The managing partners of The Plug, a leading talent management, events curation, and culture advisory company, have expressed unwavering belief in the long-term global relevance of Afrobeats.
In an exclusive interview with #WithChude, the partners, Asa Asika, Abiodun ‘Bizzle’ Osikoya, and Tobi Mohammed (Alhaji Popping), highlighted Afrobeats as an infectious and vibrant music genre rooted in African rhythms, which will continue to thrive and captivate audiences worldwide.
Osikoya, known for his astute understanding of the music industry, emphasised Afrobeats’ long-lasting impact, saying, “Afrobeats can never die. Nigerians don’t give up.
“Do you think we will get to a level where Burna Boy, Wizkid, or Davido won’t have anyone come out to see them or attend their shows in America? We will keep building so that those things don’t stop.
Commenting, Asika highlighted the global reach and resilience of Afrobeats, stating, “There are 54 countries in Africa. How many countries are there in Europe? If nobody in the world cares about Afrobeats again, we are fine. There are artists in the United States that are only relevant in Texas, and they are good. It’s nice to go to Times Square and see the face of Olamide, and Tiwa selling out shows in Brixton. One thing that helps us is that Africans, particularly Nigerians, are all over the world.”
Mohammed stressed the music genre’s ability to adapt and evolve as being a significant factor in its sustained relevance.
“Afrobeats is not confined to a single sound or style. It constantly evolves and fuses with different genres, thereby creating more exciting and innovative rhythms.
“Artists are pushing boundaries, collaborating with international stars, and introducing new elements to their music. This versatility ensures that Afrobeats remains fresh and captivating for years to come,” he remarked.
Renowned for its exceptional talent management offering, The Plug, boasts an impressive roster of highly successful African artists including Davido, Oxlade, BOJ, Focalistic, CKay, Victony, King Promise, and Bella Shmurda.
The Plug remains steadfast in its commitment to supporting African talents and establishing respectability for Afrobeats in global music spheres. Through strategic partnerships, culture-relevant events, and innovative collaborations, The Plug aims to amplify the voices of indigenous artists and contribute to the genre’s continuous growth on the international stage.
