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Lauren London Honors Nipsey Hussle With Touching Birthday Tribute: ‘I Love You’

Lauren London took a moment to honor Nipsey Hussle on what would have been his 38th birthday. On Tuesday (Aug. 15), the actress shared a photo to Instagram of the late rapper holding up prayer hands and looking into the camera, with an array of gold chains draped around his neck.

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“Honoring the day you blessed the Earth with your presence. Forever more,” London wrote, adding “I love you” and a blue heart emoji to the end of her message.

Hussle died on March 31, 2019 after being fatally shot by Eric Holder Jr. following an altercation that took place outside of the rapper’s store in Los Angeles. In February, Holder Jr. was sentenced to 60 years to life in prison after being convicted of murdering the rapper. Hussle is survived by his and London’s six-year-old son Kross, born in 2016.

The actress spoke about what it has been like living without Nipsey in a January appearance on People‘s Every Day podcast, stating that she doesn’t, “want to give a misconception that I’m at peace and I’m walking around on a cloud.” She continued, “I have to wake up with the intention of this every day because there are days I don’t want to, and I’m like angry about it. And that’s what healing is. It is up and down, side to side, all over the place. You know what I mean? And with each new level, there’s something else.”

See London’s birthday tribute to Nipsey on Instagram below.

Is Oliver Anthony the Greatest Threat to Morgan Wallen Making Hot 100 History?

The Contenders is a midweek column that looks at artists aiming for the top of the Billboard charts, and the strategies behind their efforts. This week (for the upcoming charts dated August 26), Wallen’s “Last Night” is just three more weeks at No. 1 from tying the Billboard Hot 100’s all-time record – but his position is growing more precarious, thanks to growing hits from Luke Combs and Taylor Swift, and a runaway viral hit from Oliver Anthony Music.  

Morgan Wallen, “Last Night” (Big Loud/Mercury/Republic): Wallen secured his 16th week at No. 1 this week (chart dated Aug. 19) with “Last Night,” moving the song into a three-way tie with Mariah Carey and Boyz II Men’s “One Sweet Day” and Luis Fonsi and Daddy Yankee’s Justin Bieber-featuring “Despacito” for the second-longest reign atop the Hot 100 in chart history, and the longest for any unaccompanied artist. From there, it’s just three weeks away from matching “Old Town Road” (by Lil Nas X featuring Billy Ray Cyrus; 19 weeks in 2019) for the all-time mark.  

However, “Last Night” continues to slip in its footing, as the song again falls in all three chart factors this week – down 11% to 59.6 million radio airplay audience impressions, down 2% to 26.3 million streams and down 22% to 5,000 downloads in the Aug. 4-10 tracking week, according to Luminate. Its numbers are still impressive – and it even rebounds to No. 1 on Streaming Songs this week, with Travis Scott’s Utopia song entries receding in their second frame – but it’s no longer totally out of reach for the songs beneath it.  

Oliver Anthony Music, “Rich Men North of Richmond” (DistroKid): Two weeks ago, you might not have heard of West Virginia singer-songwriter Oliver Anthony, but chances are pretty good he’s made your radar since, as his “Rich Men North of Richmond” has taken off with a velocity rarely seen for new artists. After going viral on social media and earning endorsements from conservative-leaning public figures such as Matt Walsh, Laura Ingraham and John Rich – as well as backlash from prominent critics who view its pro-working class but anti-welfare message as hypocritical and problematic – the song has improbably launched itself into the crowded race for the Hot 100’s No. 1 spot.  

“Rich Men,” which is officially credited to Oliver Anthony Music, jumped to the top of the iTunes chart on Friday, and since officially arriving on streaming services over the weekend, has risen to the top three on both Spotify and Apple Music’s daily tallies. Though its radio play is minimal, if its sales and streams totals stay that robust, Anthony’s breakout hit will certainly be a contender to topple “Last Night” at No. 1 – and as debate over the song and its creator continues rising to a fever pitch, it’s unlikely to fall off anytime too soon.  

