As key global power players continue to drum investment in one of Africa’s biggest exports, Afrobeats, seasoned gurus like Blessing Manafa are rapidly joining the train of development for this music community.

Quipped with nearly a decade of experience across data analytics, marketing communications, partnerships and business development, Manafa has joined the Sony Music family, home to stars like Davido, Gyakie, Wizkid, etc, as the Digital Services & Partner Manager for its West African operations.

Based in Lagos, Manafa will work alongside the company’s teams on the continent to oversee all elements of the internal digital services agency providing support to marketers and partner relations teams to achieve highly effective and efficient marketing plans that reach and engage music fans and audiences with the goal of increasing streaming revenue for SMEA.

A high note experience in Manafa’s journey in the music consumer marketing industry was during her time as Head of Digital Strategy and Content at Cool FM where she alongside others initiated and executed marketing strategies for the Apple Music Radio – Africa.

Now with erstwhile host DJ Cuppy as well as Apple Music and Shazam 3-for-3 campaign driving initiatives across performance marketing, influencer marketing, OOH, TV and Digital marketing were deployed to achieve a notable 7 per cent increase in number of Apple Music subscribers and Shazam app usage in West Africa.

Later on, Manafa transitioned to Clout Africa where she served as the Head of Marketing & Strategic Partnerships, here she delivered on amazing projects such as Clout Mag that featured Afrobeats (then) on the rise stars such as Ayra Starr, Oxlade, Zinoleesky and Lojay as well as Clout Awards that celebrated music artists and music creators across West & Southern Africa. This project had her work with amazing artists such as Gyakie, Blxckie, Fave and more. She also commissioned one of the most noteworthy commercial advertisements by Clout Africa featuring Veeiye ( Big Brother Naija Alumni ) as the star.

Last year, Manafa joined emPawa Africa founded by business mogul and music superstar, Mr Eazi where she had the opportunity to create and execute marketing strategies for the likes of Joeboy, Mr Eazi, Fave, Minz, Nandy ( Tanzania ), DJay ( Ghana ) and others. Her success spans across exciting releases like Patek by Mr Eazi, Body and Soul by Joeboy and more.

When asked her thoughts on African music today – She said “Afrobeats, Afropop, Afro-fusion and Amapiano are slowly and quickly becoming Africa’s biggest exports reaching parts of the world that have never quite reached in the past 5 years. The next 5 years is set to be even more crucial to the African music industry as increased appeal, more attention and funding floods in – this opens up the frontlines for both established and emerging music artists to make their marks on the world as well as make a ton of profit.”

She continued, “I am excited about the future for music and also for professionals like myself who have in their unique ways drawn from their robust experiences in Marketing, Artist and Repertoire fused with the ability to visualise & draw key insights from music streaming data – now positioned to efficiently close the existing gap between music listener habits, music data and music marketing through cutting edge initiatives.”