The Ascendancy of African Music Worldwide
For the recent years, African music has evolved from an emerging niche to a dynamic and highly lucrative global business. This shift has not only revealed Africa’s rich cultural heritage but also attracted substantial interest from major players in the entertainment industry. United Talent Agency (UTA) is one of these institutions that have spearheaded this movement and become a dominant player in African and Afrobeat representation.
Obi Asika, UTA UK co-head, has transformed it into a significant player in the representation of some of the most powerful African musicians. UTA boasts on its roster; Tyla, Wizkid, Burna Boy, Ayra Starr, Tiwa Sav*ge, Odumodublvck and Yemi Alade among many others with them not only redefining global music but also taking African music higher than it had ever gone before with UTA, playing a key part in their worldwide success. Utah Asika joined UTA after his Echo Location Talent Agency was acquired by the multinational in 2021. He came to the company with a very broad and varied band of artists that cut across genres like dance and hip hop. His line up is a composition of renowned names such as Alesso, Bugzy Malone, Chase & Status, Davido, Diplo and Wizkid who show how well he can navigate through diverse artistic terrains.
Moreover, apart from being one half of UTA’s management team, Asika is also credited with establishing Afro Nation festival together with Adesegun “Smade” Adeosun Jr. Very fast growing this event has become one of the leading ones promoting African music culture further buttressing Asika’s contribution on global level. He rose to a UTA partner in March 2024 following this in recognition of his contributions to the sector while still serving as co-head of UTA U.K
The Future of African Music
With the tremendous surge in African music, it is impossible to ignore the role played by such influential figures as Obi Asika and UTA. Such efforts are not only molding the fate of this industry but also helps to keep African music as a strong and powerful voice worldwide. UTA, headed by Asika, can continue to be the pace-setter in representation and success for artists of Africa everywhere. In fact, UTA’s commitment to artist development is epitomized by Burna Boy’s remarkable transformation from intimate venues to iconic places like Madison Square Garden NYC and London Stadium. The said journey demonstrates that apart from being enormously talented, he has had visionary advisors who have always been there to support him.
According to Christian Bernhardt, a top executive talent agent at UTA, thinking about Burna Boy’s early days in the United States is almost like reliving the first struggles. “I think it was 2018,” remembers Bernhardt. In that time frame, Burna Boy performed at small theaters around America and filled up venues with anywhere between 500 and 2,000 individuals. Going from these modest beginnings to filling large venues and eventually arenas and stadiums was a monumental achievement.
The switch from little theaters to huge arenas did not come overnight but instead took careful planning, relentless work ethic and shared faith in Burna Boy’s potential. For this reason, Bernhardt attributes the unwavering commitment of Burna Boy himself as well as his team towards his growth as an artist. “Kudos go to Burna and his team for continuing to invest in something that was not necessarily a given,” says Bernhardt.
The Role of Visionary Leadership
Burna Boy’s mother and manager, Bose Ogulu is central to this success story because of her visionary leadership qualities.” She had no doubt about his abilities or future success according to Bernhardt. “You would know that his mother and manager had always been aware,” he said. It was evident that UTA’s support had a great impact but Ogulu’s unshakable self-assurance launched Burna Boy to higher levels. However, UTA played a crucial role in the rise of Burna Boy. The strategic direction, networks and resources of the agency were instrumental in moving him from an upcoming artist to an international star. Behind this movement is the ability of UTA to spot and develop talent thus making it possible for their artists attain success on global stages from small theatres.
The ascension of Burna Boy was a shared success story which proved the efficacy of faithfulness, devotion as well as tactical scheming. When talent meets unwavering loyalty and focus for the future such as what happened between Burna Boy and his team with UTA, magic is born. As he continues to write history in global platforms, his journey speaks volumes about the importance of nurturing talent and having supportive visionary personnel around.
