Tag: Asake

All eyes are on Sarz as he gears up for the release of his new album Protect Sarz At All Costs, dropping tomorrow September 26, 2025. Widely regarded as one of Afrobeats’ most innovative producers, Sarz has taken his creativity a step further with a rollout strategy that feels more like cinema than traditional album promotion.

The project is expected to be a landmark moment for both his career and the global Afrobeats scene, blending Nigerian rhythms with international collaborations.

Tracklist and Sound Direction

The tracklist reveals Sarz’s ambition to craft a global soundtrack rather than just another Afrobeats project. Here are the confirmed features:

• Grateful ft. WurlD & Ndlovu Youth Choir
• Happiness ft. Asake & Gunna
• Getting Paid ft. Asake, Wizkid & Skillibeng
• Mademoiselle ft. Zeina, Shallipopi, Theodora & Odumodublvck
• BMF ft Fireboy DML, Byron Messia
• Body ft Joeboy
• In A Mustang ft Qing Madi
• Nice n Slow ft Wurld
• Loved Me Then ft Lojay
• African Barbie ft Teni, Libianca
• Up ft Victony
• Billions ft Lojay

A Cinematic Rollout: How Sarz Reinvented Album Promotion

Where most artists drop teasers and trailers, Sarz has opted for short films and skits to build anticipation. His rollout strategy is playful, self-aware, and layered with storytelling, making the campaign as engaging as the music itself.

Mini-Movies and Skits

• A mock press conference where journalists demand answers about the album release date and features.
• A group therapy scene with fans venting frustration about the wait.
• A cinema parody featuring comedian Layi Wasabi, where a film villain demands Sarz’s album as the soundtrack.

These aren’t just promos, they’re part of the artistic universe Sarz is creating. By using humor, drama, and meta-commentary on the music industry itself, he has made his marketing content worth watching on its own.

Sarz has also been strategic about timing. By gradually unveiling features, artwork, and cinematic clips, he’s kept fans guessing and ensured that each reveal makes waves online.

Why This Rollout Matters for Afrobeats

Sarz is blurring the line between art and marketing. His rollout strategy elevates the album into a cultural event, positioning Afrobeats not just as music, but as storytelling with global appeal.

This approach mirrors how major international artists use cinematic universes to market albums, but it’s rare to see it executed at this scale in Nigeria. If Protect Sarz At All Costs delivers musically, it could set a new benchmark for how Afrobeats albums are launched in the digital era.

With Protect Sarz At All Costs, Sarz is not only giving fans new music but also reshaping how an album can be experienced.

As the album drops tomorrow, the real test will be whether the music matches the hype. But one thing is certain: Sarz has proven that creativity in promotion can be just as powerful as creativity in sound.

Nigerian Afrobeats sensation Asake has taken a major step in his career, signing a new management deal with Double Eleven, the management and creative agency led by music executive Alexa Perkins.

The announcement, first highlighted in Billboard’s weekly signings roundup, signals a new era for the hitmaker following his split from long-time manager Stephen Nana, popularly known as Stevenator.

A Strategic Move for Global Growth

With more than 5.6 billion streams worldwide, Asake has become one of the most successful Afrobeats artists of his generation. His third studio album, Lungu Boy (2024), ranks among the top 20 most-streamed Nigerian albums of all time, while his latest project, MONEY, was released this summer under his independent imprint Giran Republic.

Under his new management, Asake is expected to expand his international footprint. Alexa Perkins, who heads Double Eleven, brings deep industry experience from her years working with major labels and distributors including Def Jam, Capitol Records, TuneCore, and EMPIRE. Her track record in artist development and global marketing is seen as a key asset in Asake’s transition from regional superstar to global brand.

Earlier this year, former manager Stephen Nana revealed that he stepped away from managing Asake because the singer’s rapid rise became overwhelming. Nana cited the constant travel demands and the toll on his family life as reasons for the split.

“Asake’s growth was so explosive that it became too much for me to balance with personal commitments,” he admitted in an interview with The Nation.

Building Independence

Despite his exit from Olamide’s YBNL Nation earlier this year, Asake has successfully built a foundation of independence. He owns his masters, runs his Giran Republic imprint, and continues to distribute his music through Empire, a partnership first established in 2022.

The new management deal complements this independence by adding professional oversight and global strategy. Already, Asake has begun making international moves, featuring recently on Gunna’s “Satisfaction” from the rapper’s The Last Wun album.