Asa Asika, Abiodun ‘Bizzle’ Osikoya, and Tobi Mohammed (Alhaji Popping), who are the managing partners of a popular talent management, events curation, and culture advisory company, The Plug, have affirmed that afrobeats is a genre of music that has captured the attention of music lovers across the world.

The trio, who recently had an interview with media personality, Chude Jideonwo, affirmed the genre’s enduring popularity, ability to captivate diverse audiences, and the importance of education within the industry.

Bizzle said, “Afrobeats can never die. We, 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 (the United States of) America? We will keep building, so that those things don’t stop. What needs to happen is that we educate our industry, because that is one of the things that can halt our trajectory.”

On his part, Asika, who doubles as pop star, Davido’s manager, said, “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 artistes in the US that are only relevant in a state, and they are good. It’s nice to go to Times Square (prestigious venue in New York, USA) and see the face of Olamide, and Tiwa Savage selling out shows in Brixton (London, United Kingdom). One thing that helps us is that Africans, particularly Nigerians, are all over the world.”

Mohammed, the third partner, maintained that the genre’s ability to adapt and evolve as being a significant factor to its sustained relevance. He said, “Afrobeats is not confined to a single sound or style. It constantly evolves and fuses with different genres, 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.”



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