Nigerian entertainment entrepreneur and impresario Obi Asika has been at the heart of the country’s creative industry for over three decades. As founder and CEO of Storm 360, an indigenous label that launched stars like Neato C, Sasha P, and Banky W, Obi has played a transformative role in Nigeria’s music scene and television landscape.
“I’ve always believed in the power of Nigerian content,” Obi says. “From music to television, our stories and talents have immense value. It’s about elevating that from the sidelines to the global stage.”
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His influence stretches far beyond music. He has been instrumental in producing major Nigerian reality TV shows, including Big Brother Nigeria, The Apprentice Africa, Dragon’s Den Nigeria, Glow Nigeria Sings, Vodafone Icons Ghana, Calabar Rocks, Football Legends, The Voice, Nigerian Idol, and many more. “These platforms are not just entertainment, they are powerful tools for showcasing Nigerian culture and soft power,” he notes.
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Growing up in a family where music, dance, literature, and the arts were deeply cherished, Obi’s creative journey was inspired early on. “My parents valued the arts as one of the greatest pursuits,” he recalls. “A family friend introduced me to legends like Fela Kuti during a holiday in Enugu. That moment sparked a lifelong passion to elevate Nigerian entertainment.”
Obi’s career started in earnest while at university in 1989, when he helped bring the iconic hip-hop group Public Enemy to the UK. “That was my first major engagement with global music,” he says. Returning to Lagos around 1990, Obi launched Enter the Dragon, a nightclub on Broad Street, where he DJed and promoted events.
“At the time, Nigerian talents often worked on intuition, unsure how to build sustainable careers,” Obi explains. “TV and radio were government-controlled and limited. But shows like Clap It World Weekend Raps in 1991, 92 helped pioneer Afrobeat’s development and created opportunities for artists like Junior and Pretty.”
Over the past decade, Nigerian entertainment has matured into a robust industry spanning comedy, fashion, food, music, Nollywood, and more. “Now we are focused on building the business side, creating platforms, monetizing talent, and scaling the industry,” Obi says.
Obi played a critical role in Big Brother Nigeria’s debut local edition in 2005, 06. “We adapted the global format to fit Nigerian culture, adding eviction specials, showcasing Nigerian fashion and music,” he explains. “These innovations have since been incorporated worldwide, embedding Nigerian DNA into the show.”
He credits the entrepreneurial spirit behind Nigeria’s creative sector, from Nollywood to Afrobeats to reality TV, as the same force driving fintech and other emerging industries. “We built talented Nigerian teams, like the 92-person crew on Big Brother Nigeria, many of whom are now industry leaders,” Obi shares proudly.
The creative industries have created millions of jobs in Nigeria, a development Obi cherishes. “Though younger talents have risen, I remain excited by the growth and potential,” he says. While he celebrates international successes, like Wizkid selling out London’s O2 Arena, Obi highlights the untapped value of the domestic market. “We need to better monetize touring, ticketing, and venues at home.”
Financially, he admits the industry hasn’t always been as rewarding as it could be but remains optimistic. “I sometimes wish I was an artist myself, for the personal rewards,” he says humbly. “But I take pride in building the ecosystem that nurtures them.”
Educated at the prestigious Eton College in the UK, Obi combined academic rigor with a passion for entertainment. “My prep school headmaster spotted my sports talent and insisted I attend Eton. It wasn’t planned, but it was a wonderful experience,” he reflects. Afterward, he studied law at the University of Warwick but remained drawn to entertainment, DJing and promoting club nights from age 15.
Returning to Lagos in 1991, Obi’s nightclub and event promotions pioneered Nigeria’s modern entertainment scene. “We faced the usual challenges, wondering if anyone would come, running some of the first flyers in the country,” he says. “Producing shows like Nigeria 99 with FIFA and the Star Mega Jam helped establish the foundation for today’s thriving scene.”
Managing artists is an art in itself, Obi admits. “Each creator has unique quirks and talents. Banky W is family, though not officially signed to Storm 360. The key is to find their unique selling point, what makes them stand out and why audiences should care.”
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“It’s not exact science,” he adds. “Artists face creative dry spells and pressure from the public and media. Our job is to help them manage the drama and emerge sane and successful.”
Obi’s personal background is as rich as his professional one. “I’m from Onitsha, with family ties to Owerri. I took my Ozo title in 1994, a tradition that connects me to my roots,” he says. His late father was an academic and administrator who rebuilt the East Central State with dignity. Obi recently opened Iba Aje, an innovation hub in Onitsha focused on indigenous African innovation, STEM education, and cultural preservation. “Onitsha is Nigeria’s second-largest metro area after Lagos, but many don’t know that,” he says. “Our goal is unlocking opportunities and fostering innovation there.”
Today, Obi Asika serves as Director-General of Nigeria’s National Council for Arts and Culture, continuing his lifelong mission to harness Nigerian soft power and grow the creative economy. From record labels to reality shows, he has helped reshape West African entertainment, igniting a cultural renaissance with global reach.