Taylor Swift, “Cruel Summer” (Republic): A rising tide lifts all boats, and the good ship “Cruel Summer” has benefited over and over again from spikes of interest in Taylor Swift the past few months. Most recently, it’s been the (temporary) end of her Eras Tour – which wrapped up the final U.S. dates of this current leg in Los Angeles last Wednesday (Aug. 9) — and the concurrent announcement of her upcoming 1989 (Taylor’s Version) that have once again sent Swifties scurrying to streaming services. 

“Cruel Summer” doesn’t come from 1989 – rather, from Lover, two albums later, in 2019 – but it doesn’t seem to matter much: Swift’s streams are up across her whole catalog, and “Summer” in particular has been rising, topping Spotify’s Daily Top Songs USA chart for the first time on Monday (Aug. 14). Fans also perhaps seem to sense that the song is within reach of No. 1, as sales of “Summer” rose 85% last week to 7,000.

With airplay also still growing – the song climbs 5-3 on Radio Songs this week – “Summer” is currently performing at its peak so far. Whether it will be enough to both pass a fading “Last Night” and fend off a surging “Rich Men North of Richmond” remains to be seen.  

Luke Combs, “Fast Car” (River House/Columbia Nashville/Columbia): Prior to the debut of “Rich Men,” Combs’ Tracy Chapman cover seemed to have the inside track for the No. 1 spot, as the song right below “Last Night” on the Hot 100 since the beginning of July. Perhaps sensing that the top spot was now within its grasp, Combs’ team released the official live version of “Fast Car” — previously available only as a YouTube video – to all streaming services on Friday (Aug. 11). 

Will it still have a chance to reach No. 1 next week? Potentially, but its numbers have also been trending in the wrong direction, with both its streams and sales declining last week – though its airplay continues to rise, with the song hitting the Pop Airplay top 10 for the first time. It will need another big jump in airplay, as well as a rebound in streams and possibly sales, to have a real chance of becoming Combs’ first No. 1 next week.  

IN THE MIX 

Olivia Rodrigo, “Bad Idea Right?” (Geffen/Interscope): In a less-packed week, we might be talking about the second single from Olivia Rodrigo’s upcoming album Guts – which debuted on Friday — as more of a contender for the top spot, as the song ranked No. 1 on Spotify’s Daily Top Songs USA chart for most of the week. But “Bad Idea Right?” has already started to fade a little on streaming, hasn’t yet been officially promoted to radio and isn’t selling as well as predecessor (and radio focus track) “Vampire” — without the CD release that single had – so it will likely have to settle for being the Hot 100’s second-highest debut this week.  

Barbie: The Album (Mattel/Water Tower/Atlantic): As the phenomenon that is Barbie continues to envelop the globe, it has also swept through the Hot 100, with three of its singles occupying spots in this week’s top 15: Dua Lipa’s “Dance the Night” (No. 7), Nicki Minaj and Ice Spice’s Aqua-featuring “Barbie World” (No. 8) and Billie Eilish’s “What Was I Made For?” (No. 14). None of them are necessarily on pace to mount a true charge for the top, as the set’s streaming growth has finally stalled in its fourth week, but airplay may still give the songs an extra boost – particularly “Barbie World,” which zooms 33-21 on this week’s Radio Songs chart. 

Smokey Robinson Beats Lawsuit Claiming He Stiffed Former Manager On Concert Revenue

Smokey Robinson has won a protracted legal battle with a former manager who claimed he was owed nearly $1 million in touring profits from the legendary Motown singer.

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Following a three-day trial that saw extended testimony from the star himself, an eight-person federal jury found Monday that Robinson had not breached a contract he signed with Eric Podwall, capping off more than six years of litigation over the soured partnership.

Ahead of the verdict, Podwell had argued that Robinson agreed to pay 10 percent of all compensation, which included revenue from more than 100 concerts between 2013 and 2016. But Robinson argued back that the deal had only been intended to cover a small set of income, like film and television fees.

