In a new series Africa Inc., CNN showcases how African companies are competing and thriving on the global stage. The first episode explores the rise of the African music industry, with host Adefemi Akinsanya profiling the company behind Afro Nation Portugal, one of the world’s largest festivals dedicated to Afrobeats and African music.
https://www.digital.zenithbank.com/ZEQ/ZEQ-jan-2026/index.html#p=1Tracing the industry’s growth from Lagos to Portugal, Akinsanya examines how African music has evolved into a multibillion-dollar global business. Speaking about the origins of Afro Nation, co-founder Obi Asika explains, “Afro Nation came about to prove a point. We wanted to prove that this audience would buy tickets anywhere, and to show that we could do something special.”
The programme follows Afro Nation’s transformation from a festival into a broader entertainment business. Natasha Manley, CEO of The Malachite Group, the company behind Afro Nation Portugal, describes the business as “A global entertainment company, very much with live experiences at the heart of everything we do” and says the business focuses on creating “Deep, immersive, culturally led experiences.”
Reflecting on Afro Nation’s debut event in Portugal, Manley reveals that initial expectations were quickly surpassed. “Within something like 48 hours we’d sold like 20,000 tickets or so. It just took off like a rocket,” she tells Akinsanya. Asika recalls another sign of the festival’s potential, “It wasn’t just about the artists, it was about the whole movement.”
The episode also explores how African artists and music companies are building international careers and businesses. At Lagos based record label Chocolate City, Chief Operating Officer Aibee Abidoye explains why partnerships with global players have become increasingly important, “If we needed to go global, we needed the kind of support and the backbone that I think most major companies have.”
Akinsanya also speaks with Mobolaji Kareem of EMPIRE, who highlights the economic realities that are driving artists to seek audiences beyond their home markets. “There’s something called the economic factor,” Kareem explains, adding that international growth has become essential for many artists and their teams.
The programme examines how festivals such as Afro Nation create commercial opportunities beyond the stage. Kareem argues that the event is, “Not just a platform for artists” but also a venue, “where deals are done off stage.” He says emerging performers can benefit from exposure to brands, promoters, and music executives from around the world.
For talent manager Kevin Boakye, the real value lies in cultivating dedicated fan communities, “The true opportunity is around the fan. If you’re able to command a genuine relationship with a core group of fans who will continue to invest in you over time, you’ve actually built something that’s sustainable.”
Looking to the future, Asika outlines ambitions to expand Afro Nation into new markets through licensing and local partnerships. He says the company’s long-term focus remains clear, “My only focus will be on Africa and the wider diaspora and building entertainment and talent for it.” He adds that African artists have secured a permanent place in the global music industry, “We will always be at the table now.”
African Inc. airs on CNN International at the following times:
