FOR AFRICA - CEO/PR & Marketing @mae_m_c_g - Radio Host @aphrobeats - Co-Founder @bolonmusicgroup - GRAMMY, BRITS, BET, MOBO & Forbes Member - HIGHLIGHTS⬇️
London, England
- Tweets 47,539
- Following 866
- Followers 11,501
- Likes 80,685
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Leading Layi Wasabi’s UK PR campaign has been nothing short of amazing! We did 17 stops over 6.5 days
Thank you for hosting him:
- YouTube
- BBC 1Xtra
- 90s Baby Show
- Uncut Podcast
- In My Opinion Podcast
- Hoil Boys
- Lagos Meets London
- Sent Back Podcast
- Reprezent Radio
- The Beat FM London
- Westside Radio
- Afrobeats Podcast
- The Floor Mag
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Usher just brought out @oxladeofficial at the Global Citizen’s Concert in Accra!!!!
My GOATs 🥺🥺🥺🥺
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I have tears in my eyes!! This is what dreams are made of…
@oxladeofficial shut down Paris 🇫🇷 and France will never be the same!!!!
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Just left Wizkid’s private album listening showcase and MORE LOVE, LESS EGO is everythingggg
Immabout to have it on repeat
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Burna Boy, Tems, Tyla and Ayra Starr all attend this year’s Met Gala
Afrobeats has never had this much representation at the prestigious event. Did they dress to impress? #MetGala2025
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Buju Banton: Name one Afrobeats song that can uplift us?
Me: Here’s 20 that dropped this year…
1. Burna Boy - Higher
2. Yemi Alade & Ziggy Marley - Peace & Love
3. Wizard Chan - Demons & Angels
4. Show Dem Camp, The Cavemen, Nsikak David & Moelogo - Blessings
5. Ladipoe, Rozzz & Morrelo - Hallelujah
6. Young Jonn - Stronger
7. Chike - Man Not God
8. Ayra Starr - The Kids are Alright
9. Tems - Ready
10. Rema - Now I Know
11. Olamide - Morowore
12. Victony - Sunday School
13. YKB - Pressure
14. Llona - Still Scared
15. Soundz & Ema Onigah - Go Harder
16. ShineTTW - Glory (Chose One)
17. Solis4evr, Cruel Santino & Mowalola - Girl on a Mission
18. Tay Iwar, Le Mav & Gold - Trial & Tribulations
19. Asake & Stormzy - Suru
20. GRNDMSTR & WeTalkSound - Nashona Item
Who did I miss?
Buju Banton criticises Afrobeats for having a lack of substance and says Afrobeat artists don’t aim to free Africa or make an impact
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Davido has kicked off one of the most extensive marketing campaigns in Afrobeats to date!
His #1 album dropped 9 days ago. Here are 22 ways OBO is promoting #5ive
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@_graceymae
Please can you do the thread on Davido’s 5ive album release strategy 👏?
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Sonographer says I don’t have PCOS anymore. I was diagnosed 17 years ago.
I rarely share personal news on here but I’m literally in tears. I’m healed. Thank you Jesus 🙌🏾😭
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I hired an intern who interviewed really well but turned out to be workshy. She decided to just not show up one day for work and hasn’t been back since. It’s been 3 weeks.
I thought she was sick or going through something. Just seen TikToks of her enjoyingggg
People really want all the night life of the entertainment industry, without the daytime work. It’s crazy
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Nigerians are so funny.
I’m walking through [redacted] wearing wide legged trousers.
One agbero just shouted “Hello Asake!”
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There was so much symbolism with the entrance
Rema rode the mystical horse wearing the Queen Idia mask just like our ancestors. A subtle nod to Benin/Edo
When the cage lifted, he really set himself free
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Outsiders assemble!
I’ve just heard ‘No Sign of Weakness’ and ODOGWU is stomping on everybody’s head 😂 No literally.
It’s the Burna Boy we know and love with a few crazy surprises. The Rollingstone track is nothing like what you’d expect. The Shaboozey number is definitely Afro-Country. There’s a 3-step number that might just take over summer. He’s got something for the trenches too!! It’s giving range.
