In a move that signals his continued ascent in the global music market, Nigerian Afrobeats superstar Asake has forged a strategic partnership with Double Eleven, the Los Angeles-based management and creative agency helmed by Alexa Perkins.
The development comes as part of a broader wave of artist signings at the company, positioning the 28-year-old artist for expanded international reach.
The partnership arrives at a pivotal moment in Asake’s remarkable career trajectory. His third studio album, ‘Lungu Boy,’ set a new record for the highest opening-day global streams for a Nigerian album on Spotify, with 9.2 million streams, while tallying 5.86 million streams on Spotify Nigeria on its opening day. The record-breaking performance underscores the artist’s growing influence in both domestic and international markets.
Since bursting onto the scene, Asake has demonstrated an extraordinary ability to capture audiences worldwide. His cumulative streaming numbers paint a picture of unprecedented success for a Nigerian artist, with over 5.6 billion streams across all platforms to date.
According to TurnTable Charts, ‘Lungu Boy’ was named the biggest album of 2024, garnering 214.4 million streams and establishing itself among the most successful Nigerian albums of all time.
The artist’s momentum shows no signs of slowing. This summer marked another milestone with the announcement of his fourth studio album, titled “MONEY,” which will debut under his newly launched independent label, Giran Republic. The move toward label independence, coupled with high-profile collaborations like his recent feature on Gunna’s track “Satisfaction” from the rapper’s album “The Last Wun,” demonstrates Asake’s strategic positioning across different musical ecosystems.
Double Eleven’s involvement represents more than traditional artist management. The agency’s reputation for creative direction and strategic partnerships suggests a comprehensive approach to artist development that could further amplify Asake’s global presence. The partnership comes as Afrobeats continues its remarkable international expansion, with Nigerian artists increasingly finding mainstream success across North American and European markets.
Industry observers note that Asake’s career trajectory mirrors the broader globalization of African music. His third album, ‘Lungu Boy,’ became his third consecutive number one album in Nigeria and the longest-running number one in Nigerian chart history, while his accolades include recognition from major international award bodies.
The timing of this partnership appears particularly strategic as the music industry continues to recognize African artists’ commercial viability and cultural influence. With his proven streaming power, record-breaking album performance, and now expanded management infrastructure, Asake appears well-positioned to build on his already substantial success in the global marketplace.
As the artist prepares for the release of “MONEY” and continues to break new ground in international collaborations, this partnership with Double Eleven may prove to be the catalyst for the next phase of what has already been a meteoric rise in contemporary music.
WHAT YOU SHOULD KNOW
Nigerian Afrobeats superstar Asake has partnered with major LA management agency Double Eleven to expand his global reach, leveraging his massive success of over 5.6 billion streams and record-breaking albums. With his upcoming fourth album, “MONEY,” set to be released on his own label and high-profile international collaborations already underway, this strategic move positions him to capitalize on Afrobeats’ growing worldwide popularity and potentially become one of Africa’s biggest global music exports.
