Inside the Playbook: Asa Asika on The Reality of Breaking Records in the TikTok Era

On this episode

About this episode

In this clip from The Manager’s Playbook , Asa Asika, longtime manager of Davido and co-founder of The Plug , talks about protecting the art before chasing the business. Asa breaks down why music has to stay rooted in creativity, instinct, and purpose, even as the industry shifts toward independence, platform-driven discovery, and new ways of building global careers. He also shares key moments from Davido’s journey, including taking risks with early DJ support, launching the “Who Is Davido?” documentary, and turning a birthday post into a major brand partnership. A sharp conversation on creativity, independence, artist strategy, brand building, and using star power for something bigger than…