to his O2 Arena sellout in London, Asake’s street-to-stadium success has been carefully choreographed, with Perkins ensuring he penetrates Western markets without losing his Lagos street authenticity. The Bigger Picture These managers are not just handling artists; they’re building a global industry. They negotiate licensing, manage billion-streaming catalogues, and bridge collaborations with Western stars, ensuring Afrobeats isn’t a passing trend but a permanent fixture on the global stage. As Afrobeats cements itself as Africa’s biggest cultural export, the managers pulling the strings behind the scenes will continue to shape the sound, business, and image of Nigeria’s biggest stars—proving that true power in music often lies offstage.
