University of Northampton Student Signs Multi-Year Tour Management Deal with UK Charting Artist Great Adamz

While balancing her studies at the University of Northampton, Chinenye Mbakwe has quietly built a reputation as one of the emerging figures working behind the scenes of the UK's growing Afrobeats industry.

The student, media executive and tour manager recently signed a multi-year tour management agreement with UK-based Afrobeats artist Great Adamz, whose music has achieved chart success and international recognition through Radikal Records.

Mbakwe's journey into the music industry began through media, artist promotion and event coordination before evolving into tour management and artist development. Today, she serves as Head of Operations at 99Pluz, a rapidly growing entertainment media platform that has amassed hundreds of thousands of views across its digital channels while covering music, culture and entertainment.

Alongside her role at 99Pluz, Mbakwe has played a key role in supporting artists and live events across the UK. Her experience includes coordinating and supporting performances connected to major music events and festivals, including the BBC Introducing Stage at Latitude Festival, as well as multiple live music showcases featuring African talent.

Earlier this year, she coordinated the sold-out Hearts & Harmony Valentine's Live Experience, bringing together audiences, artists and partners for one of Northampton's notable independent music events.

Her work extends beyond live events. Through music PR and campaign strategy, Mbakwe has supported releases connected to millions of streams across digital platforms, helping artists build visibility through media coverage, storytelling and audience engagement. Her work with Great Adamz has contributed to successful campaigns surrounding tracks including Blessed Boy, Body & Soul and Funke, while supporting the growth of an artist whose work has received international recognition, including Grammy Awards consideration.

She has also conducted interviews with artists and public figures through her work in media, including conversations with rising talent shaping today's music landscape. Most recently, she attended the 2026 MOBO Awards as a guest, continuing to expand her network within the UK's creative industries.

For Mbakwe, the goal has never been simply to work in music, but to help create opportunities for artists navigating an increasingly competitive industry.

"As African music continues to grow globally, there is a growing need for people behind the scenes who understand strategy, media, touring and artist development. My focus has always been on helping artists build sustainable careers and connect with new audiences."

Balancing university studies with leadership responsibilities in media, live events and artist management, Mbakwe represents a new generation of creative professionals helping shape the future of African music in the UK.