In a statement, Robinson’s lawyer Sasha Frid of Miller Barondess LLP called the verdict “a great result and victory for Smokey.”

“The jury did its job and got it right,” Frid said. “Smokey is not only a great artist, but he is also a man of integrity who honors his contracts. Here, he didn’t owe millions, as Podwall claimed; and refused to be taken advantage of by his former manager. We are honored to represent him.”

The jury did award Podwell $2,000 – a sum he claimed he was owed on a record advance.

Podwall first sued Robinson in 2016, claiming the music icon had signed a “binding written agreement” with him in 2012 for management services. He claimed Robinson had agreed to pay 10 percent of all compensation Robinson received for Robinson’s services rendered or created during the term of the agreement. Podwall argued that he then guided Robinson through key business deals and more than 100 concerts, but that the star had later reneged on the deal.

But during the three-day trial last week, Robinson told jurors that the agreement had not been intended to cover revenue from touring, with which Podwall had little involvement.

An attorney for Podwell did not return a request for comment on Wednesday.

Triller: A Symphony of Innovation, Creating a Financial Phenomenon Beyond Sum of Its Parts

This content was created in partnership with Ascend Agency

In the relentless pursuit of innovation that defines today’s financial landscape, few events stand like Triller’s public listing. As a company at the intersection of AI technology, influencer marketing, combat sports, and entertainment, Triller’s announcement of its filing for a public listing on the NYSE represents a defining moment in investment history. With Cantor Fitzgerald as its bank and Citadel as its market maker, it has attracted leaders in the financial industry to ensure the brand is successful.

Here’s an in-depth look into why Triller’s listing is one of the most exciting of 2023:

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Triller’s AI, initially called Amplify.AI, has redefined user experience. Tailoring content to individual preferences, this innovative tech not only improves user experience but also opens up avenues for monetizable interactions, breaking 750 million every quarter. With comparisons to Open.AI and a valuation north of $23 billion for OpenAi’s similar technology, Triller’s AI machine stands as a significant pillar of growth.

Leveraging influencers has been a transformative element for Triller. Starting with deals with virtually all of the top 100 influencers in the world, Triller followed up by acquiring and building Julius, connecting over 25,000 brands with 2.2 million influencers as one of the largest influencer marketing platforms today. 

Julius used by many of the largest companies in the world is effectively an EBAY for influencers and other brands alike. Triller has created a unique ecosystem, allowing it to navigate a crowded market with finesse, and have a very unique offering to brands, influencers and users. 

While it may not seem natural, Triller’s journey into combat sports further deepend its offering, user base and connectivity. When Triller put on the Tyson V. Jones pay per view extravaganza, it was considered a very risky move. Many didn’t believe it would work and were quick to dismiss it as a soon to be failed experiment.

 Triller,  however, seemed to understand that its unique AI, which finds users or customers from its patterns across the various social media networks, connecting them with relevant brands, products or offerings, could also apply to digital products, not just physical. 

As Combat Sports both crossed into influencer marketing and the core audience was used to paying for it as a product, Triller was able to capitalize on these trends. By using its AI to push digital PPV’s it was able to create what went on to become the most successful Digital PPV event of all time, of its kind. It followed this up with a number of events including the Jake Paul, Ben Askren, The Trillerverz events, setting numerous records, including Verzuz being 8 of the top 10 live Instagram events of all time; and eventually its acquisition of BKFC and FiteTV. 

Although Triller presented itself as a pre-revenue company in 2020 it recognized $3.7 million in 2020. Its growth from 2020 to 2021 was approximately a 7x increase, and it has double both from 2021 to 2022 and projects to double again from 2022 to 203 reaching over a  projected $100 million+ in 2023. The numbers narrate a tale of unprecedented growth, driven by strategic planning, innovation, and adaptation to market trends.

Triller’s story is a financial odyssey that started as a platform for short music videos. The proposed TikTok ban first catapulted Triller into a global sensation, when it became the only app to ever reach number one app in the app store in 80 countries. Since that time the company has steadily been building its user base which now stands tall with over 500 million registered users and it effectuates more than 750 million interactions per quarter, driven by an understanding of market dynamics and agility.

