Davido’s success with his album Timeless has been a career peak for the Afrobeats star in the United States and Nigeria. The album debuted at No.1 in Nigeria with 50.4 million on-demand streams in its first week of release. This success was not just a huge moment for Davido but a massive achievement for his Nigerian management company, The Plug.
While the superstar’s success is undeniable, it is the role played by his management company, The Plug, that has caught everyone’s attention. The company, founded in 2016 by music executives Asa Asika and Bizzle Osikoya, has not only helped to manage and distribute Davido’s music but also that of other talented artists like Ckay, Victony, and Bella Shmurda.
What sets The Plug apart from other music companies is its ability to combine its management expertise with distribution, publishing, live events, booking, and branding services. Their live events division is responsible for producing the largest music event in Nigeria, the Mainland Block Party, while their branding division executes campaigns for Diageo, Pernod Ricard, Pepsi, MTV, and others.
The success of Timeless has been a monumental moment for both Davido and The Plug, whose management roster extends beyond the Afrobeats star. As Osikoya says, “Our goal is to be the biggest independent management and distribution company from Africa.” The company’s ambition is driven by a desire to work with people in fashion, film, and other industries beyond music alone.
The Plug’s impact on Davido’s success has been undeniable. The Atlanta-born, Lagos, Nigeria-raised superstar began his career in the early 2010s with Asika as his manager before the two parted ways for several years. When they reunited under The Plug, they embarked on a series of successful singles that included “If” – named Song of the Year at the 2018 Headies Awards – and “Fall,” which became the first Nigerian song to reach 100 million views on YouTube. Davido went on to win Best African Act at various international music awards, establishing himself as one of the biggest Afrobeats stars in the world.
But The Plug’s success is not just about Davido’s achievements. It’s also about how the company has elevated other talented artists like Ckay, whose “Love Nwantiti” was the first-ever No. 1 on the Billboard Afrobeats Chart upon its launch in March 2022. The Plug’s ability to cultivate and elevate talent is a testament to its innovative approach to managing the careers of artists beyond music.
