Afrobeats Could Have Been Bigger Globally If Early Collaborations Had Happened, Says Asa Asika
Renowned talent manager and entertainment executive, Asa Asika, has stated that Afrobeats could have achieved even greater international prominence if top Nigerian artists like Davido, Wizkid, and their contemporaries had embraced collaborations from the start of their careers.
Speaking during a recent appearance on the Afropolitan Podcast, Asika, who co-manages global Afrobeats star Davido and co-founded The Plug Entertainment, reflected on the evolution of the genre and the missed opportunities for unity among its pioneers.
According to him, the Afrobeats movement has experienced immense success across the world, but the trajectory could have been faster and more impactful if Nigeria’s musical heavyweights had worked together more deliberately in the early 2010s.
“Latin music is big because Bad Bunny, J Balvin, Nicky Jam… they’re all collaborating,” Asika said. “That’s a mistake we made. If Davido, Wizkid, and everyone else who was hot at the time had collaborated more often, Afrobeats might have reached even higher levels today.”
He pointed out that while each artist has carved out a powerful personal brand, the lack of consistent collaborations among major figures in the genre may have slowed collective global momentum.
Joint projects, Asika argued, could have boosted not only streaming numbers and international airplay but also increased ticket prices, tour packages, and overall commercial value of Afrobeats artists on the world stage.
The Plug boss emphasized that a united front among stars would have also cemented the genre’s influence in global markets more quickly, drawing comparisons with the Latin music industry, where collaboration is a dominant strategy.
“Everything would have been stronger—ticket value, shows, streaming, and fan base,” he said.
While Afrobeats has soared in global recognition—with artists like Burna Boy, Tems, Rema, and Ayra Starr achieving major international milestones—Asika believes that earlier collaboration among the genre’s top three (often referred to as the “Big Three”: Davido, Wizkid, and Burna Boy) would have made the movement even more formidable.
He also addressed the tendency of some artists to become detached from their home audience once they attain international fame.
Asika warned that artists must not allow data, algorithms, or global appeal to pull them too far away from the Nigerian music scene.
“We should never be too big to perform at home. No matter how international you become, your core audience still matters,” he added.
Asika’s comments have since generated widespread discussion across social media, with many fans agreeing that the absence of major collaborations among Afrobeats’ leading stars has been a noticeable gap. Some expressed hope that such collaborations may still happen, even as new waves of artists continue to rise.
Though Afrobeats has already achieved unprecedented global visibility—being featured at major festivals, Grammy stages, and Billboard charts—Asika’s remarks have reignited conversations about the importance of strategic unity and how much further the genre could go if its stars worked together more intentionally.
Asika concluded by reaffirming his belief in the future of Afrobeats, adding that the next generation of artists must learn from the past and prioritize collaboration, not just competition.
