Stephanie Adamu announces Kobra Culture agency

Founded in late 2024, Kobra Culture seeks to champion global diaspora-centric storytelling and innovation. Specifically, the firm aims to amplify the voices of diasporic communities and create campaigns that connect cultures while celebrating heritage.

Kobra Culture, already running strategic marketing campaigns for Warner Music Nigeria, Tiwa Savage, and YBNL’s DJ Enimoney, combines grassroots authenticity with innovative marketing strategies with a key focus on artist development, brand collaborations, and creating cultural impact.

“The diaspora has long inspired the world, but now it’s time we take control of our narrative,” Adamu said. “Kobra Culture is about creating a platform where diasporic voices are amplified, and their stories are told on their terms.”

Until her departure, Adamu, who boasts over a decade of industry experience, including being credited with helping shape the international rise of Afrobeats, was marketing director at EMPIRE UK.

There, she played a pivotal role in Fireboy DML’s global hit ‘Peru’ featuring Ed Sheeran, which charted in over 61 countries and surpassed one billion streams. She also spearheaded the marketing of projects by Asake.

From her early days with Universal Music Nigeria’s International team, where she led global campaigns for artists like Giggs, Darkoo, Juls, Masego, and Justin Bieber, to managing end-to-end marketing for Universal Music Group’s (UMG’s) African campaigns in international markets, Adamu has worked closely with regional and global teams across UMG. She later became one of the key architects of Afrobeats’ global rise as EMPIRE’s UK marketing director, collaborating with artists such as Kizz Daniel, WSTRN, BNXN, Black Sherif, Gabzy, Olamide, and Rotimi, among others.

“As she begins a new era with Kobra Culture, Stephanie is not just leaving a legacy within the label system, but is pioneering a new model for the intersection of culture, marketing, and empowerment on her own terms,” a statement adds. “By stepping away from the traditional label system, Stephanie is embracing the freedom to forge a path that connects people, celebrates heritage, and drives cultural change. ”