The global rise of afrobeats is the result of the relentless efforts of artists, producers and figures from major industry working behind the scenes. One such influential person is Sheriff Oleitan. Salauden, widely known as Oleitan, is a musical plugger, and his work as a music plugger has contributed greatly to the broader perception of the genre.
With years of experience in media and music promotion, Oratan has helped bridge the gap between Nigerian artists and their audiences. His expertise in radio airplay, streaming placement and industry visibility has played a key role in the success of many artists. As the official music plugger YBNL Nationhe was a key figure in promoting his career. Olamide, Adekunle Gold, Fireboy DML, Asake, Lilkech, and Temmie Ovwasa.
Beyond his work with YBNL, Oleitan has expanded his influence on artists of a variety of labels and genres, dealing with 9ice, Reminisce, Small Doctor, Danny S, Solid Star, Korede Bello, Lyta, Mya K, Artquake and Ice K.
Olaitan’s influence is not limited to musicians alone. He works with industry stakeholders such as entertainment executives and media experts, including Tony Payne, ID Kabasa, Kemi Adetiva, Godwin Tom, Bunmi Davis, Eniola Budmas, JJC (Skills), Sheena Peller, Tony Nuwakarole and Akin Arabi (video director).
These partnerships helped shape the infrastructure that supported Afrobeat’s growth.
His work is essential to promoting Nigerian music across national borders and plays a role in solidifying Afrobeat as a dominant force in the global music scene. By continuing to promote artists and fostering industry connections, Oleitan remains a key player in the ever-evolving Nigerian musical landscape.
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