By Emanuel Okusanya

In recent years, African music has evolved from a promising niche genre to a thriving, profitable industry. In that time, United Talent Agency has emerged as a leader in African and Afrobeats representation: led by UTA UK co-head Obi Asika, the agency represents a large percentage of the continent’s biggest names, including Tyla, Wizkid, Burna Boy (all three pictured above, left to right), Ayra Starr, Tiwa Savage, Odumodublvck and Yemi Alade, to name a few.

Asika, whose Echo Location Talent Agency was acquired by UTA in 2021, brought with him a diverse roster that also includes dance and hip-hop, including Alesso, Bugzy Malone, Chase & Status, Davido, Diplo and Wizkid. Notably, Asika is also the co-founder of the influential Afro Nation festival alongside Adesegun “Smade” Adeosun Jr. He was promoted to UTA partner in March 2024, while retaining his leadership role as co-head of UTA UK

Indeed, the company’s dedication to artist development has a great example in Burna Boy’s journey from intimate venues to headlining New York’s Madison Square Garden and London Stadium. “It goes back to 2018, if I’m not mistaken,” recalls Christian Bernhardt, an executive talent agent at UTA. “He was a small theater act in the U.S., selling between 500 and 2,000 tickets [per show]. Getting him from there to big venues and eventually arenas and even stadiums was the trick.