I followed my passion for technology and entertainment; built and managed industry-leading entertainment outfits, contributed to the growth of Africa’s biggest talents, and there’s still so much more ahead.I am Tobi Mohammed,Managing Partner and COO at The Plug (now fully merged with TopBoy, one of Africa’s leading live events and consumer experience agencies). Founder and Creative Director of The Block- Party series – Africa’s biggest monthly youth festival by attendance. Award-winning entrepreneur, culture driver, speaker, and sustainability champion.As Managing Partner and COO of The Plug, I lead the business’ ideation, growth strategy, and brand partnership focus while also supporting the discovery and growth of leading acts such as Davido, Asisat Oshoala, Tobi Amusan and more. My team and I leverage our extensive experience and relationships in agency management, marketing campaign execution, content creation, and culture advisory to support The Plug’s growing clientele who desire immersive experiences to showcase their brands. With over a decade of experience in brand building, events, and 360-degree campaign execution for leading FMCG, telecoms, sports, media, and eCommerce brands demonstrated through negotiations and deals well over 500,000,000 Naira in brand partnerships and sponsorships. Equally notable is managing several A-list talents such as Ayojay, Sess the PRBLM, Rayce, Boj, Victony, and more recently Bella Shmurda, while contributing to the success stories of artists like Falz, Adekunle Gold and Reminisce through music production, and A&R management. I was pivotal in building and growing the fintech Eyowo where I deployed skills in product management and growth marketing to grow its users from zero to over 1,000,000 in two years.Over the years, I have built a brand that has become synonymous with leading innovative and culture-shaping experiences which consumers and brands have partnered with to achieve desired results. The Block Party series, now held in over two continents boast no fewer than 2,000,000 annual attendees. Its popularity and acceptance are fully documented on CNN, BBC, Pulse and featured in Netflix’s original documentary ‘Afrobeats: The Backstory’.Finally, as a sustainability advocate, I am passionate about ending hunger and access to quality education. I do this through donations to reputable NGOs such as Slum2School and directly via my NGO The Block Party Love Project.Looking to collaborate to deepen the socio economic relevance of African entertainment? Reach me on @alhajipopping on social media.