Triller’s public listing on the NYSE is a momentous occasion that could resonate throughout the financial and tech worlds. In the era of relentless innovation, Triller is leading the way. The Triller story illustrates that when the right components align, not only can 1 + 1 equal more than 2, it can equal more than 10. A lesson for entrepreneurs, investors, and businesses alike, the Triller phenomenon is a masterstroke in financial innovation, and its reverberations may be felt for generations to come.

Doja Cat Opens Up About Being in a ‘Committed’ Relationship and Plans to Pause Music to Pursue Acting

Doja Cat has love in her heart and Hollywood on her mind. In the 27-year-old superstar’s new Harper’s Bazaar cover story — one of three “Icons” issues by the publication this month — she opened up about her transition from being a “serial dater” to falling in love with her partner and shared plans to pause her music career someday in order to pursue acting.

“I love love,” confessed Doja, who’s reportedly dating comedian and Twitch streamer J. Cyrus.

“I’m possibly a serial dater,” she continued. “I definitely have had that in me a little bit. But right now I’m in a different place in my life where I am very committed and very much in love in a different way than before. I think I’ve evolved… I feel like a woman who is coming into her own.”

The “Kiss Me More” artist, who’s threatened to quit music altogether multiple times in the past, went on to share her dreams of taking a break from her current occupation to dip her toes into acting — and possibly stand-up comedy. “[Stand-up] is something I’ve definitely considered,” she told the publication. “I actually went onstage recently with Craig Robinson. He’ll get on a piano and just play songs, but he’ll do it in his own Craig Robinson, funny-ass way.”

“I would love to do movies that I believe in,” Doja continued. “I would have to stop the music for a minute. But I would be down to immerse myself in acting for a certain period of time. I love comedies and action films. I want to learn martial arts and be in a film like John Wick.”

Doja is fresh off the release of her second single of 2023, “Paint The Town Red.” The track debuted at No. 15 on the Billboard Hot 100 and is expected to appear on the star’s upcoming fourth, as-yet-untitled album, along with June’s “Attention.”

She also touched on what’s to come with her next musical project for the Harper’s Bazaar “Icons” trilogy, which also featured cover stars Paul Mescal and Kendall Jenner. “This new album is more introspective, but I’m not leaning so hard into that to where it becomes boring,” Doja revealed.

“So I want to give stories and bops. It’s a nice mixture of both,” she added. “I think this project is a really fun canvas for me to play with my rap skills and talk about what’s going on in my life. But I’m not abandoning who I was and what I know about pop and singing and that aspect of music.”

See Doja Cat grace the cover of Harper’s Bazaar below:

Doja Cat, Harper's Bazaar

Mario Sorrenti

The 50 Greatest Rock Lead Singers of All Time

From rock’s early years up until today, the most legendary band leaders to ever grab the microphone.

Lead singers: It’s almost a quaint topic to debate in 2023. These days, huge bands are increasingly rare, and many of the most important rock outfits are primarily the vision of one individual — with the backing band either inconsistent from project to project, or in some cases non-existent. But for the great majority of rock and roll history, the lead singer was more of a quarterback: Just one player on the team, but the one most responsible for calling the plays, for setting the tone and for generally putting numbers on the board. And also the one most likely to end up a superstar, an MVP or all all-time icon.

Here at Billboard, we’re taking a moment to honor those front-of-stage greats: The rock and roll singers who elevated their bands to stratospheric heights, and inspired entire generations of vocalists to follow in the paths they blazed. These are the most legendary avatars from rock’s seven-decade history, the folks who — with their singing, with their songwriting, with their ineffable live charisma and particularly with their undefinable, all-encompassing presence — have done the greatest job of spreading the music’s gospel to all corners of the world, serving as mouthpieces for their bands and spokespeople for the genre.

