Since its inception in 2010, EMPIRE has transformed the global music landscape with its visionary approach, empowering artistes across diverse genres and regions. In 2022, EMPIRE Africa was launched as the company’s African headquarters, solidifying its commitment to African talent. Even prior to its African expansion, EMPIRE had already forged impactful partnerships with Nigerian artistes such as Fireboy DML, the division's first signee, and major names including Wande Coal, Asake, Kizz Daniel, and BNXN. EMPIRE also partnered strategically with Olamide’s YBNL label, underscoring its support of Nigerian music on a global scale.
This week, TurnTable honours Tosin Sorinola, Senior Director of Marketing and Operations for EMPIRE Africa, as its “Executive of the Week.” This recognition celebrates her role in EMPIRE’s recent achievements, including the success of FOLA’s “Alone” (remix) featuring BNXN, which reached No. 1 and held its position on Nigeria’s streaming charts for two non-consecutive weeks. The remix track also has 7.2 million on-demand streams since its release. BNXN’s own track, “Fi Kan We Kan” with Grammy nominee Rema, is currently the top song on Nigerian radio for two consecutive weeks and has 190 million radio impressions.
Adding to EMPIRE’s impressive slate is Asake’s third album, ‘Lungu Boy’, which debuted at No. 1 on the Official Top 100 Albums Chart amassed approximately 200 million on-demand streams, and has held the spot for 12 consecutive weeks.
In an exclusive interview, Sorinola reflects on EMPIRE’s milestones, her own career journey, and the strategies that have helped elevate EMPIRE’s artistes to new heights.
TTC: Could you introduce yourself and tell us about your role at EMPIRE Africa?
TOSIN SORINOLA: My name is Tosin Sorinola, and as the Senior Director of Marketing and Operations at EMPIRE Africa, I develop and implement innovative marketing strategies that amplify our artistes’ presence across Sub-Saharan Africa. I focus on driving awareness and expansion for our diverse roster throughout the region.
TTC: What’s the most rewarding part of working at EMPIRE?
TOSIN SORINOLA: I joined EMPIRE just over a year ago, and it’s been incredible to work with such a passionate team and talented artistes. One of the most rewarding aspects is supporting emerging artistes, watching them grow, and celebrating their milestones. It’s exciting to know I play a role in their journey.
TTC: What makes EMPIRE’s approach to artiste partnerships unique?
TOSIN SORINOLA: EMPIRE takes an artiste-first approach, empowering musicians with creative control, financial independence, and a dedicated team. By seamlessly integrating our label, distribution, and publishing arms, we’re able to provide artistes with the tools and insights they need to succeed. We prioritise their artistic vision and leverage data-driven strategies to shape their career paths. This forward-thinking approach has truly set EMPIRE apart in Africa and beyond.
TTC: Congratulations on the success of “Alone” (remix) with BNXN, which has spent two weeks at No. 1 on the streaming chart. What’s the story behind this track?
TOSIN SORINOLA: Thank you! The collaboration between FOLA and BNXN felt organic and exciting. “Alone” was already a powerful song, and adding BNXN elevated its impact. Big thanks to our A&R team, who saw the potential for this remix to resonate deeply with listeners. We’re thrilled to see the positive reception from fans.
TTC: BNXN’s “Fi Kan We Kan” with Rema has been thriving on the Nigerian radio chart. What drove this track’s success?
TOSIN SORINOLA: "Fi Kan We Kan" is a testament to the power of collaboration. Both BNXN and Rema brought their unique styles, creating a track that is as catchy as it is meaningful. Our team focused on building a robust promotion strategy across multiple channels, capitalizing on the song’s strong melody and visuals. The synergy between the two artistes and the dedication from the EMPIRE Africa team have really driven its success.
TTC: Asake’s ‘Lungu Boy’ has dominated the charts since its debut. How did you and EMPIRE contribute to this project’s journey?
TOSIN SORINOLA: My role involved crafting and overseeing Lungu Boy’s marketing strategy to ensure maximum impact across African markets. Working closely with Asake’s team, we aligned our vision to make sure the album would resonate globally. EMPIRE provided the necessary support and distribution network, bringing the project to listeners worldwide.
TTC: Can you give us a preview of upcoming projects from EMPIRE’s roster?
TOSIN SORINOLA: We have several exciting projects in the pipeline, each showcasing the incredible talent across our roster. Keep an eye out; you can expect some fantastic music coming your way soon!