The Plug, a trailblazing force in reshaping Africa’s burgeoning entertainment and talent management industries, is proud to commemorate a remarkable milestone — its seventh anniversary. Since its inception in August 2016, the industry has propelled Africa’s cultural renaissance and talent evolution to unprecedented heights. From humble beginnings to becoming a dynamic influencer in the realm of music, live events and sports management and has left an indelible imprint on how individuals and businesses alike engage with culture and realise fulfilment.
Co-founded by visionaries Asa Asika and Abiodun ‘Bizzle’ Osikoya, The Plug emerged as a culture advisory and talent management entity that seamlessly bridges the gap between artistic talents, brands, and culture enthusiasts. In a defining moment, 2022 saw The formalisatiin of its merger with TopBoy Entertainment, the brainchild of Tobi ‘Alhaji Popping’ Mohammed, the mastermind behind the renowned BlockParty series. This merger solidified The Plug’s pivotal role in shaping Africa’s dynamic landscape and the business has since scaled to also include music publishing, sports management and production arms.
The Plug‘s remarkable journey is exemplified by its instrumental role in shaping the careers of numerous influential African talents. Its roster includes luminaries such as Davido, Henry Onyekuru, Asisat Oshoala, CKay, Victony, Tobi Amusan, King Promise, BOJ, Bella Shmurda, Focalistic, MazexMxtreme, Raebel, ShineTTW, and Uchenna Kanu. With tailored and strategic support, The Plug has propelled these talents to unprecedented heights in both arts and sports.
As Managing Partners, Bizzle, Asa, and Tobi share a profound belief in Africa’s boundless potential. Osikoya reflects, “From my early days contributing to this industry, I held on to a vision that has now come alive through The Plug. Our seventh anniversary is a moment of pride as we look back at the tremendous impact we’ve had in empowering talents and brands, while showcasing the best of Africa on a global stage.”
Speaking on the celebratory occasion, Mohammed, also The Plug’s Chief Operating Officer, reinforces the company’s commitment to promoting Africa’s rich cultural heritage through entertainment. “Culture and entertainment hold the power to transcend boundaries and ignite the essence of the African spirit. Over these seven years, we’ve demonstrated our soft power, blazing the trail for like-minded companies to follow and setting a new bar of fulfilment for all our stakeholders. We remain dedicated to advancing African art as a catalyst for unity, pride, and empowerment,” he says.
As The Plug goes full-throttle into its seventh year, the company aims to push boundaries even further, pioneering culture-aligned solutions that set unprecedented standards within the global entertainment sphere. With a steadfast commitment to helping all its stakeholders achieve fulfilment, The Plug’s unique expertise positions it at the forefront of reshaping Africa’s consulting landscape in the near future.
“Our journey goes beyond entertainment; it’s about amplifying voices, nurturing creativity, and creating growth opportunities. Africa’s pool of untapped talent is rich with incredible stories waiting to be celebrated. While we’ve collaborated with exceptional artists and contributed our quota to growing Africa’s music ecosystem, our mission continues,” Asika concludes.