In assembling our list, we allowed that some bands could have multiple frontpeople considered lead singers, though we only ended up including one per group. But we were picky about the “band” part — groups had to be mostly consistent from one album to the next and play the majority of their own instruments — as well as the “rock” part; while many of the groups here span (and/or defy) genres, we had to be comfortable considering them largely a rock band for them to count here. And most challengingly, we opted to disqualify lead singers whose most famous bands are named after them — Bruce Springsteen, Prince, Joan Jett — because it made the lines between solo artist and band too blurry, and because we’d prefer to use this list to focus on the bands that were more democratically assembled, but whose frontpeople still led the way in singular fashion.

With all that in mind, here are our picks for the 50 greatest lead singers in rock history. Grab a microphone, some hair product and a feather boa or two and get ready to sing and preen along.

BLACKPINK Will Wrap Born Pink World Tour With Two Shows in Seoul

After kicking off their Born Pink World Tour last October, K-pop superstars BLACKPINK are set to conclude their worldwide trek with two new shows in Seoul, South Korea. The girl group announced the new gigs, dubbed the tour’s “finale,” on their Instagram page on Wednesday (Aug. 16).

Through a meticulously curated series of posts that form a larger grid on their page, BLACKPINK shared the exciting news to their 52.7 million Insta followers. On September 16 and 17, the group will play the final two shows of their tour at an as-yet-unannounced venue. The September 17 show will be streamed online via WeVerse; in-person tickets will be available via Interpark, and online streaming tickets will be sold through the Weverse shop.

The upcoming Seoul concerts will bring their Born Pink World Tour to a staggering total of 66 shows. Launched in support of their Billboard 200-topping Born Pink, the tour has visited a litany of cities across North America, Europe, Asia, and Oceania. The group’s last stop before resting up for the two-night finale is at Dodger Stadium in Los Angeles on Aug. 26.

Last week, BLACKPINK celebrated their seven-year anniversary with tributes on their personal Instagram pages, as well as events across the United States and Asia. Their anniversary coincided with a pair of shows at MetLife Stadium in East Rutherford, NJ, on August 11 and 12.

Since their debut, BLACKPINK has stormed the Billboard charts. In addition to topping the Billboard 200 with Born Pink, BLACKPINK has also climbed as high as No. 2 with the release of The Album, their debut full-length studio album. Over on the Billboard Hot 100, they have earned nine entries, including “Pink Venom” (No. 22), “How You Like That” (No. 33),” the Selena Gomez-assisted “Ice Cream” (No. 13), and a collaboration with Lady Gaga entitled “Sour Candy” (No. 33).

Check out the Born Pink World Tour Finale announcement here:

‘Gaming The System’: SoundExchange Sues SiriusXM Over Alleged $150M In Unpaid Royalties

SoundExchange is suing SiriusXM over allegations that the satellite radio giant has been “gaming the system” in order to withhold more than $150 million in royalties owed to artists.

In a lawsuit filed Wednesday in Virginia federal court, the royalties group claimed that SiriusXM has been using bookmaking trickery – namely, manipulating how it bundles satellite services with web streaming services – as part of a scheme to “grossly underpay the royalties it owes.”

“Through its contrived and improper apportionment, Sirius XM has engineered a windfall for itself and deprived artists of the important compensation to which they are legally entitled and desperately need,” wrote lawyers for SoundExchange in the complaint.

The allegations concern the royalties paid under so-called statutory licenses – government mandates that automatically give certain streaming services the ability to broadcast songs for a set price. Crucially, that system sets different rates for revenue from satellite broadcasts (like SiriusXM’s traditional satellite radio) versus that from so-called webcasting services, which are transmitted through the internet.

In Wednesday’s complaint, SoundExchange says SiriusXM has intentionally bundled the two products together as a single offering in recent years, allowing the company to mix the revenue in order to improperly lower its royalty bill.

“Sirius XM is gaming the system: to grossly underpay the royalties it owes, Sirius XM has unreasonably characterized revenue from its bundled product as ‘webcasting revenue’ that in actuality is “[satellite] revenue’,” SoundExchange wrote. “Sirius XM’s revenue apportionment is beyond the pale, and harms music creators.”

