The Plug, a top-tier talent management and entertainment firm in Nigeria created by Asa Asika and Bizzle Osikoya, has announced a merger with TopBoy Entertainment, the founder of the Block Party series, Tobi Mohammed
As part of the merger, Tobi will also take on the responsibilities of managing partner and chief operating officer for the combined company, which will have the same directors across the board.
While The Plug maintains its identity as a management-based client-servicing business in the music, art, and sports industries, TopBoy, a service-based agency, will bring to bear its strength in ideation, solutions, and marketing for brands across a wide range of thematic areas. The Plug also owns one of Africa’s largest music distribution organizations, which has produced some of the biggest hits.
Tobi (popularly known as Alhaji Popping), an accomplished entertainment and tech entrepreneur in his own right, will be bringing to the fore a vast wealth of experience gained from his curation of memorable youth events, execution of culture placement, strategy, content creation, and advisory under the umbrella of his company, TopBoy Entertainment.
“This agreement ratifies the long-term relationship of both management and consultant agencies, dating back to the first year of the Mainland block party in 2018,” Tobi remarked in reference to the collaboration.
Asa, Bizzle, and I have each had unique trajectories that serve as motivational models for discovering, developing, and managing highly successful talent while also creatively deepening the perception and consumption of entertainment both inside and outside of Africa. Therefore, the formalization of our long-standing partnership will enable us to use each managing partner’s unique skills across a number of projects and build a juggernaut that will rule the industry for many years, he continued.
Tobi Mohammed Announced as Managing Partner
Tobi becomes a managing partner alongside Bizzle and Asa. They said in a statement about the merger that “Tobi’s formal addition to the team underscores our steadfast commitment to not only providing structure and platforms for African talents to showcase their distinct originality, but also helping brands with solutions that push the boundaries of consumer experiences.”
“Tobi is a relatable, high-energy character who has embodied excellence across all his ventures, and we look forward to a sustained partnership,” he said. “He is a fresh, contagious energy geared towards fixing or solving complex individual and corporate client problems, and this will translate nicely to our bottom lines as a company. A wide variety of hugely popular African musicians, including Davido, Oxlade, BOJ, Focalistic, CKay, Victony, Bella Shmurda, DJ Titanium, DJs Maze & Mxtreme, to name a few, are featured in the combined talent management portfolio of the three partners. Asisat Oshoala and Henry Onyekuru are also part of The Plug’s sports management vertical, along with 100-meter hurdles world record holder Tobi Amusan.