Stephanie Adamu steps away from the label system to launch Kobra Culture - a new era of African diaspora-centric marketing

03 December 2024 - Press release

 

Stephanie Adamu, a visionary force in global music marketing, has announced her departure as UK Marketing Director at EMPIRE to launch her own marketing agency, Kobra Culture. With over a decade of industry experience, including shaping the international rise of Afrobeats, Stephanie’s new venture will champion global diaspora-centric storytelling and innovation. Kobra Culture, founded in late 2024, aims to amplify the voices of diasporic communities and create campaigns that connect cultures while celebrating heritage.

Stephanie’s illustrious career includes groundbreaking work that propelled artists to global success. At EMPIRE, she played a pivotal role in Fireboy DML’s global hit ‘Peru’ featuring Ed Sheeran, which charted in over 61 countries and surpassed one billion streams. She also spearheaded the marketing of Asake’s ‘Mr Money With The Vibe’ album, a record that dominated the UK Official Charts for nine weeks, with standout singles like ‘WOA’ and ‘Lungu Boy’ making history.

From her early days with Universal Music Nigeria’s International team, where she led global campaigns for the likes of Giggs, Darkoo, Juls, Masego, and Justin Bieber, while managing the end-to-end marketing of Universal Music Group (UMG) African campaigns in international markets, and collaborating with regional and global marketing teams and several labels within UMG worldwide, to becoming one of the architects of Afrobeats' global influence as EMPIRE’s UK Marketing Director, working with the likes of Kizz Daniel, WSTRN, BNXN, Black Sherif, Gabzy, Olamide, and Rotimi, among others, Stephanie has built a reputation for innovative campaigns and meaningful connections between artists and global audiences.

Her new venture Kobra Culture, which has already begun strategic marketing campaigns for Warner Music Nigeria, MTV EMA award-winning global music star Tiwa Savage, and YBNL’s DJ Enimoney, represents a natural evolution in Stephanie’s journey. Driven by the mission of connecting the global diaspora, building bridges, and shaping culture, the agency will blend grassroots authenticity with cutting-edge marketing strategies. Focused on artist development, brand collaborations, and cultural impact, Kobra Culture is set to redefine the role of marketing in the entertainment industry. “The diaspora has long inspired the world, but now it’s time we take control of our narrative,” Stephanie states. “Kobra Culture is about creating a platform where diasporic voices are amplified, and their stories are told on their terms.”

As she begins a new era with Kobra Culture, Stephanie is not just leaving a legacy within the label system, but is pioneering a new model for the intersection of culture, marketing, and empowerment on her own terms. By stepping away from the traditional label system, Stephanie is embracing the freedom to forge a path that connects people, celebrates heritage, and drives cultural change. As she sets out to rewrite the script for what marketing in the cultural and entertainment industries can achieve, her vision is to bridge the global diaspora through campaigns that inspire, connect, and spark transformative conversations. As the music industry continues to evolve, all eyes are on Kobra Culture to lead the charge in creating a more inclusive and dynamic future.