Asa Asika may be best known as Davido’s manager, but there’s a lot more to the Afrobeats power player than meets the eye.
A quiet powerhouse in Nigeria’s entertainment industry, Asa Asika has carved out a dynamic career as a talent manager, A&R executive, show promoter, and co-founder of The Plug Entertainment. Since stepping into the scene as a teenager, he’s spent nearly two decades shaping the sound and culture of modern Afrobeats—often from behind the scenes.
Born on August 14, 1990, Asika’s rise is a testament to instinct, hustle, and vision. He skipped the traditional academic route, but his track record speaks louder than any degree could. From managing global superstar Davido to building platforms for the next wave of talent, his influence runs deep.
Here are 10 things you probably didn’t know about the man pulling the strings.
1. He Once Dreamed of Becoming an Anthropologist
Before music came calling, Asa Asika had his sights set on anthropology. In a chat with Bounce Networks, he revealed a childhood fascination with history and general knowledge. “I still watch crime shows like Blacklist and Criminal Minds,” he said. “I don’t want to watch a show where someone’s not dying.” Turns out the man behind Afrobeats’ biggest star once wanted to study human behavior — now he shapes culture instead.
2. He Cut His Teeth at Storm Records
Asa Asika’s talent management journey kicked off at the legendary Storm Records, where he organized club appearances and promotions for heavyweights like Naeto C, Ikechukwu, and Sasha P. But his hustle started even earlier—back in high school, he was already managing a student rap group called Bonafide. From school corridors to industry boardrooms, Asa’s been in the game longer than most think.
3. He Threw His First Parties in High School
Long before managing stages, Asa Asika was organizing school parties as a teenager. Alongside friends, he planned events for classmates—an early glimpse into his knack for pulling crowds and spotting talent. Those teenage parties weren’t just fun—they were his first lessons in the business of entertainment.
4. Before Davido, There Was YQ
Asa Asika may be synonymous with Davido today, but his first official client was YQ, then signed to Storm 360. Their early success included the hit single I Like Girls—proof that Asa’s ear for talent was sharp long before OBO entered the picture.
5. He is the nephew of veteran music executive Obi Asika.
Asa Asika didn’t just stumble into the industry—he was born into it. His uncle is Obi Asika, veteran music exec and co-founder of Storm Records. Being around one of the architects of Nigerian pop music gave Asa a front-row seat to the game before he ever played in it.
6. He’s Cousins with Naeto C
Asa Asika’s family tree is deeply rooted in music. He’s also cousins with one of Nigeria’s best rappers of all-time, Naeto C, and at one point, he managed the rap icon’s road gigs and social media. With industry legends at family dinners, it’s no wonder Asa’s path in music was practically written in the stars.
7. He Co-founded The Plug Entertainment
In 2016, Asa Asika partnered with longtime friend Bizzle Osikoya to co-found The Plug Entertainment. What began as a vision to make a lasting impact on the industry has since blossomed into one of Africa’s premier talent agencies. With an impressive roster featuring stars like Davido, CKay, Mayorkun, and Asisat Oshoala, The Plug is now a powerhouse in the music and sports industries.
8. He and Davido Parted Ways But Reunited in 2017
In late 2012, Asa Asika and Davido briefly parted ways amid rumors of a professional rift. Davido reportedly sought stronger management, while Asa’s team hinted the business side had run its course. Despite the split, they remained close friends. By 2017, they were back together, with Davido tweeting, “Welcome back yellow man @AsaAsika! BACK TO BASIC!” That reunion marked the beginning of one of Davido’s most successful years, with chart-topping hits and major accolades.
9. Hip-Hop Head and OutKast Superfan
Though one of the most composed figures in the industry, Asa Asika has his fanboy moments. He proudly claims to be Nigeria’s biggest OutKast fan and once admitted that meeting Jay-Z left him genuinely starstruck—a rare glimpse of the music mogul’s admiration for others.
10. Asa and DJ Cuppy’s Short-Lived Romance
In 2018, Asa Asika and top Nigerian DJ, Cuppy, made their relationship public, though rumors suggested they’d been dating since 2011. Asa even took on the role of her tour manager at one point. However, their romance seemed to fizzle out after Cuppy posted a flirty vacation photo, sparking rumors of a breakup. Though brief, their relationship certainly caught the public’s eye.
