Malachite Group Launches Pan-African Talent Agency to Empower African Artists

The Malachite Group (TMG), by its own admission the world’s leading live entertainment platform for African music and talent, today announces the launch of its pioneering talent agency dedicated to representing and empowering music artists and creative professionals across Africa and the global diaspora.

The new venture is designed to bridge international markets with the rapidly expanding African entertainment ecosystem.

The TMG Talent Agency will be led by Obi Asika, founder of The Malachite Group, former Co-Head of United Talent Agency UK (UTA) and founder of Echo Location Talent Agency, who brings decades of experience at the highest levels of global talent representation, music, and entertainment strategy.

Even while at UTA , Asika, a 2022 Pollstar Impact International Honoree , expanded UTA’s roster in the Afrobeats and Amapiano genres and helping each client within those spaces achieve their individual career goals.

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Joining Asika will be Jen Martin, former Music Operations Manager at UTA and Josh Koram, Artist Booker for Afro Nation, the pioneering festivals that form part of The Malachite Groups events portfolio, and Ishbel Macpherson who takes up the role of Artist Booking Manager.

“Built on a vision of cultural connectivity and economic opportunity, TMG’s Talent Agency will focus on elevating African and diaspora talent and creating structured pathways for global career development. The agency will provide world-class representation, strategic partnerships and market access for artists and creatives seeking to grow their presence both within Africa and internationally,” the announcement to the press reads.

TMG Talent Agency will partner with established global talent agencies, acting as a strategic collaborator in the planning, coordination, and execution of tours, appearances and brand activations for international artists across African markets.

TMG leverages deep regional expertise, on-the-ground networks, cultural insight and access to funding to support artists entering these markets. Its services include talent representation, tour logistics and scheduling, brand partnerships, event production and market entry strategy within a highly fragmented sector lacking institutionalised partners.

One example of this is South African superstar TYLA who TMG Talent have confirmed as an inaugural client, in partnership with global agency The Team and led by the African Creative Agency (ACA), We Make Music and HYBE management who represent the artist globally.

This is an evolution of the role Obi Asika has performed in conjunction with the artists representatives since her launch, including securing her first ever live show at Piano People in London in December 2022.

Tyla also performed at Afro Nation in 2023 and returns to headline the festival in 2026 alongside Wizkid, Burna Boy and Asake showing how the TMG eco-system can support artists throughout their career trajectory.

TMG Talent will offer strategic advice across the African continent and consult on touring opportunities.

Asika, in a 2022 Pollstar interview on the rise of Afrobeats and Amapiano genres said, “We really want to help with the touring side of things. There’s a lovely stadium, there’s a lovely arena in Rwanda, there’s people building arenas in Nigeria at the moment. I’d love to see the top artists in the world coming in, not just for a one-off, but bringing their real show, the full production, and do four shows in the space of a week. It’s not something we’re going to be able to do on our own, but there’s lots of people on the continent that want to make it happen, and lots of artists that want to make it happen as well.”

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_Originally reported by [Pollstar](https://news.pollstar.com/2026/06/15/the-malachite-group-launches-pan-african-talent-agency/)._