Inside the Playbook: Asa Asika on How To Get Brands To Pay Your Artist

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In this clip from The Manager’s Playbook , Asa Asika, longtime manager of Davido and co-founder of The Plug , breaks down how brand deals, DJs, promoters, and local culture all connect when you’re building a global artist. Asa talks through Davido’s partnerships with brands like Martell, Puma, PlayStation, and major African phone companies, while explaining why artists have to be careful not to turn their platforms into nonstop ads. He also gets into the shift in Lagos nightlife, why the industry needs to stop calling every African sound “Afrobeats,” and how trusted DJs, street teams, and local promoters help move records and sell tickets around the world. A real look at brand strategy,…