The United Talent Agency’s participation in Wizkid’s rapid rise was extremely hands-on, and instrumental in taking the Nigerian singer-songwriter to greater heights. Known as “Mike G” in the industry, Los Angeles-based agent Mike Guirguis is no stranger to spotting and nurturing talents. Working with big names such as Young Thug and The Kid Laroi has honed his skills over time, making him an asset when it comes to Wizkid.
Beginning Steps and Early Discovery
It took almost exactly three years for Mike G to finally become aware of Wizkid in 2014. Following one of Wizkid’s performances in South Africa, the two met as they were leaving the venue. It did not take long before he noticed that this young Nigerian artist had potential for greatness. Even then, Wizkid already had a huge fan base that included many Africans outside of Nigeria. However, Mike G realized that if properly exploited, Wizkid could extend his sphere of influence far beyond what was at present possible by capturing arguably the most influential market globally; America.
A turning point in Wizkid’s career happened in 2021 when, as it turns out, Mike G made a remix of the hit song “Essence” by Wizkid with Justin Bieber. This became a landmark initiative making Wizkid become a superstar globally especially in the U.S.A. Mike G remembers that he was on his birthday vacation at Cabo where he had an accidental encounter with the collaboration. “I was at a birthday vacation in Cabo and Justin was there,” claims Mike G. “He kept playing the record, and I knew we had to make this happen.”
Mike G understood that it would be significant if Wizkid collaborated with Justin Bieber so they did not waste time. He initiated contact between these two musicians via a Facebook group because he anticipated their interaction could be extraordinary for them all. The result surpassed all expectations. “Justin had cut the record even before he got back,” highlights Mike G bringing out immediacy of Bieber’s connection to the track as well as inevitability of their involvement together. Therefore, this remix just amplified the success of “Essence”, but also confirmed that Wizkid is already on top world stage.
UTA’s Corporate Vision and Wizkid Global Influence
The success of the “Essence” remix perfectly demonstrates UTA’s strategic vision and how it leverages important industry relationships to help its artists achieve new levels of achievement. For Wizkid, this was a major milestone that opened up his music to an even wider audience, exposing his artistry to millions who may not have heard about it before now. This pivotal point in Wizkid’s career was facilitated by UTA’s hands on approach guided by Mike G’s knowledge of the industry.
Wizkid’s growth journey underscored the strength in numbers of concept as well as the significance of having a team that is aware of subtleties surrounding music business. The speed at which Mike G seized such chances shows just how crucial some kind of foresight can be in the fast paced world of music. UTA managed to make a partnership between Justin Bieber and Wiz kid possible showing that when ideas are executed upon, anything can happen.
Wizkid is making waves all over the world, hence the role of UTA in his ascent is highly significant. The success of “Essence” and its Justin Bieber remix is only a single case that illustrates how UTA’s strategic advice and direct participation have contributed to shaping the careers of some of the global most influential artists. Being guided by employees who are truly interested in artistes’ triumph, UTA still helps shape what music will be like globally in years to come.
Irene Agbontaen, UTA’s senior director of artist brand strategy and music brand partnerships, has been one of the most important factors in the agency environment, focusing mainly on linking artists with major brands. This has helped to spread the influence of UTA’s musicians much wider than other music industry platforms.
The Power of Storytelling Through Data
Agbontaen is quick to point out that its robust data department plays a critical role in her strategic work at UTA. “We have an amazing data department,” she says, explaining their approach as one that relies on data-driven narrative. “We can tell a great story but through data,” she adds. Such narratives are backed by solid numbers allowing for tangible stories that have positioned major brands around UTA’s artists, which effectively communicate their brand identities while giving them exposure in the market place. Particularly in the brand collaborations she has managed to secure for artistes like Burna Boy and Ayra Starr, Agbontaen’s strategic vision has been very clear.
For instance her efforts with regard to Burna Boy have seen him partner with global brands such as G-Star Raw and Burberry, enhancing his stature as a cultural icon. Each campaign is obsessively curated to suit his personality while allowing him to reverberate with his audiences globally. In the same vein, Ayra Starr has been able to gain from Agbontaen’s experience leading to collaborations with top brands such as Maybelline. These are not partnerships that are just about visibility; they are strategically done so that Ayra Starr can be visible on a global scale and interact with fans who identify with her creative vision.
