Amanar Group is steadily positioning itself as a key force in the global expansion of African creativity, operating across music, live events, digital partnerships and cultural development initiatives.

Led by music executive and entrepreneur Abdul Quam Tadese, also known as AQT, the culture-led strategy and project management firm focuses on structuring and exporting African creative ideas to international audiences while maintaining cultural authenticity.

In 2023, Amanar strengthened its European footprint through a strategic partnership with the Afrobeats Festival in Berlin. The event featured performances from Asake, Peter Okoye of Psquare, Oxlade and Victony, attracting a diverse international audience. Amanar handled planning, production, logistics and artist coordination, highlighting its capacity to manage large-scale global events.

Within Nigeria, the firm has become known for youth-focused live experiences, particularly on university campuses. The UNILAG Independence Day Festival, which attracted over 3,000 attendees, was headlined and co-produced by AQT in collaboration with Naija Nation. Performances by emerging artistes such as TML Vibez, TI Blaze and Mavo reinforced Amanar’s role in promoting new talent.

Building on this success, the Independence Day Festival was later expanded to Kaduna State, drawing more than 10,000 attendees. In December, Amanar also organised the Beach House Party in Lagos, featuring DJ Tunez, Terry Apala, Mavo and other entertainers, further cementing its presence in Nigeria’s live entertainment space.

Beyond events, the company invests in creative development through Camp Lagos, an industry immersion programme focused on scaling African music globally. In partnership with American producer Scorp, the programme combines music production with mentorship in branding, legal strategy and international representation.

Amanar has also played a role in connecting global digital creators with African audiences. In early 2026, the firm facilitated American rapper and YouTuber DDG’s first visit to Nigeria, alongside collaborations with local content creators and livestream activations.

Through its work across music, events and digital platforms, Amanar Group continues to build infrastructure aimed at positioning African creativity as a competitive force in global culture.

Source: The Sun Nigeria