According to SoundExchange, that maneuver has allowed SiriusXM to shortchange artists to the tune of $150 million. The company has also allegedly refused to comply with an indepdent audit that found millions in such shortfalls.

“Sirius XM has not paid its bills,” SoundExchange wrote. “By purporting to comply with the statutory license without paying what it owes under the license, Sirius XM has unjustly enriched itself to the detriment of recording artists and copyright owners upon whose music Sirius XM has built its business.”

A representative for SiriusXM did not immediately return a request for comment.

In a statement, SoundExchange CEO Michael Huppe said the group had only resorted to litigation as a last resort. “In recent years we have viewed SiriusXM as a willingly lawful and compliant company that shares our desire for a robust streaming marketplace. But SiriusXM has and continues to wrongfully exploit the rules to significantly underpay the satellite royalties that it owes.”

Travis Scott Floods the Zone with YouTube Release of Full ‘Circus Maximus’ Movie, 4 ‘Utopia’ Music Videos

Travis Scott‘s super-sized roll-out of his Utopia album continued on Tuesday (Aug. 15) with the free YouTube posting of his 75-minute Circus Maximus film, as well as four Utopia music videos.

The trippy film — which played in select theaters on the album’s July 28th release date — opens with a scene in which Scott dreams he is being enveloped by a gigantic sea creature before setting off on a quest across a desolate landscape that brings him to a lavish mansion where he meets up with producer Rick Rubin.

Seen through a keyhole, their interaction initially finds Rubin asking probing questions (“is the house half empty, or completely empty?,” “how are the kids?,” “are you still crying?,” “how about the drugs, are they still working, or are you just tired of them?”) as an exasperated Scott tries to gather his thoughts.

What unfolds over the next hour-plus is a head-spinning film — written by Scot and co-directed by the rapper, Andrew Dosunmu and Kahlil Joseph — that incorporates all 19 tracks from the feature-filled album in a series of colorful vignettes. It bounces from Scott rapping “Hyaena” in an African village, to the MC participating in a Catalan-style human tower build in “Sirens,” all intercut with bits of the Rubin interview.

Elsewhere, there is a futuristic taxi chase set to the Beyoncé-assisted “Delresto (Echoes),” a strobing underground dance party for “Modern Jam” and some fresh footage cued to “Hyaena” and a remix of “Jam” in which Scott stands in front of a massive wall of speakers in Rome’s Circus Maximus, which bleeds into an extended run of footage from the recent album release show in the ancient venue that drew 60,000 fans and a surprise Kanye West cameo.

The break-out videos for “Sirens,” “Modern Jam,” “Hyaena” and “Delresto (Echoes)” are all versions of the clips that appear in the Maximus movie. Utopia has ruled the Billboard 200 albums chart for two weeks in a row, earning 147,000 equivalent album units in the U.S. for the week ending Aug. 10, down 70%, according to Luminate, from its debut the week before with 496,000 units earned.

Check out the Scott videos below.











Meet The Plug, the Nigerian Music Company Behind Afrobeats Stars Davido, Ckay & More

When Davido released his fourth studio album, Timeless, on March 31, it marked a career peak for the Afrobeats star in the United States: At No. 37, it was his highest-charting album on the Billboard 200. It also debuted at No. 2 on the World Albums chart and placed five songs in the top 20 of the Billboard U.S. Afrobeats chart for a career total of 25 — vaulting him above Wizkid into third place among artists with the most entries on the chart. As of Aug. 3, Timeless has racked up 134.3 million on-demand streams in the United States, already outstripping the total number accumulated by his last album, 2020’s A Better Time.

