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Bayo Fatoba

Universal Music Group (Nigeria)
Head of New Business & Live
Adebayo Fatoba is an event production and entertainment pundit; he enjoys creating amazing experiences for entertainment consumers.

Bayo from his early university days (University of Lagos), under the tutelage of Ropo Agunbiade's ON Productions (CokoBar), started organizing Raves and events on campus and running nights Clubs, eventually went on to run and manage a few night clubs in and around Lagos. Co-founding an organization with his friends called "Filmboyz Inc", a movie production outfit which further birthed a sister company called "The Human Discretion Company" with presence in Lagos, Accra and Kampala.

Understanding the need for brand partnership, sponsorship, promotion as well as consumer needs. He loves to manage the process from concept creation, management to flawless execution. Bayo has played a part in putting together the launching of two multinational companies in Nigeria, understanding the local terrain from a well-traveled international perspective. He has partnered with several brands and corporate across the African continent including Wema bank (purple account campus activation), Hennessy (talent management with 605 international) Danfoss Nigeria launch, Bitzer Nigeria launch, Airtel Trace music star (Trace Urban TV) , Viac foundation “kick out malaria Africa project", and also a consultant for Roundbob in Uganda.

Running production of concerts, campaigns, sponsorship management and activation. Bayo loves entertainment and has avid interest in music, the talents and processes in bringing great experiences to life. He likes to meet new people and go to new places as these experiences feed the ideas that are always buzzing in his head. He has then learnt to take those ideas and concepts, turn them into real life events and experiences across the board.

If Bayo is not seeking after his Heineken sponsorship deal (which has not come to the table) as a lover of the drink and the brand, he is catching up with friends and eating catfish pepper soup somewhere on the Mainland in Lagos. Bayo is a very down to earth, ear to the ground expert who understands the way to build brands both locally and internationally and connect them with their chosen audiences.

He was hired specifically for his skill set in mind as the Head of New business and Live at Universal Music Group Nigeria in September 2017.

In the space of two years at UMG, he has created visibility for the divisions under his department across east and west Africa, building brand partnerships as creating live experiences.
Examples are Major Lazer Soundsystem Live in Lagos, DJ Spinall’s party of your dreams (2018-2019), Falana’s tour across Lagos-Abuja-Accra-Kigali, Cocktails in the Wild Lagos-Kampala, Adekunle Gold’s 3 day residency at Terra Kulture, Runway Jazz in 2018, East meets West Kampala.

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