Nigerian singer Asake has made a calculated change by joining a new management team connected to American R&B musician Omarion’s Create platform, following a stratospheric rise in the Afrobeats scene that put his original management structure to the test.
The musician, who apparently outperformed his prior manager Stephen Nana, better known by his stage name Stevenator, due to his skyrocketing popularity, has undergone a considerable development with this transition.
Olamide, the head of YBNL Nation, initially suggested Stevenator, who had no management experience prior to taking on Asake. According to industry sources, Stevenator was under a lot of pressure to manage a worldwide celebrity as Asake’s career took off, and he found it difficult to juggle his family obligations with the demanding travel and work schedule. After touring with Asake for extended periods of time, his second son refused to acknowledge him, which negatively impacted his connection with his other boys.
For Asake, whose quick rise in the Afrobeats scene has opened up previously unheard-of opportunities necessitating advanced corporate infrastructure, the management change comes at a critical moment.
In order to take advantage of cross-continental collaboration prospects and professionalise his operations, he has partnered with Omarion’s team.
By collaborating with Omarion’s business, Asake strategically expands his worldwide reach and connects the African and American music markets.
Omarion’s investment in Asake is indicative of a larger plan to gain traction in the thriving Afrobeats industry. The American musician is establishing himself as a major global benefactor and promoter of the genre by supporting management endeavours that target African talent, so fortifying ties within the transatlantic music industry.
It is anticipated that Asake will receive a wide range of services from the new management arrangement, including brand collaborations, legal matters, logistics, and promotion. With the change, Asake will probably have access to improved social media marketing techniques, which are now crucial for promoting artists worldwide in 2024.
Industry insiders predict that taking advantage of Omarion’s existing network will lead to high-profile partnerships, festivals, and prestigious venues throughout North America and Europe.
This shift is an example of a prevalent trend in the music business, where quickly emerging musicians frequently outgrow their first networks of support.
Asake’s management change signifies a rise in professionalism and international recognition for the Afrobeats genre overall, drawing strategic investment and multi-market interest that strengthens the genre’s standing in the world music scene.
Asake’s choice to improve his management comes from a position of exceptional strength, as his third album is already among the top 20 most played Nigerian albums of all time, with over 5.6 billion listens to his name.
In addition to enabling Asake’s music to be used in foreign films, TV series, and advertisements, the strategic collaboration is anticipated to open up new sync licensing opportunities, generating income streams outside of traditional performances and streaming.
