From lecture halls to tour buses: The student helping African artists build careers in the UK
“My goal has always been to help artists build sustainable careers and connect with new audiences”
While balancing her studies at the University of Northampton, Chinenye Mbakwe has quietly established herself as one of the emerging professionals working behind the scenes of the UK's growing African music industry.
The student, media executive, tour manager and music PR strategist recently signed a multi-year tour management agreement with UK charting Afrobeats artist Great Adamz, who is signed to Radikal Records and has gained international recognition through chart success, major live performances and music that has received Grammy Awards consideration.
Mbakwe's journey into the music industry began through media, artist promotion and cultural storytelling before expanding into artist management, live events and touring. Today, she serves as Head of Operations at 99Pluz, a rapidly growing entertainment media platform covering music, culture and entertainment while helping artists connect with wider audiences.
Over the years, she has built a reputation as a trusted point of contact for African artists visiting the UK, supporting projects across media relations, event coordination, artist campaigns and tour logistics.
Her experience includes supporting performances and artist operations connected to major festivals and showcases, including the BBC Introducing Stage at Latitude Festival, while also contributing to live events featuring emerging and established African talent.
Earlier this year, she coordinated the sold-out Hearts & Harmony Valentine's Live Experience alongside Great Adamz and The 99 Band, bringing together artists, audiences and partners for one of Northampton's notable independent music events.
Alongside her operational responsibilities, Mbakwe has played a key role in planning and supporting strategic publicity and promotional campaigns behind several of Great Adamz's most successful releases. Her work contributed to the Grammy Awards Consideration campaigns for the Blessed Boy album and Love Your Neighbor, while also supporting the campaigns behind the UK Black Music Chart No. 1 singles Funke, Body & Soul, Jeje, Umada and Shake. Through coordinated media strategy, publicity and artist operations, she has helped strengthen the visibility and commercial success of these projects across the UK and international markets.
Beyond touring and live events, Mbakwe has supported music campaigns connected to millions of streams across digital platforms. Through PR strategy, media coverage and audience engagement initiatives, she has contributed to the growth of releases including Blessed Boy, Body & Soul, Jeje, Umada and Funke, helping strengthen artist visibility across multiple markets.
Her work in media has also seen her interview artists, creatives and public figures, including MOBO Award-winning acts, while documenting conversations shaping the future of African music and culture. Most recently, she attended the 2026 MOBO Awards as a guest, continuing to expand her network across the UK's creative industries.
For Mbakwe, the focus has always been on creating opportunities behind the scenes.
"As African music continues to grow globally, there is a growing need for people who understand not only the creative side, but also the strategy, media, touring and infrastructure that support artists. My goal has always been to help artists build sustainable careers and connect with new audiences."
Balancing university studies with leadership responsibilities across media, touring and artist development, Mbakwe represents a new generation of professionals helping shape the future of African music in the United Kingdom.
Supporting the Next Generation of African Music
As African music continues to expand its global influence, the need for experienced professionals working behind the scenes has never been greater. Through her work across artist operations, media, publicity, live events and strategic campaign management, Chinenye Mbakwe represents a growing generation of industry professionals helping artists build sustainable careers and reach wider international audiences while continuing her academic journey.
To learn more about Chinenye Mbakwe's work, current projects and professional activities, visit her online platforms, including her Instagram and professional profile hub on https://taplink.cc/nenyembakwe. For media enquiries, collaborations or professional engagements, contact [email protected].