“He’s amazingly creative, so he goes beyond music. He’s thinking about what he’s wearing, what his album artwork looks like, singles artworks look like, he’s thinking about his music videos, he’s thinking about things that go beyond music – and that’s what makes him special,” Elizabeth Sobowale on Adekunle Gold.

Seven years ago, Adekunle Gold was nominated for Song of the Year at the Headies Award for his hit single “Pick Up,” it was a deserved nod for an artiste who has found a way to infuse alternative, folk, and R&B sounds to appeal to a mainstream audience. For some artistes, this would have been enough but Adekunle Gold wanted more. And with the help of his management and team led by Elizabeth Sobowale, he is on the path of global domination starting with his first No. 1 record “Party No Dey Stop.”

Over the years, Adekunle Gold has been able to create an immersive experience for his fans leading up to any album release; whether it is his regular newsletters to fans, the different alter egos he takes up (AG Baby to Tio Tequila), an experience is guaranteed from the artiste.

“It goes beyond the music for Adekunle Gold. He cares about what his album cover looks like, what his music videos look like. He is a visionary,” Sobowale reiterates. Change (and good music) has been the only constant in Adekunle Gold’s decade-long career. From the evolution of his music from alt-traditional leaning singer to chart-topping pop/R&B artiste, to his fashion-forward risk-taking style; the brand ‘AG Baby’ has captured zeitgeist of modern Afrobeats. His latest single “Party No Dey Stop” kicks off the Tio Tequila era and what a start it has been.    

“Party No Dey Stop” is Adekunle Gold’s first No. 1 single on an aggregate chart in Nigeria (remarkably, “High” featuring Davido peaked at No. 2 despite reaching the summit of both streaming and radio charts in Nigeria). Some of the records include the biggest streaming tally in a week in 2023, the biggest total activity by any single in a week, and the biggest weekly tally of any single ever on Spotify Nigeria.

These feats earned her the title of Executive of the Week as Adekunle Gold’s manager – and in this interview, she talks about making “Party No Dey Stop,” an album in 2023, and more.

TTC: Can you introduce yourself and what you do?

Elizabeth Sobowale: My name is Elizabeth Sobowale, I’m an artist manager and the Program Director for Music Business Academy.

TTC: How long have you been working in talent management?

Elizabeth Sobowale: I’ve been working in talent management for nine years now. I started just when I was about to leave the University; I was 21 at the time.

TTC: How long have you worked with Adekunle Gold?

Elizabeth Sobowale: I started working with AG [Adekunle Gold] just a year back now. It hasn’t been that long. However, I was quite close to his team and was familiar with everything that’s been going on. It’s great working with someone like AG because not only is he an amazing musician, he is an artiste that cares about everything else around his music. He’s thinking about what he his wearing, what his album and single artwork looks like, He is particular about his music videos, everything really. He’s a creative, a visionary and a perfectionist.

TTC: He has just been signed to Def Jam, and during that period, he has released a new hit song “Party No Dey stop”. How important was it for your team to pick a song that will align with this new important record deal?

Elizabeth Sobowale: To be honest, we weren’t thinking about picking a song to align with the record deal. We just wanted to release what we felt was right and it was a very organic collaboration. AG loved Zino’s last project and randomly I was with my friend Gabby (who runs Marlian Music) on Christmas day, AG called to say Merry Christmas and we ended up agreeing to get in the studio there and then. It was a very organic collaboration.

TTC: “Party No Dey Stop” is No. 1 on the Official Nigeria Top 100 making it the number 1 song in the country right now. It also has the biggest streaming tally by any single on Spotify Nigeria and it broke other records this week. Are you surprised by the success of the single so far?

Elizabeth Sobowale: I don’t want to say that we are surprised because the thing with music is you never really know how the fans are going to receive it. We are just grateful that the song is doing well and that the fans have received it well. A lot of people said it was an unlikely collaboration but for me good music always attracts artists that know good music. There’s so much music being released and it’s hard to stand out but we’re glad people are appreciating how much effort both AG and Zino put into this song. It’s great to see people relating to the lyrics too.

TTC: What more should we expect from Adekunle Gold in 2023?

Elizabeth Sobowale: An album in 2023. AG is working on his next studio album and of course he will be performing a lot. It’s an exciting year!