After experiencing a meteoric rise in the Afrobeats scene that challenged his initial management structure, Nigerian superstar Asake has made a strategic shift by signing with a new management team linked to American R&B artist Omarion’s Create platform.
The change marks a significant evolution for the artist, whose explosive popularity reportedly overwhelmed his former manager, Stephen Nana, known professionally as Stevenator.
Stevenator, who had no prior management experience before taking on Asake, was originally recommended by YBNL Nation head Olamide. Industry insiders note that as Asake’s career accelerated, the demands of managing a global star created substantial pressure on Stevenator, who struggled to balance the extensive travel and work commitments with family responsibilities. His relationship with his sons suffered severely when his second son refused to recognize him after long periods away touring with Asake.
The management shift comes at a vital juncture for Asake, whose rapid ascent in the Afrobeats genre has created unprecedented opportunities requiring sophisticated business infrastructure.
His new partnership with Omarion’s team represents a calculated move to professionalize his operations while capitalizing on cross-continental collaboration opportunities.
By joining forces with Omarion’s enterprise, Asake strategically elevates his global presence while bridging African and American music markets.
Omarion’s investment in Asake signals a broader strategy to establish a foothold in the flourishing Afrobeats market. By backing management ventures focused on African talent, the American artist is positioning himself as a significant international benefactor and promoter of the genre, strengthening transatlantic music industry connections.
The new management arrangement is expected to provide Asake with extensive services spanning promotion, logistics, legal affairs, and brand partnerships. With the shift, Asake will likely gain access to enhanced social media advertising strategies that have become essential for global artist promotion in 2024.
Industry analysts anticipate that leveraging Omarion’s established network will open doors to premier venues, festivals, and high-profile collaborations across North America and Europe.
This change exemplifies a common pattern in the music industry, where rapidly rising stars often outgrow their initial support systems.
For the Afrobeats genre as a whole, Asake’s management upgrade represents increasing professionalization and global recognition, attracting strategic investment and multi-market interest that further cements the genre’s position in the global music landscape.
With his third album already ranked among the top 20 streamed Nigerian albums of all time and over 5.6 billion streams to his name, Asake’s decision to upgrade his management comes from a position of unprecedented strength.
The strategic partnership is also expected to unlock new sync licensing opportunities, allowing Asake’s music to be featured in international films, TV shows, and commercials, creating additional revenue streams beyond traditional performances and streaming.
