Every year, TurnTable’s 30 Under 30 list shines a light on the young professionals driving the business of Nigerian music forward. The Class of 2025 is a reflection of the industry’s energy and ambition. It is made up of marketers, label executives, distributors, brand specialists, tour managers and more, who are quietly shaping the sound and structure of today’s Afrobeats.

They are the people behind the hits. The ones building strategies that move a song from the studio to the streets, and from the streets to the charts. Some are mastering the complex world of distribution, making sure music reaches audiences in Lagos, London, New York and beyond. Others are finding creative ways to tell artiste stories through campaigns, media partnerships and cultural moments that connect deeply with fans.

This year’s class has a clear understanding of how to build careers, not just viral moments. They use data to guide decisions, read the pulse of youth culture and understand the business mechanics that turn popularity into longevity. Their work is about more than breaking records; it is about building the infrastructure that keeps artists relevant and thriving.

In a fast moving and competitive market, these executives are proving that influence is not defined by age. They bring agility, fresh thinking and a deep understanding of what drives music consumption today. They are as fluent in the language of digital trends as they are in the details of contracts and tour schedules.

The Class of 2025 is a sign of where Nigerian music is headed. Outward to new audiences around the world, upward in cultural influence, and inward toward more sustainable systems for artists and teams. They are not just witnessing the growth of the industry. They are the ones making it happen.

Olabiyi ‘Badmanmide’ Olamide 

Olabiyi Olamide, widely known as Badmanmide, is a daring creative entrepreneur and culture strategist with an unshakable go-getter spirit. Renowned for his brightest ideas and unmatched ability to bring them to life, he is the CEO of Upnort, a marketing agency shaping music, youth, and event culture through bold, high-impact campaigns.He manages Afrobeats artist Llona, who is the first and only artist to have successfully toured 25 cities in Nigeria,  He co-owns Lagos’ vibrant restaurant Paperbox Eats, and curates Love in the Boulevard Nigeria’s only dedicated R&B event series. 

Fearless in execution and relentless in vision, Badmanmide continues to redefine the boundaries of creativity and culture.

Written by Feyisetan Ajayi – Marketing and Public Relations Executive, Chocolate City

Deji Osikoya

Deji Osikoya is one of the most compelling voices in culture today. Gifted with a voice that feels angelic, he brings colour and nuance to an industry that often punishes its most opinionated. With his fidelity to objectivity and studying the masters, Deji WILL earn your respect—whether or not you agree with him. 

His path here has been both long and unconventional. From a Law student who realised his true passion was in Media and Communications, to breaking into the music industry through Chocolate City, to now shaping the conversation and delivering some of the sharpest interviews in the game on Afrobeats: With An S—each step has seen Deji level up with clarity and class. His journey is one worth paying attention to.

Written by Mayowa Idowu – Co-founder, Editor-in-chief, Culture Custodian

Sien Essien 

Some people discover their creative passion by accident or while earnestly searching for a means of sustenance, the reverse is however the case for Sien Essien, whose love for everything media found him while he was a 15-year-old secondary school student. Since then he’s gone from taking a photo that his then classmate thought was really cool and being compensated with his lunch money, to playing essential roles in several notable music videos on the scene today. 

Years after this, his moves were further consolidated with his work at NATIVE Mag, where he filmed events, interviews and also doubled as a host. Now, Sien has built a reckoning as one of the brightest minds in the video directing and media space; as a streamer - bringing people closer to some of the biggest shows in Lagos or reacting to major music drops from some of the hottest acts.

With a hand in the event hosting jar as well; Sien Street Jamz and a membership with activ. boizzz, there’s evidently no limits to what Sien can do.

Bamise Oyetayo – Senior Marketing Executive, Irvine Partners