If I say more I could be expelled. They even locked away our phones for the playback so here are some clips from the after party!
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Did Teni just come out with this song? This could be a BIG moment for Afrobeats if we’re brave enough to have the conversation
OBA ORIN THE REAL IDAN
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Ayra Starr is at the start of one of the most incredible roll outs Afrobeats has ever seen!
Here are 15 ways the Celestial Being is promoting ‘The Year I Turned 21’
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A short story:
I worked hard for it and I got it
WizKid knew the affliction couldn’t rise a second time!!! 🙌🏾🙌🏾🙌🏾🙌🏾
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Shout out to Machala 🦅 and the littlest crowd ever
@oxladeofficial izzzzz going!!!
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I love what Stonebwoy is doing this Grammy weekend.
He’s not nominated or billed to perform but he’s doing the groundwork. Performing at all the events, spreading his gospel. This is how to lead your revival!
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Final verdict of Wizkid at Tottenham stadium!!!
This was one for the culture. One for the books. A statement of all statements. Afrobeats has arrived. Wizkid is still the GOAT.
Next time, I want more dynamics with the staging, a killer entrance, more storytelling with the graphics, a few surprises, more intentional lighting and actual audience engagement. Daddy Yo talk to us. He’s never gonna give us mad choreography and I’m okay with that!
Bare in mind, I’ve seen Baba perform at festivals, private parties and shows in Ghana, Portugal and the UK…I had the time of my life. Sang at the top of my lungs. Shaku shaku’d to my hearts content. He looked amazing. Sounded strong. Moved with vim!
Starboy dey for meeeee
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Olamide just taught me how to pronounce the name of his brand new project IKIGAI!
I guess I’m fluent in Japanese now 😂😂😂
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Dave really came to shake tables...calling out the Prime Minister for being racist, shouting out Grenfell, shedding light on Windrush, the media’s treatment of Kate v Meghan and so much more. Love to see it #Brits2020
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Rollingstone Africa are looking for new writers, photographers, directors and so much more
Apply here: docs.google.com/forms/d/e/1F…
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Adele, 19
Ayra Starr, 19 and Dangerous
Adele, 21
Ayra Starr, The Year I Turned 21
This truly is her becoming…
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Talk about an opening. The sound at wizkid was incredible. The band were raging. The BVs mics were ON! Dancers came through. Pyros blazing. Graphics shining. Omo.
E tell me say. E tell me say!
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I’ve never seen an Afrobeats artists use graphics and multi-dimensional screens like this at a concert
Rema started his concert with a statement
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Burna Boy killed his performance as the first Afrobeats artist to perform on the main stage as a solo artist 🔥
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The Grammys just announced it’s very first category just for Afrobeats & African music. From 2023, artists will be able to win:
BEST AFRICAN MUSIC PERFORMANCE
So happy to have co-authored the proposal that made this a reality!
Read more about it here: grammy.com/news/three-new-ca…
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Themes in #BlackPanther:
Disconnection of the diaspora #KillMonger
National pride #Okoye
Female leadership #Nakia
Colonisation/theft #Klaw
Innovation #Shuri
Guilt #Zuri
Unity #MBaku
Corruption of leaders not distributing wealth #NJobu
Let’s talk #NoSpoilers
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Today proved that Burna Boy could genuinely be the first Afrobeats artist to do the Super Bowl
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I’m overwhelmed by all the love I’ve got from the Layi tweet! 1,000 new followers and countless DMs of potential new projects. I’m so grateful. God is so good.
“A man’s gift makes room for him and brings him before the great.” Proverbs 18:16
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Also we have to make the distinction between…
Afrobeat: a jazz and funk inspired sound from West Africa with heavy themes of social and political activism
And
Afrobeats: West African Pop music
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Musicians often ask for PR when they really mean Marketing.
“What’s the difference and how does it affect how I promote my music?” ⬇️
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From the trenches to world tours
Oxlade and Asake link up at the Afrobeats Festival last night in Berlin 🇩🇪
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“Organic” doesn’t have a place in successful music careers.
