Wonu Osikoya’s docuseries, Grime, Glory & Afropop, provides a compelling narrative about the journey of Afrobeats and some of the key players usually behind the scenes who have shaped the genre into a global phenomenon. The series is a three-part exploration, each episode focusing on a different music executive who has left an indelible mark on the Nigerian and African music industry.
The career of prominent A&R executive and co-founder of The Plug, Bizzle Osikoya, is explored in the first episode of the series. As Naeto C's road manager at Storm Records, Bizzle's career in the music business got its start. His future jobs, including as his stint with Mo'Hits and later Mavin Records, where he refined his A&R management talents, were made possible by this early experience.
Bizzle's professional turning point came when he left Mavin to start The Plug. Following their split from Mavin, Bizzle lived briefly in America with Asa Asika and Sarz. They met Jay-Z's cousin Bee-High during this time, who gave them the idea to launch their own company. After following this advise, The Plug was founded and has been in business for seven year.
In this episode, Bizzle emphasizes the importance of young people understanding the business side of the music industry. He reflects on how the goal has evolved from merely making Afrobeats global to solidifying its presence on the global stage. Bizzle also draws attention to the way the industry has changed, with less hurdles to entrance, allowing up-and-coming talent to enter the market without the help of conventional gatekeepers.
The second episode focuses on the career of one of Nigeria's leading talent managers, Osagie Osarenkhoe. Osagie’s interest in music was sparked by watching MTV during her youth. This passion led her to study Mass Communication at the University of Lagos, a foundation that would later support her career in the music industry.
Osagie’s first foray into artist management was with Kell Ohia. However, her most notable early work was with Wizkid, whom she discovered as a teenager when he was just 18 years old. Their professional relationship lasted for five years, during which time Wizkid’s career began to take off. Osagie is currently the lead for OneRPM, a data-driven music business solutions provider.
Osagie discusses her joy at the Afrobeats movement's expansion and international acclaim in this episode. She offers insightful guidance for those who want to work in the music business, emphasising the need of knowing one's purpose and the necessity of ongoing education and adaptability. In a separate personal anecdote, Osagie says she likes to play FIFA during her free time.
The last episode provides insight into Asa Asika's career path in the music business. Asa was destined for a career in music because he was raised surrounded by it by his uncle Obi Asika, the founder of Storm Records. Although Asa's uncle had given him a lot of exposure early on, he was keen to establish his own reputation.
Asa began managing Davido in 2011 - 2013, a relationship that saw them part ways briefly before reuniting in December 2016. Together, they have navigated the complexities of the music industry, contributing significantly to the global rise of Afrobeats. Asa and Bizzle later merged their companies with the influence of Brain Biggs, forming The Plug, a company that has become a powerhouse in the industry.
The desire to leave a lasting legacy is what motivates Asa. He emphasises how crucial it is to keep up with industry trends because nobody can be an expert in a profession that is always changing. He gives aspiring musicians two pieces of advice: get as much information as you can and find a lawyer who knows the music industry. It is essential to know your rights if you want to make sure you are paid fairly and positioned appropriately in the industry.
At the end of the series, Wonu Osikoya shares her thoughts on why she started Grime, Glory & Afropop. She took inspiration from the people who spearheaded the Nigerian music industry, those who established the foundation and kept it moving forward. Her intention was to record their tales for the benefit of upcoming music industry generations as well as an homage to their accomplishments.
Grime, Glory & Afropop is a must-watch for anyone interested in the behind-the-scenes workings of the Afrobeats industry. This docuseries not only celebrates the achievements of its subjects but also provides valuable insights into the challenges and opportunities within the Global African music industry.
