Tobi Mohammed
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Tobi Mohammed | |
|---|---|
| Born | Oluwatobi Mohammed |
| Nationality | Nigerian |
| Other names | Alhaji Popping |
| Occupations | |
| Years active | 2013–present |
| Known for |
|
| Title | Chief operating officer |
| Board member of | The Plug |
Tobi Mohammed (born: Oluwatobi Mohammed), fondly called Alhaji Popping, is a Nigerian talent manager, event promoter, creative director, and music executive. He is the convener of The BlockParty Series (including Mainland BlockParty, Island BlockParty, Capital BlockParty, Garden BlockParty, Premier BlockParty, and Gold BlockParty) and founder of TopBoy Entertainment, a Nigerian entertainment company, he founded in 2013 and served as CEO till 2022, shortly after its merger with The Plug was formalized.[1]
Before the merger, TopBoy Entertainment served as the home to various Nigerian artists, including Raebel, DJ Titanium, Maze x Mxtreme, Bella Shmurda, Victony, DRB LasGidi, and BOJ, and it was popularly known as the organizers of The BlockParty Series. Following its merger, Tobi became one of the owners of The Plug alongside Asa Asika and Bizzle Osikoya.[1]
Career[edit]
Tobi began his early career working at Softcom, a tech company that creates simple and connected tools that solve everyday problems.[2] At Softcom, Tobi displayed remarkable excellence on projects he serviced and rose to the position of VP of Marketing.[2] Tobi was required to build and grow the fintech company, Eyowo, where he deployed skills in product management and testing, growth marketing, and brand ambassador management to grow its user base from zero to over 1,000,000 within two years.[3] Tobi's working experience from Softcom and Eyowo was fused into his brand TopBoy Entertainment, where he showcases his straight in brand building, event curation, and management.[3]
TopBoy Entertainment[edit]
In 2013, Tobi ventured into the entertainment business and founded Topboy Entertainment, an entertainment company. He flagged off his journey, managing talents like Ayo Jay, Sess The PRBLM Kid, Rayce, BOJ, Bella Shmurda. Tobi has also helped launch the careers of many famous Nigerian musicians including Victony and contributed to the success stories of various other artists like Ajebutter 22, Falz, Adekunle Gold, Reminisce, Teezee, and many other New Generation artists, breaking out from Nigeria.[4][2]
Topboy expanded to a full-blown agency in Nigeria and began working on some of the biggest marketing campaigns, culture placement, strategy, content creation, and advisory for numerous brands. It also assisted its clients in executing and recurring branded events from inception to conclusion, anchoring creative counsels, and creating, developing, and producing visual content for brands. It clients include Pernod Ricard, Diageo, Jumia, Pepsi, Metallic Inc., Nike, Inc., Boomplay, Twitter, Spotify, and many others.[4]
Before its formal merger with The Plug in 2022 was finalized, Topboy Entertainment oversaw the management of an expansive talent base, which includes Raebel, DJ Titanium, Maze & Mxtreme, DRB LasGidi, BOJ, Bella Shmurda, and Victony. On 13 September 2022, following the announcement of the merger, Tobi now recognized as Managing Partner and COO of The Plug, brought together his music talent Raebel, DJ Titanium, Maze & Mxtreme, BOJ, Bella Shmurda, and Victony under one business umbrella The Plug.[4]
The BlockParty Series[edit]
In 2018, Tobi founded The BlockParty Series and held its first edition Mainland BlockParty in Lagos, Nigeria.[5] Over the years, The BlockParty franchise has produced other series within West Africa (Nigeria & Ghana) including Island BlockParty, Capital BlockParty, Garden BlockParty, Premier BlockParty, Gold BlockParty, Oringo BlockParty, Premiere BlockParty, and a BlockParty pop-up at Afro Nation.[6] The series has partnered with MTV Base, Spotify, Jameson, Johnnie Walker, and A Whitespace Creative Agency.
The Plug[edit]
In 2022, Tobi became Managing Partner, and Chief operating officer of The Plug, a Nigerian Entertainment company.[1] As COO, he oversees the company's day-to-day operation and was instrumental in the rolling out of The Plug sporting division Plug Sports, a sports management headed by Lanre Vigo, and is known for managing Nigerian football stars Asisat Oshoala, Henry Onyekuru, Uchenna Kanu and Michelle Alozie. In addition to its roaster, it also manages athlete Tobi Amusan, and mixed martial arts Israel Adesanya.
Tobi has navigated The Plug’s wheels into being the culture agency for Diageo, Johnnie Walker, Guinness, Captain Morgan, Gordons Dry Gin, Ciroc and Smirnoff.
Public speaking[edit]
- Social Media Week - Lagos (2020)[7]
- Oxford Africa Conference (2023)[8]
Awards and recognition[edit]
On 7 July 2020, Tobi was list on Afrobeats "LIVE and AWARDS" Power Players of 2019, alongside Moyo Shomade, Bizzle Osikoya, and Asa Asika.[9] On 28 December 2022, TurnTable listed Tobi as one of its Top 30 Music Executives In Nigeria, on its Power List.[10] On 20 December 2023, TurnTable listed Tobi as one of its Top 30 Music Executives In Nigeria, on it's Power List[11] In 2021, Tobi was honored with the Scream All Youth Awards for Most Promising Entertainment Entrepreneur of the Year.
References[edit]
- ^ a b c "The Plug, TopBoy Entertainment Formalise Merger, Announce Mohammed as Managing Partner". THISDAY. Retrieved 17 March 2024.
- ^ a b c Obioha, Vanessa. "Oluwatobi Mohammed: The Young Entertainment Disruptor". THISDAYLIVE. Retrieved 17 April 2024.
- ^ a b Ogundeji, Bayo (14 October 2022). "Tobi Mohammed: A journey of innovation from tech to entertainment". Tribune Online. Retrieved 17 April 2024.
- ^ a b c Ogbonna, David. "From Dream to Reality – The inspiring journey of TopBoy Entertainment". Vanguard Nigeria. Retrieved 17 April 2024.
- ^ "Tobi Mohammed's BlockParty Series: Nurturing Talent in the Music Industry". TurnTable. Retrieved 17 April 2024.
- ^ "Offstage: Alhaji Popping". Digimillennials. 30 September 2022. Retrieved 18 March 2024.
- ^ "TOBI MOHAMMED's schedule for Social Media Week Lagos 2020". socialmediaweeklagos2020.sched.com. Retrieved 17 April 2024.
- ^ "Tobi Mohammed shares invaluable insights on soft power". Daily Post Nigeria. 9 June 2023. Retrieved 17 April 2024.
- ^ "Afrobeats Power Players 2019 Live & Award - Full List". NotjustOk. 7 July 2020. Retrieved 17 March 2024.
- ^ "The 2022 Power List: Top 30 Music Executives In Nigeria". TurnTable. Retrieved 17 March 2024.
- ^ "The 2023 Power List: Top 30 Music Executives in Nigeria". TurnTable. Retrieved 17 March 2024.