Everything is curated.
Everything is marketed.
Everything is planned.
Those with “organic” blow end up falling off because they don’t have knowledge/funds/connects to sustain their momentum.
Just be genuine, creative and consistent, the rest will follow.
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Unsurprisingly the ladies that played with colour are the most memorable looks of the night
Cardi B and Joey King own green
#MetGala #MetGala2025
Kinda disappointed with how literal the Met Gala red carpet is looking tonight
Very monotonous. Predictable pinstripes. A drape. A cape. A top hat. A cane. Immaculate tailoring - mind you - just… a little safe and predictable
I was really hoping for a dramatic Sapeur moment. The pops of colour we’ve seen haven’t been ghastly
Faves of the night (so far!) are Ms Diana Ross, Teyana Taylor, Coco Jones, Lewis Hamilton and Bryan Tyree Henry
Honorary nod to my favourite ladies in suits:
Ugbad Abdi
Mindy Kaling
Jodie Turner Smith
Jennie
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Do not sleep on US Afrobeats!
I discovered Kang a while back and I’ve had him on repeat. You feeling this one?
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Closing the week on a high! We’ve signed two new clients to MAE 🎉
Welcome CKay and DJames. Let’s get to work!
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Ayra Starr and Tems both performed at Glastonbury this year!
For a notoriously purist festival, this is a pretty big deal
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Nigeria was fully represented at this year’s Met Gala.
Here are some stunning looks from:
Chimamanda Ngozi Adichie
Damson Idris
Shaboozey
Ayo Edebiri
#MetGala2025
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What’s the name of this guitarist? He was giving Eddie Mercury. Live bands love Wiz!
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Stormzy is Bae. He really gave us dynamics and versatility!
How you gonna give us two church choirs, rioting road men, angelic harmonies, Wiley disses, bashment dancers, Ankara fabric, raw vocals, political messages, rain, a Mary Mary sample and BURNA BOY??
#Brits2020
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Last thing, we have so many African and Caribbean collabs!
My faves are…
- Davido & Popcaan, Risky
- Wizkid & Damian Marley, Blessed
- Kranium & Tiwa Savage, Gal Policy
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Shout to Stonebwoy for an incredible show. It was rammed from wall to wall and BHIM Nation were on fire. The band raged. The dancers blazed. 5th Dimension World Tour continues…
Atuuuuuuuu 🇬🇭
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Building out the Layi Wasabi Cinematic Universe was epic!
Shoutout to Don’t Jealous Me and Yemi, Seyi Classic, Papz and Benzo. There’s still more content on the way sooo don’t let me spoil it.
Thank you to Enish, Papi’s Grill and Venue 295 for the nourishment too
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Going viral wasn’t on my cards for closing out the year but here we are.
If you’ve watched the full podcast, you’ll have the context of my observations of supply and demand, ROI, profit and loss, competition, income, equity and liability within Afrobeats.
Here’s to proactive music business conversations.
Here’s to music consumers enjoying the art.
Everything said was from a place of love not malice.
The growth of our genre relies on all of us. Respectfully, I’ve dedicated the last ten years to Afrobeats, I’m not stopping now.
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Managing Oxlade’s European Tour this summer has been one for the books!!!
Where did we not go in these 8 weeks?
Portugal
France
Belgium
London
Germany
Sweden
Norway
Grateful to God to be living the days I prayed for 🙏🏾
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Ayra Starr - and all African acts - deserve to receive their awards on stage. Point. Blank. Period.
Especially, for awards that are supposed to represent Black Music.
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“I was just in the studio with Rema…I’ve got some records with Burna Boy” - Leon Thomas
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Happy to announce that we’ve signed two new clients to MAE!
