Inside the Playbook: Asa Asika on the Perfect Tour Strategy

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In this clip from The Manager’s Playbook , Asa Asika, longtime manager of Davido and co-founder of The Plug , breaks down how Davido’s team built a real touring model across Nigeria and Africa. Asa explains why artists need to build and protect their fanbase at home, how Davido’s Nigeria tour came together, and what it takes to make African touring work at scale from promoters and sponsors to airline partners, routing, ticketing, and infrastructure. He also gets into why stronger live music systems across Africa are essential for the future of Afrobeats, and why global success means more when the foundation at home is strong. A sharp look at touring, artist management, African music…