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Nigerian Music Executives Build Afrobeats' Global Bridge Through Canada

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  Published in Media and Entertainment on Sunday, December 28th 2025 at 15:23 GMT by CNN

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From Lagos to Toronto: How Nigerian Music Executives are Building Afrobeats' Global Bridge in Canada

The global explosion of Afrobeats has been undeniable, but behind the chart-topping hits and sold-out stadium tours lies a complex network of industry professionals working tirelessly to solidify its place on the world stage. A recent CNN African Voices feature highlights a burgeoning hub for this crucial work: Canada, specifically Toronto. The article explores how Nigerian music executives, many having emigrated from Lagos, are leveraging their expertise and connections to build bridges between the vibrant Nigerian music scene and the broader international market, effectively turning Canada into a vital gateway for Afrobeats’ continued global expansion.

The core of the story revolves around individuals like Bizzle Osikoya (founder of Fresh By Nature/Plugged), Ubi Franklin (Made Men Music Group founder), and Prince Joel Zita (managing artists like Burna Boy). These figures, having established themselves in Nigeria's competitive music industry, recognized Canada’s unique advantages: a large Nigerian diaspora, a relatively stable economy, and proximity to the lucrative US market. They saw an opportunity to replicate their success on a larger scale, navigating international complexities that often prove challenging for artists directly emerging from Nigeria.

The article emphasizes that this isn't simply about relocation; it’s about establishing strategic operations. Bizzle Osikoya, for example, explains how Canada offers a more predictable legal and financial environment compared to Nigeria. This stability is crucial for securing funding, negotiating international deals, and protecting intellectual property – all vital components of sustainable growth in the music industry. Fresh By Nature/Plugged, initially known for managing artists like Tiwa Savage, has expanded its operations significantly, now handling licensing, publishing, and artist development across North America and beyond.

Ubi Franklin’s story mirrors this trend. After facing challenges within Nigeria's music landscape (including legal battles and financial difficulties detailed in various reports), he relocated to Canada and established Made Men Music Inc. Canada. He focuses on building a robust infrastructure for artists, including management, marketing, and distribution – services often lacking or underdeveloped in the Nigerian system. The article highlights his efforts to connect Canadian labels with Nigerian talent, fostering collaborations and opening up new avenues for exposure.

Prince Joel Zita’s success managing Burna Boy exemplifies the potential of this Canada-Nigeria connection. While Burna Boy's talent is undeniable, Zita’s strategic management – including securing international distribution deals and navigating complex touring logistics – has been instrumental in propelling him to global superstardom. The article points out that Zita’s presence in Canada allows for a more streamlined approach to these crucial aspects of an artist’s career.

Beyond the individual success stories, the CNN piece underscores a broader trend: the increasing professionalization of the Afrobeats industry. The executives interviewed emphasize the need for greater transparency, standardized contracts, and robust copyright protection – areas where Nigeria has historically struggled. Canada provides a platform to implement these improvements, setting a new standard for how Afrobeats artists are managed and represented internationally.

The article also touches upon the role of the Nigerian diaspora in facilitating this growth. The large and culturally vibrant Nigerian communities across Canada provide a built-in audience and support system for emerging artists. These communities act as cultural ambassadors, introducing Afrobeats to wider audiences and creating demand for authentic African music experiences. Furthermore, the diaspora’s financial contributions – through ticket sales, merchandise purchases, and streaming subscriptions – are vital to sustaining the industry's growth.

However, the article doesn't shy away from acknowledging the challenges. Competition within the Canadian market is fierce, and navigating cultural differences and legal frameworks requires significant effort. The executives also face the challenge of maintaining strong ties with Nigeria while operating in a new environment. The need for continued investment in infrastructure and talent development remains crucial to ensuring the long-term sustainability of this burgeoning industry hub.

Ultimately, the CNN African Voices feature paints a compelling picture of Canada’s evolving role in the global Afrobeats landscape. It's not just about Nigerian executives finding success abroad; it's about building a sustainable ecosystem that benefits artists and fans alike, solidifying Afrobeats’ position as a dominant force in contemporary music worldwide. The Canadian connection is proving to be more than just a relocation strategy – it’s a strategic partnership that’s shaping the future of African music on the global stage. The article suggests this trend will likely continue, with even more Nigerian talent and expertise flowing north, further cementing Canada's position as a key player in the Afrobeats revolution.

I hope this summary accurately captures the essence of the CNN article and fulfills your requirements! Let me know if you’d like any adjustments or further elaboration on specific points.