Nigeria Expansion
Market Expansion · Partnership Development · Artist Ecosystem
Not just entering a market. Building an ecosystem around its artists.
Partner
Project
As UnitedMasters expanded into Nigeria, the opportunity was bigger than launching music distribution in a new market. The goal was to arrive with an ecosystem — connecting independent African artists not only to tools for distributing and owning their music, but to global audiences, cultural platforms and commercial opportunities that could help grow their careers.
NBA Africa created new paths to audience and discovery. Don Julio helped turn the launch into a cultural moment with programming designed to support emerging Nigerian talent. Coca-Cola extended an established global music relationship into the market.
The launch demonstrated the broader UnitedMasters proposition for independent African artists: own and distribute your music, reach audiences globally, and access commercial opportunities that can help grow your career.
My Role
- Supported the business development strategy for UnitedMasters’ Nigeria expansion, helping shape the partnership ecosystem around the market entry
- Identified and pursued strategic partners, developing pitches and commercial narratives across NBA Africa, Don Julio and Coca-Cola
- Connected each partnership to tangible value for independent African artists — from audience and discovery to programming and brand opportunity
- Aligned internal teams and external partners around one market-entry story, bringing UnitedMasters’ broader artist value proposition to life on the ground
The Partnership Ecosystem
NBA Africa
A new discovery channel for independent African artists through music placements across NBA Africa’s social platforms — giving artists access to audiences across the continent.
Don Julio
Don Julio helped bring the launch to life through Live From Lagos, with performances from artists including Tobe Nwigwe, Sarz and emerging Nigerian talent.
Coca-Cola
Coca-Cola supported the launch experience while helping demonstrate a core part of the UnitedMasters value proposition: connecting independent artists not only to distribution, but to brands already investing in music and culture.
Media
