In 2018, the Afrobeats star Mr Eazi announced a plan to help young African musicians break through. Called emPawa Africa, the programme offered selected artists money to make music videos, mentorship from experienced professionals and help with distribution. Thousands applied. One of the artists chosen, a young singer from Lagos named Joeboy, went on to become one of the biggest new stars in Nigerian music. emPawa showed how an artist could use his success to open doors for others.
Mr Eazi and emPawa 100
Mr Eazi, born Oluwatosin Ajibade, rose to fame with songs such as Skin Tight and Leg Over, blending Ghanaian and Nigerian sounds. Mr Eazi said he wanted to help artists who lacked money and connections to reach audiences. The first phase, emPawa 100, selected one hundred artists from across Africa and gave them grants to shoot music videos.
A smaller group received additional support, including mentoring and a residency with music professionals. emPawa later expanded into distribution and artist services, helping musicians release music on streaming platforms.
Joeboy, ownership and reach
Joeboy’s song Baby became a major hit in 2019, followed by Beginning and other songs. He became emPawa’s flagship success. emPawa promoted the idea that artists should keep more control and ownership of their music. The programme included artists from many African countries beyond Nigeria, reflecting Mr Eazi’s own links to Ghana. The growth of streaming in Africa made emPawa’s model possible, allowing artists to reach listeners directly.
Building careers remains difficult, and many emPawa artists have not achieved major success despite the early support. Other artists and companies have launched similar programmes to support new talent across the continent.
Business and how artists applied
Mr Eazi has invested in other businesses, becoming known as an entrepreneur as well as an artist, and he often speaks about the business side of music. Artists applied online by submitting songs and information. A panel reviewed the entries and selected those who would receive funding. The grants were intended mainly for music videos, which are important for promoting songs on YouTube and television.
Mr Eazi could have spent his money on his own career. He chose to fund a hundred music videos for strangers, and one of those strangers became a star.