How Companies That Built Community Before Product Are Now Worth Millions

What does it take to shape culture from behind the scenes, without chasing the spotlight?
In this powerful episode of the Afropolitan Podcast, we sit down with Asa Asika—longtime manager to Davido, co-founder of The Plug, and one of the key architects behind Afrobeats' global rise.

Asa opens up like never before about the emotional cost of success, what it really takes to build legacy in the music business, and the blueprint for sustaining relevance after 20 years in the game.

From CKay’s viral breakout to the behind-the-scenes drama of Davido’s 2017 run to navigating fame, friendship, and the future of Afrobeats—this is a masterclass in long-term impact.

🎧 If you're a builder, a visionary, or anyone navigating high-stakes culture work—this episode is for you.

⏱️ Chapters
00:00 – Looking Back at 16-Year-Old Asa
01:00 – What Makes an Artist Worth the Risk
04:20 – CKay & the Unplanned TikTok Breakthrough
05:30 – Legacy, Impact & Building Behind the Scenes
07:45 – Lessons from the Sony Deal & Afrobeats Missteps
09:50 – The Birth of The Plug: Partnership as a Superpower
12:00 – Covid, Introversion & Growing as a People Person
14:00 – Business Roles & Knowing When to Step Back
18:40 – Real Friendship in the Industry
23:30 – Tour Life: When the Body Breaks Down
27:50 – Management as Emotional Labor
31:00 – Storm Records Lessons: It’s Never About Just You
35:45 – Intuition vs. Data in Afrobeats
44:50 – Are Nigerian Artists Pricing Themselves Out of Nigeria?
50:50 – The Break, the Reunion, the Evolution
53:00 – 2017’s Run of Hits: If, Fall, Fire, Like Dat
59:25 – Sitting on Hits & Timing Releases
1:02:10 – The Wedding Speech: A Full-Circle Moment
1:10:50 – Marriage, Maturity & Merging Lives
1:13:00 – Advice to the Next Generation
1:15:30 – Success, Decline & Knowing When to Pivot
1:17:30 – Rapid Fire: Rituals, Venues, and Unexpected Contacts
1:24:25 – Selling Out the O2 & Core Memories
1:26:20 – Missed Opportunities & Celebrating Each Other

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