Africa’s music industry has surged in popularity, transcending borders and influencing the global soundscape. As industry leaders like Burna Boy, Davido, and Wizkid rise to international fame, African music is increasingly a powerful cultural export. Behind the scenes, PR and talent managers such as Nigerian born talent manager, Hope Odabi plays a critical role in elevating artists, reshaping brand narratives, and expanding market influence.
Hope Odabi’s influence as a PR strategist and talent manager stretches across multiple industries—from entertainment and lifestyle to technology—giving her a unique vantage point in the African music business. Known for her work with popular and engaging artists, Dabi has been a vocal advocate for supporting emerging talent and spotlighting African artists on the global stage. Through her firm, The Dabigal Media House (DGM), she has championed strategic campaigns that navigate the complexities of international markets while preserving the authenticity of African music.
Africa’s PR Revolution: Building Global Audiences Through Strategic Brand Positioning
“African music has so much to offer but to truly reach international audiences, we need more than talent; we need strategic branding that resonates across cultures,” Dabi notes. The PR strategies she and her team at DGM deploy are designed not just to gain exposure, but to cultivate a long-term following and loyal communities around artists’ brands. By tapping into digital marketing, PR campaigns, and social media, she creates a holistic approach to artist promotion that positions African talent as global superstars.
One key approach involves leveraging popular social media platforms, particularly TikTok, to generate viral content. For instance, a recent TikTok campaign for Nigeria/Jamaican artist Track Starr’s single “Shut it Down” has demonstrated the impact of aligning PR with the power of influencer marketing. “TikTok has redefined how artists connect with fans—it’s one of our primary platforms for expanding reach and building organic engagement,” she explains.
The Afrobeats Boom: Changing the Global Music Landscape
Odabi’s expertise is also rooted in her understanding of Afrobeats as a cultural and musical movement. In her interview with US Times earlier this year, she highlighted the unique rhythm and soul of Afrobeats that speaks to a universal audience. “Afrobeats embodies the vibrancy and resilience of African culture. It’s more than just music; it’s a movement,” she remarked. This cultural significance has not only amplified Africa’s presence on the global stage but has also opened new avenues for business, sponsorships, and brand partnerships that fuel economic growth across the continent.
The Role of PR in Africa’s Music Ecosystem
Through her social media presence on @thedabigal, Odabi frequently shares insights into the changing music landscape and encourages artists to invest in their brand development. Her latest ebook, BRAND YOU: THE ART OF INTENTIONAL BRANDING, provides a roadmap for emerging artists and businesses alike, emphasizing the importance of intentional branding. “Branding isn’t just for the artist; it’s for the people supporting them too—the fans, the sponsors, and the culture,” she asserts.
Her approach underscores the need for a structured PR industry within Africa’s music scene. While many African artists achieve success within their home countries, scaling globally requires a refined and calculated approach to media relations and brand positioning. Odabi’s perspective aligns with the current trajectory of the African music business, as PR agencies and media houses are becoming indispensable for connecting African talent with a global audience.
A Vision for the Future
As African music continues to grow, Hope Odabi is clear about the path forward. “Our goal should be to build an industry that’s self-sustaining and globally competitive, without losing our cultural essence,” she shares. She envisions an African music industry where artists and executives take center stage, not only in terms of creative output but in building sustainable careers, creating wealth, and inspiring future generations.
For the next wave of African music entrepreneurs, Hope Odabi provides a blueprint: stay true to your roots, be strategic, and harness the power of PR to make your mark on the global stage.
