Home ARTS & CULTURE Obi Asika: Shaping Nigerian Culture From Entertainment To Government

Obi Asika: Shaping Nigerian Culture From Entertainment To Government

by inlandtownadmin
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On January 12, 2023, President Tinubu appointed Obi Asika as the new NCAC Director General, succeeding Olusegun Runsewe.

Obi Asika, a seasoned leader in entertainment and corporate sectors, founded Storm 360, shaping the careers of Nigerian stars like Naeto C, Sasha P, and others.

Beyond his success in the entertainment industry, Obi Asika’s diverse skill set aligns seamlessly with the objectives of the NCAC. Established by Decree No. 3 of 1975 and amended by Decree No. 5 of 1987, the NCAC globally promotes Nigeria’s Living Arts and Culture. It also supports skills acquisition, youth empowerment, and advances the Arts and Crafts Industry through exhibitions.

In the early 2000s, Obi Asika saw Nigerian music’s potential and dedicated himself to growing what later became Afrobeats.

Founded in 1991, Storms Record played a crucial role in Afrobeats’ development, housing talents that set the pace for Nigerian mainstream music success.

Rapper Naeto CIkechukwu, and Sasha P were all signed to Storm Records. Naeto C is one of Nigeria’s rap greats whose music and style brought sophistication and aesthetics to the rap scene. Sasha P, a female MC, paved the way for a generation of female rappers like Bouqui, Eva, Muna, and others.

The label signed early Street Hop voice Jazzman Olofin and R&B icons Darey Art Alade, Banky W, and Tosin Martins.

Obi Asika, among others, played a key role in Afrobeats’ success by investing locally and contributing globally.

In “Journey of the Beats,” Asika shared taking Afrobeats music videos on CDs to South Africa for airplay on Channel O.

Obi Asika globalized Nigerian music, earning a spot on the African Advisory Committee of the Smithsonian’s National Museum in Washington DC.

In an interview with Culture Journalist Emmanuel Esomnofu, Obi Asika asserted he “was born into culture,” and this statement resonates in his impactful CV, showcasing his impact across different sectors.

Obi Asika’s OutSource Media produced legendary shows like Big Brother Nigeria, The Apprentice Africa and many more.

Passionate about talent development, Asika judges on Nigerian Idol, offering mentorship and valuable advice to aspiring artists.

“Soft power is our greatest strength. Grateful to represent this community at this level,” Asika shared in an Instagram post about his appointment.

Asika comes to this role no stranger to working for the government. In his three-decade industry career, he served as a special adviser to former President Goodluck Jonathan.

Asika is one of many ecosystem leaders that the Tinubu administration has tapped to lead a government agency. Tinubu also appointed Kannywood actor Ali Nuhu as the Managing Director of the Nigerian Film Corporation. Tech founder Tubosun Tijani assumed the role of Minister of Communications, Innovation, and Digital Economy.

Asika and new appointees, despite industry experience, may face bureaucratic hurdles in implementing applauded changes in the government parastatal.

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