Amanar Group scales African creativity for the global

stageAmanar Group is emerging as a quiet but formidable architect of Africa’s creative ascent, reshaping how African ideas are structured, amplified, and carried beyond the continent’s shores. The culture-led strategy and project management firm, led by global business mogul and music executive Abdul Quam Tadese — known simply as AQT — operates across music, live events, creator partnerships, fashion, and cultural initiatives, positioning itself as a bridge between Africa’s creative pulse and the wider world.

In 2023, the company strengthened its European presence as a strategic partner for the Afrobeats Festival in Berlin, an event that drew a diverse audience through performances by Asake, Peter Okoye of Psquare, Oxlade, and Victony. Amanar coordinated planning, production, logistics, and artist liaison, demonstrating its ability to deliver large-scale international events that remain rooted in African culture while resonating globally.

At home, the firm has built a reputation for high-energy, youth-focused live experiences, particularly within Nigeria’s university and campus scene. The UNILAG Independence Day Festival, which sold out and attracted more than 3,000 attendees, was headlined and co-produced by AQT under the Amanar banner in collaboration with Naija Nation. Performances by rising artistes such as TML Vibez, TI Blaze, and Mavo underscored Amanar’s role in elevating new talent within the country’s entertainment ecosystem.

Riding on that momentum, Amanar expanded the Independence Day Festival to Kaduna State, where it drew over 10,000 attendees, signalling its growing influence across different regions of Nigeria. In December, the company further marked its imprint on Lagos’s festive calendar with the much-publicised Beach House Party, billed as “the biggest beach house party”. The event featured DJ Tunez, artistes Mavo and Terry Apala, streamer Ryenzo, socialite Ini Cash, and Korean internet personality Silly, among others, reinforcing Amanar’s standing as a curator of premium youth experiences.

Beyond events, Amanar has invested in creative development through Camp Lagos, a multi-disciplinary industry immersion programme that brings together artists, executives, and professionals to examine how African music can scale globally without losing its essence. In partnership with Scorp, a multi-platinum American producer, the initiative blends studio production with mentorship in branding, legal strategy, and international representation. Alumni such as Ayanfe of DMW, Ceeza Milli, and Tunde Phoenix — former manager of Asake — reflect the company’s commitment to long-term artist development and strategic planning.

On the digital front, Amanar has played a key role in linking global creators with African audiences. In early 2026, the firm facilitated the first visit to Nigeria by American rapper and YouTuber DDG after he discovered he is 22 per cent Nigerian. While in Lagos, DDG collaborated with local creators, including CarterEfe, Peller, and Shank Comics, producing viral content such as a dating-format video and a “Nigeria Takeover” livestream on Twitch. Amanar also supported American streamer Ry Enzo’s Nigeria activations, further illustrating its ability to translate African youth culture to a global digital audience.

Through music, live experiences, fashion, and digital partnerships, Amanar Group continues to build the infrastructure that allows African creativity to thrive on the world stage. Under AQT’s leadership, the company marries strategy with cultural insight and operational discipline, proving that African creativity is not merely to be exported, but to be reckoned with — capable of leading, shaping, and redefining global culture.