The term “African Diaspora” refers to the global communities formed by people of Sub-Saharan African descent who have migrated and settled in various parts of the world. Despite their diverse national origin — from countries like Nigeria, Ghana, and Côte d’Ivoire — these communities share a strong cultural affinity. One figure who has played a crucial role in uniting the African Diaspora through music and entertainment is Adesegun Adeosun Jr., more widely known as SMADE.
Born and raised in Lagos, Nigeria, SMADE moved to London at the age of 19. He was the third of 13 children, and although he was reluctant to leave his home, both he and his family believed pursuing an education in the UK was the best path for his future. Coming from a disciplined family background, SMADE was focused on building a traditional career. He completed his undergraduate studies and went on to self-fund a Master’s degree.
However, it was his natural flair for organizing social events that set him on an entirely different path. SMADE became known on campus as the go-to person for throwing memorable parties. Initially, these gatherings were for his friends, but their popularity grew, culminating in an event that attracted so much attention that the police were called. Instead of shutting down his efforts, the police suggested he host his parties in clubs, sparking an idea that would shape his career. SMADE’s first step into the world of entertainment began by organizing club nights for friends and clients celebrating birthdays and special occasions. His reputation as an event organizer quickly spread, and soon he was hosting Afrobeats-themed club nights. At the time, Afrobeats was still a niche genre in the UK, and securing venues for these events proved to be a challenge. Undeterred, SMADE invested his own money to pay for venues that were initially reluctant to embrace the growing Afrobeats culture.
His persistence paid off. Before long, SMADE was organizing events featuring some of the biggest names in Afrobeats, including stars like Davido and Wizkid. His hard work and belief in the potential of the genre began to bear fruit, and he soon found himself being approached by major London venues, eager to host his club nights. After hosting numerous sold-out events at renowned venues, including the O2 in London, SMADE set his sights on something bigger. He wanted to create a platform that could elevate Afrobeats to the global stage. This vision came to life when he partnered with Obi Asika, founder of Echo Location Talent, and Live Nation, one of the world’s largest entertainment companies. Together, they co-founded Afro Nation, a music festival dedicated to celebrating Afrobeats and uniting the African Diaspora through music.
Afro Nation launched in 2019 in Portugal and became an instant success, attracting 15,000 attendees. The festival’s success was due in part to SMADE’s strong relationships with many of the artists who performed, some of whom had become close friends over the years. Afro Nation quickly gained a reputation as one of the premier global music festivals, offering a platform for African artists to headline large-scale events and showcase their talents to an international audience. For SMADE, Afro Nation is not just about music; it is about cultural pride and unity. By hosting events in countries like Portugal, Ghana, and the U.S., he aims to give Black artists a platform to shine while promoting the rich culture of Africa. His work has become a symbol of the growing influence of Afrobeats and the strength of the African Diaspora worldwide.
Beyond music, SMADE’s entrepreneurial spirit continues to thrive. He recently launched a beard grooming kit, drawing on his personal experience as a long-time member of the “beard gang.” This venture reflects his passion for male grooming and his desire to share his expertise with others. SMADE’s success as an ambassador for Afrobeats stems from his genuine love for the genre and his commitment to supporting the artists who make it possible. He doesn’t see his role as merely promoting events, but as fostering a global movement that elevates African music and culture to new heights. His work has helped Afrobeats evolve from a niche genre to a global phenomenon, and Afro Nation has become the centerpiece of this transformation.
