Nigerian street star Seyi Vibez recently released his brand new single, Pressure. The mid-tempo chilled R&B vibe of the record instantly struck a chord, but not for its appealing qualities, but rather for its subtle indication that Seyi Vibez, who had built his reputation as the artist who captures the pulse of the streets in a way no one else can, was now making music with an international gaze.
His seemingly forceful exit from the Damilola Akinwunmi-led Dapper music –the label which had propelled him from niche street hop star to mainstream superstar– to join the Ghazi Shami-led EMPIRE, which had successfully orchestrated Asake’s rapid rise to international superstardom, also fanned the flames of the conversation.
Opinions began flying around on social media, with industry insiders and fans having their say on the matter. A tweet from Nigerian R&B artist Wani Wonder caught this writer’s eye.
His opinion seemed to suggest that EMPIRE were opportunistic and only interested in supporting artists with a track record of hit records. On the surface, Wani seemed to have a point, especially when you consider the number of high-profile Nigerian stars who have pitched their tents with the San Francisco-based music company.
Moments later, Nigerian pop culture journalist Adeayo Adebiyi punctured Wani’s argument with aplomb.
Adeayo is spot on. Since 2019, after the company officially began its monumental collaboration with YBNL Nation label boss and Nigerian music legend/mogul Olamide, the company has established a domineering presence in the Nigerian music market, outmuscling the competition and propelling Nigerian artists to incredible success.
EMPIRE’s rise and incredible success
On Nigeria’s TurnTable Charts, EMPIRE ended 2024 with the overall top artist (Asake), the top song (Kizz Daniel and Davido’s Twe Twe Remix), and the top album (Asake’s Lungu Boy), while securing the second-largest market share at 8.25% among all record labels operating in Nigeria. EMPIRE’s surge was fuelled by major releases from Asake and Fireboy DML, with the label surpassing 1 billion on-demand streams by Q3—a record achievement since TurnTable’s tracking began in 2020. Having since wrestled 2024’s top streaming artist, Seyi Vibez, from Dapper Music and assembled a powerhouse roster including Asake, Fido, FOLA, Olamide, Ayo Maff, Kizz Daniel, BNXN, Tiwa Savage, Black Sherif, and Burna Boy—all set to release albums in 2025—EMPIRE is positioned to capture the largest market share in Nigerian music with a healthy margin, building on their demonstrated dominance across streaming platforms, radio, and genre-specific charts.
With such a track record, attracting and convincing talent is like taking candy from a baby. It’s why they were able to wrestle Seyi Vibez from Dapper Music – It was likely this track record that compelled Fido to push for an exit from his contractual obligations at Inner Circle Music to join EMPIRE. Badboy Timz also forced his way out of his deal with Anonymous Music to join EMPIRE.
The question then is, how have they been able to capture the market as rapidly as they have? This writer attributes their success to a number of important reasons. Key among these are perfect market timing, strategic partnerships, localised operations with global infrastructure and, most notably, the company’s cultural immersion and relationship-first approach.
How they did it
In 2019, EMPIRE execs Ghazi Shami and Nima Etminan flew to Lagos, Nigeria, and met with Olamide, Mobolaji Kareem and Sean Okeke for the first time after both parties had been in business since 2016. They were introduced to other key players in the Nigerian music scene. As Ghazi recollects in a 2023 Billboard article, the EMPIRE leadership being there personally was a big deal.
“We were running around all week, concert to concert, festival to festival, visiting other people’s houses; we went to Fela [Kuti]’s shrine; we were all over the place. We were learning about the country and the music infrastructure. And it was very gratifying that we were received the way we were received, like we’re family. That made me go 10 times harder.” Ghazi says.
This direct, CEO-level engagement showed genuine commitment that distinguished them from major labels, which typically send representatives.
The week spent immersing themselves in Nigerian music culture, attending concerts and festivals and meeting key industry figures helped them get the lay of the land and better understand the terrain they were dealing with. This understanding helped them make critical decisions that have paid off big-time. Some of these decisions include hiring seasoned local executives like Mobolaji Kareem (regional head of West Africa) and Ezegozie Eze, ex-Universal Music Nigeria GM – giving them decision-making authority while providing them access to EMPIRE’s global distribution infrastructure. This model combined local market knowledge with the international reach that Nigerian artists were in desperate need of.
Olamide, EMPIRE and Afrobeats to the world
The partnership with Olamide was a masterstroke. Badoo had already established himself as the King of the streets and the man who could propel any artist to superstardom with his golden touch. By aligning with Olamide and YBNL, EMPIRE instantly gained credibility in the market. As well as access to an inexhaustible pipeline of emerging talents. Since partnering with Olamide, their roster has expanded into a robust one featuring some of the hottest talents in Nigerian music today.
They entered into the market just as the ‘Afrobeats to the world’ movement was on the cusp of exploding and established themselves before the market became flooded with major labels looking to dip their hands in the Afrobeats honey pot. Their incredible success has enhanced their perception as the winning team, which has helped them attract more elite talent. After all, who wouldn’t want to pitch their tents with a machine that has proven successful time and time again?
Of course, they offer mouth-watering financial incentives that make it hard for talents to resist their offers. But that’s how the music business operates. When you combine that with their deep understanding of the market and a remarkably prolific track record, it’s simply hard to turn them down. That’s just the reality.
So, why are Afrobeats artists choosing EMPIRE? The short, simple and straightforward answer: They win.