Therefore through these handpicked brands’ affiliations, the influence of Ayra Starr keeps increasing making her an international rising star. Additionally to finding brand partnerships, Agbontaen also stresses the necessity of being aware of the population trends in Africa. She alerts that by 2030, three-quarters of the inhabitants here would be under 24 years old. This is an important statement because it shows how large the African market could be, especially among Gen Z – which is a group increasingly influencing global trends.
Brands Tapping into the Gen Z Market
The emphasis on demographic insights by Agbontaen underscores UTA’s visionary branding approach. They are also aware that much of the population on this continent will soon consist of young people; hence, businesses are keen on discovering fresh methods to engage this influential segment. African artists who already have substantial followings are best poised to lead this movement. By connecting these artists with global brands, UTA has enhanced not only their outreach but also enabled companies to relate with a vibrant and fast-growing audience belonging to Generation Z (GenZ).
There is no doubt that Irene Agbontaen’s work buttresses the power of strategic brand partnerships in amplifying an artist’s global presence. Irene’s combination of market insights driven by data and her own deep understanding of trends has made UTA artists become very successful in the music industry and beyond. They are not only reaching out to new audiences through well-curated collaborations, but also asserting their influence on the global cultural scene.
Irene Agbontaen’s work will continue to be crucial to UTA as the company moves forward with changing dynamics within entertainment and branding industries. She achieves this by using demographic insights to inform UTA artists’ positioning for global competitiveness through meaningful brand partnerships. With her stewardship, UTA is poised to remain a pioneer in its field, partnering Artists who seek to create lasting footprints with brands that make a difference.
The Power Behind Burna Boy’s Stage Presence
If there’s one thing most people agree with, even without more information, it’s that an artist’s success definitely depends on data and demographics. There is always music, and in addition, there are great persuasive abilities that are the backbone of everything. Regarding Burna Boy, Christian Bernhardt, executive talent agent with UTA, feels his reach is much bigger than the music only: “It wasn’t just the music – him as a performer, when he stands on stage, no performer ever in my life has come even close to him.” It is this commanding presence on stage, coupled with a unique performance that attracts and entertains people of diverse backgrounds.
Excursions in the year 2024 are rather vicious and require a lot of resources to maintain. Internal challenges notwithstanding, UTA’s achievements within a relatively short period have been impressive. The company has also been able to effectively promote their artists including Burna Boy to global audiences, but it has had some challenges. As we spoke he admitted that there is a war going on, especially in regards to the mainstream genres of festival and promoter. “It’s still an uphill battle, especially with mainstream festivals and promoters,” he said, adding that only a few adults like Live Nation are willing to gamble on such younger prospects.
Nonetheless, UTA’s Adobekar admit that while they have faced challenges along the way, the movement of Afrobeat as a genre of music onto the global platform has made quite a journey. Bernhardt says that, even though there are still some roadblocks as to acceptance, they have improved in a very positive way towards Afrobeat. “It has been much, much easier to get the name [Afrobeat] out there and have promoters get on the name and take a chance on it,” he finishes.
A Promising Future for Afrobeat
The case of UTA discussing about the development of Afrobeat in the global music industry reveals the need of taking strategic risks. As UTA is promoting artists with real talent and the ability to succeed, Afrobeat affects a niche within a rather restrained entertainment industry. It serves to reinforce the agency’s appetite for innovation as well as its confidence in music as something that is able to bridge cultural as well as physical barriers.
As UTA keeps on being deeper and deeper in the skin of the industry, it is clear that Afrobeat has a bright future ahead. With the combined relentless efforts of people like Bernhardt and the artistic genius of people like Burna Boy, it is only a matter of time before Afrobeat gets the attention it has always needed. The journey is quite long, but the achievements so far represent a good index of what is next. More progress is made than expected in its development and appropriation by the musicians, the confer on UTA a very competitive position in the market as well as the prospective tendency in the field.
