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How Lambo Xtra and its creative agency are shaping music culture for new artists

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For the past 6 years, it’s no more news that Lambo Xtra and theMedia 360 Company have been operating under the same ownership since PR Juggernaut, Soltesh Iyere who founded theMedia 360 acquired the online magazine. Lambo Xtra was acquired to achieve a particular goal; to shape the future of music Journalism by producing independent journalism in a thought-provoking way on music, music events, and celebrities.

The online magazine, which is one of the loudest voice in Afropop and a compendium of pop culture reaches over 100,000 unique visitors a month.

“When we started, because PR is broad, we handle many brands, companies, personalities, artists, and so on, but we have seen greater achievements in handling music and artists PR. We thought about focusing on what we do best and with Lambo Xtra, we will ensure that we keep to plans to use the strong editorial voice that we have to power the platform and make sure the integrity of our journalism is paramount,” Iyere says. “We will continue to evolve with new talent and laser focus on creating culture in the music industry.”

theMedia 360 Company’s deep roots in music PR and the ability to predict what will breakthrough in music culture has given ways for Lambo Xtra to work and profile amazing artists like Glenn Mena, Bella Alubo, Erockfor, the Cameroonian-Canadian singer, AdeTheSaucerer, Chizzy Bashment, Tamara Madison, Fave, Gigi, and many more.

Issues of Lambo Xtra typically include music and video reviews, celebrity stories, information on new artists, events, and What’s Next, a segment with series of artists interviewed, sharing their journey, success, and obstacles in the industry.

theMedia 360 is committed to use Lambo Xtra in maintaining its influence in pop culture and being able to spot new areas for growth and do what most media entities are struggling with; using additional expertise and resources, on the coverage of artists and stories that shape the music landscape.

With several limitations, when the magazine was acquired, but now, Iyere is proud of their journey and the response not just from the artist community is encouraging them to do more.

“It is our duty to find creative solutions to keep our industry afloat. We are a brand that celebrates originality, creativity, and how music and entertainment can bring people together. To champion the music and entertainment industry,” says Iyere.

Lambo Xtra’s focus is now on a mission to secure a status as one of music’s most coveted magazines in the country, as it continues introducing the world to new stars and artists to new audiences through the compelling stories around the brands.


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