Can’t wait to make magic with Osas and Young T & Bugsey
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Last night I was arrested by Nigerian Police after an unlawful stop & search at an illegal checkpoint. I was detained at Adeniji Central Police Station with no charge
Today I have tried to follow due process by reporting this to the Complaints Response Unit & British Embassy lol
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Thank you for a million views on this Davido thread! #5ive really is special
Let me know which PR/Marketing campaign you’d like me to break down next ✨
Davido has kicked off one of the most extensive marketing campaigns in Afrobeats to date!
His #1 album dropped 9 days ago. Here are 22 ways OBO is promoting #5ive
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Facts
Fraud money really helped afrobeats. But that’s the story for another day. 85% percent of artistes who blew after 2face era were either into yahoo or sponsored by yahoo money.
But no be internet talk.
Olu maintain didnt just sing yahoozee out of normal inspiration.
Dbanj didn’t just sing mobolowowon for anything.
Psquare didn’t just lose their omoge mi because of iye iye.
Danny didn’t just say 17,18,”19” baby, Mo ti gbowo yennnn for nothing.
Talent needs money. Money that does not fear it can be lost. Money that can be splashed bundle bundle. Money that can be wasted.
Anyone doing music wey your chairman does not have 500 million to waste should forget it or singing for fun.
Nothing be organic blow again.
The ship has sailed.
Talent is only 1 percent. You need the remaining 99.
That’s my only “19” word of advice for you today.
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Real musicians know that music publishing is where the real money is but how do the splits actually work?
Let’s talk music publishing! ⬇️
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What Afrobeats intro is better than THE KICK???
🎥 @aphrobeats
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Tems’ debut album is currently #4 on Apple Music Chart. Her global rollout has been phenomenal!
Here are 15 ways the Rebel Gang Leader is promoting ‘Born in the Wild’
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Wizkid is in his bag. Pure vibes on vibes. Solid features. Some love songs, some songs about the hustle
Literally more love, less ego
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Burna Boy shut down London Stadium!
Only Odogwu could bring out Omah Lay, Phyno, Shallipopi, Odumodublvck, Seyi Vibez, BNXN, Pheelz, Tito & Yuppe, Snoh Allegra and Salif Keita
#BurnaboyLondonStadium
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Surprise of the night, Wizkid didn’t end with Ojuelegba. It was like the third song! He closed with Joro.
The live arrangement had me in my feelings but the closer kinda felt like we hit curfew and he had to run off the stage…
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GÍWÁ: A GRACEY MAE GRANT
I’m so happy to announce that I will be sponsoring 3 young music professionals to attend the 2024 Music Business Academy Course!
To win the 250,000 naira tuition fee, all you need to do is:
1. Retweet this post
2. Follow @_graceymae
3. Reply to this post with a compelling reason why you should win this grant
3 winners will be picked at random! Deadline 11.59pm on 13 August 2024. Winner announced 6pm on 14 August 2024.
This grant is restricted to applicants currently living in Africa. Please check the MBA for Africa website for full details on this 31 week course. Good luck!
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It almost felt like Wiz was gonna close with Essence cos he whipped out these crazy fireworks!
Can you see the galaxy of crowd lights?
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I’m excited about all the girlies coming up in Afrobeats:
Morravey
Bloody Civilian
Qing Madi
Kold
Solis
Raebel
Dami Oniru
Kenah
Who are you listening to?
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I’ve never seen an artist of this calibre openly drop a DJ pack like this
Burna Boy - you genius! Now the DJs have no excuse but to play Tatata 👏🏾
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Musician, you’re missing 60% of your audience in Afrobeats if you rely solely on digital
The World Bank says the internet penetration in Africa is only at 40% so how you reach the rest?
1. Market your music offline - think billboards, posters and flyers, as well as, experiential marketing
2. Explore SMS marketing and instant mobile downloads
3. Print CDs and tapes - you can’t restrict yourself to Apple Music, Spotify and Audiomack
4. Push heavy on radio, TV and clubs
5. Build your community with connection, incentives and value
Happy Sunday!
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African Music isn’t growing at the rate it projected to - could this be the confirmation of the plateau?
Let’s unpack 3 key learnings from the 2025 IFPI Report 2025 - the world’s most comprehensive annual report on the state of music
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