In Nigeria, where Davido grew up and made his name, Timeless‘ success was nothing short of monumental. The album debuted at No. 1 on the country’s TurnTable Charts with 50.4 million on-demand streams in Nigeria in its first week of release — more than the rest of the 49 albums that comprised TurnTable’s Official Top 50 Albums chart that week combined — and remained there for 10 straight weeks and in the top five for 17 weeks. It also set a record when eight of the album’s tracks debuted in the top 10 of TurnTable’s Official Nigeria Top 100 chart, including each of the top four slots. At the midyear mark, it was the biggest album in Nigeria in 2023 with 185.6 million streams despite being released at the end of March, while the rest of the top 10 albums of the year to date had been released prior to 2023.

The success of Timeless was not just a huge moment for Davido but a massive achievement for his Nigerian management company, The Plug. Founded in August 2016 by music executives Asa Asika and Bizzle Osikoya (with live events and branding executive Tobi Mohammed coming on as a third partner in 2022), The Plug started out with the goal of managing producers, DJs and songwriters and has since grown into a full-fledged music company that incorporates management, distribution, publishing, live events, booking and a branding agency (it also represents some of the biggest Nigerian athletes on the planet). The company’s management roster extends beyond Davido (who, as of June 2022, The Plug co-manages outside Africa with LVRN) to include artists like Ckay (whose “Love Nwantiti” was the first-ever No. 1 on the Billboard Afrobeats Chart upon its launch in March 2022), Victony, Bella Shmurda, King Promise, Focalistic, Boj and the super-producer Sarz. The Plug’s live events division created and produces the largest music event in Nigeria, the Mainland Block Party, while its branding division — under Mohammed’s TopBoy moniker — regularly executes campaigns for the likes of Diageo, Pernod Ricard, Pepsi, MTV and more.

“Our goal is to be the biggest independent management and distribution company from Africa,” says Osikoya. “We need to get to a level where we’re not just only working with the people in music and sports alone, but people in fashion, in film. And that means us scaling to the next level of, when anybody is looking to come to Africa or partner with anyone in Africa, The Plug is the only one they think about.”

The story of The Plug begins, in part, with Davido. The Atlanta-born, Lagos, Nigeria-raised Afrobeats superstar began his career in the early 2010s with Asika as his manager, before the two parted ways for several years as Asika focused on his StarGaze Entertainment company. At the same time, Osokoya had his own company, B Entertainment, and was also working with the esteemed Nigerian record label Mavin Records, founded by legendary Nigerian entrepreneur and artist Don Jazzy. When Asika and Osokoya happened to meet up in New York, the idea came to return to Nigeria and join forces as The Plug.

Asika and Osikoyo initially set out to help those producers, songwriters and DJs who largely worked behind the scenes and began to build the company slowly, starting with DJ Obi. But by November, Davido came around asking to work with Asika again — “and the rest was history,” as Osikoyo puts it.

But at that point, that history still had to be created — and Davido and The Plug immediately embarked on one of the most successful single years for an Afrobeats artist at the time. That came off the back of four huge singles, including “If” — named Song of the Year at the 2018 Headies Awards, Nigeria’s biggest music awards show — and “Fall,” which became the first Nigerian song to reach 100 million views on YouTube. Davido would go on to win Best African Act at Britain’s 2017 MOBO Awards, Best African Act at the 2017 MTV EMAs and Best African Act at the 2018 BET Awards.

“We came up with this whole campaign that everyone called Back To Basics, where we approached his career like he was starting out fresh, like a brand new artist,” Asika says. “Everyone always references 2017 as a benchmark; it was probably the biggest year an artist has had on the African continent, ever.”

Around the same time, Mohammed, through his agency TopBoy, was formulating the idea for the Mainland Block Party, which he conceived as a monthly festival for those who lived on the mainland in Lagos. (Lagos, the partners explain, is divided into the mainland and the island, with the latter more of a cultural and event hub and the former more akin to the outer boroughs of New York City.) “When I moved back to Nigeria, I realized there was a social gap between the mainland and the Island,” Mohammed says. “But loads of cool people lived there. So I was like, we should start something here and we’re going to try to make sure it’s cool.”

