Manager Urged Executives to Prioritize African Music Ties
Asa Asika called for Western music leaders to deepen local engagement rather than relying solely on streaming metrics.
Updated on Sept. 29, 2026 in Latin
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Asa Asika, manager for Davido, has called for Western music executives to conduct more on-the-ground research when partnering with African artists. He argued that relying solely on streaming data without local cultural context limits understanding of an artist's true popularity.
Why it matters
The music industry often lacks necessary insight into the African market by failing to visit the region firsthand. Asika noted that empowering established local professionals is essential for successfully navigating the complexities of regional popularity.
Davido released four singles in 2017 titled If, Fall, FIA, and Like That. The song If specifically acted as a catalyst for the initial crossover of Afrobeats into the United States market.
The players
Asa Asika
He is a prominent music manager and the co-founder of The Plug who oversees the career of the artist Davido.
Davido
He is an influential Afrobeats artist who helped lead the genre's expansion into international markets like the United States.
Tems
She is an artist recognized for incorporating a distinct R&B identity into her music.
The details
Asika highlighted that platforms like YouTube and Audiomack are critical in Nigeria, yet digital numbers often fail to capture the nuances of the local music ecosystem. He suggested that for international growth to be sustainable, executives should trust local experts and experience the music hubs like Lagos personally.
Timeline
2017: Davido released his breakthrough singles including If and Fall.
Industry Dynamics
The transition of Afrobeats from regional specialty to a dominant global force follows the momentum established by the 2017 international crossover of Afrobeats. This call for deeper investment reflects a shift away from remote data-driven scouting toward long-term local partnerships.
Listeners can expect a more authentic representation of regional talent as labels potentially shift their scouting strategies toward deeper local roots. This could lead to an increase in high-quality collaborations between Western labels and African creators.
The takeaway
True global success in the music industry requires moving beyond screen-based metrics to build genuine local connections. Executives who invest in understanding the cultural environment of regions like Nigeria gain a significant competitive advantage.
Further reading
For more on evolving music trends, explore our Latin section.
Source note: This article includes information reported by Modern Ghana Media Communication Ltd..
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Should international companies prioritize local cultural research when expanding into new regional markets?