The first edition of the Mainland Block Party occurred in April 2018, at a burger spot called, fittingly, Burg. (Mohammed calls it “the coolest burger restaurant on the mainland.”) The first edition drew 150 people; the second, 300 people including Osikoya, who began to promote it on social media and brought it to Asika’s attention. Largely through word of mouth, it soon grew to 800 people — at which point Burg kicked the festival out — then to 4,000 and, by December 2018, 8,500 attendees, who came out to see largely rising local Afrobeats artists — “no serious headliner, just vibes,” as Mohammed puts it. At that point, he, Asika and Osikoya decided to expand the festival’s footprint, and today there are Block Party festivals in seven cities in Nigeria and Ghana — including both mainland and island editions in Lagos — with the flagship event held every December. It’s since become the biggest festival in Nigeria by annual footfall, and last December it hosted 20,000 people with Ghanaian star Black Sherif headlining.

Mainland Block Party, Black Sherif

Black Sherif performs at Mainland Block Party in Lagos in 2022.

Courtesy of The Plug

“I’m not going to lie and say I envisioned this growth; everybody who starts something great would hope that it becomes something great, but you can never tell how deep it goes,” Mohammed says. “We’ve gone from Mainland Block Party to creating a global festival now that we’re calling The World Is a Block, which is speaking to the fact that one of the messages of the Mainland Block Party is also the inclusiveness of it. A place where you don’t need to go to the club and get a bottle, you can have 10 dollars and come dance and have fun.”

In 2022, The Plug and TopBoy officially merged, bringing the Block Party and TopBoy’s agency under The Plug, and officially making Mohammed The Plug’s third partner. In the interim, The Plug has been focused on growth and expansion, building out its artist management roster while adding several new verticals to its offerings, including publishing; distribution, under head of music David Edogame; and sports, under head of Plug Sports Lanre Vigo. (The partners make a point to note that The Plug is not a label and doesn’t represent its artists in more than one area; a management client does not go through the company’s distribution network, for example.) It distributes artists such as Zlatan, Fave and Qing Madi, as well as the catalogs of Davido and Mayorkun prior to their respective deals with Sony. This December, the partners expect some 24,000 people at the Block Party in Lagos before expanding to the United States and the United Kingdom.

Notably, The Plug is indispensable to the inner workings of the Nigerian music industry, which operates differently than the music business in the rest of the world due to the particular intricacies of the market, which include its lack of structure and local allegiances. (Artists like Burna Boy and Davido, who have global major label deals, handle their operations in Africa separately.)

“With the success we’ve been able to attain, we’ve been able to build relationships with people who have been in these positions, who we can ask about some of the opportunities that have come our way,” Asika says. “It’s been a lot of learning on the job, being our own biggest critics of ourselves, to the point where we have to sit down with ourselves sometimes and be honest, like, ‘Are we doing this wrong? Are we wasting our time?’”

Now, the goal is further expansion — not necessarily in services, but in reach. Osikoya specifically mentions opening offices across the African continent as a goal within the next three years, while the growth of Afrobeats generally around the world has meant that new partnerships, like the one with LVRN for Davido, are possibly on the horizon, as well as new initiatives for their artists across the board.

And several of their current artists have landed big hits of late — Victony has risen to the biggest heights of his career in the past year on the strength of his massive single “Soweto,” while King Promise’s “Terminator” reaches an all-time high on the Billboard U.S. Afrobeats Songs chart this week, and Ckay’s “Love Nwantiti” remains in the top 10 after 73 weeks. The possibilities are right in front of them now — and their influence is beginning to extend beyond what they can do for their clients into the next generation of the business itself.

“Now, we have more and more people whose parents have seen the success of people in the industry and are allowing their kids to be able to go to university to study things related to the music business,” Osikoya says. “Before, most parents just wanted you to be a doctor, a lawyer, an engineer. Now, people are coming back to Nigeria saying, ‘I studied the music business, I want to work at a label, I want to work at a distribution company, a marketing company, a PR firm.’ These things are helping develop the industry better.”