Ogaga Sakpaide’s quiet power in African entertainment

In an industry driven by glitz, headlines, and viral moments, Ogaga Sakpaide—widely known as Ogagus—is the man behind the curtain.

The Nigerian music publicist, writer, talent manager, and consultant has quietly become one of the most influential forces in African entertainment.

With a career spanning over a decade and collaborations with artists like Chike, Yemi Alade, and Diamond Platnumz, Ogaga has helped shape the African music scene from behind the scenes.

Ogaga started at X3M Music, cutting his teeth on publicity work for R&B artist Praiz. He later wrote for platforms like tooXclusive and Hip TV, building industry credibility and a keen eye for artist development. But his major impact came with Chike, whose rise from TV talent show finalist to certified hitmaker didn’t happen by luck.

"One of the pivotal moments was deciding to rework Running from Boo of the Booless with Simi," Ogaga recalls. "We had the original version, but adding Simi with the original instrumentation brought the track to life in a new way. That record blew up—one of the biggest songs in Africa that year."

It did more than that. Running (To You) became the most-watched Nigerian music video on YouTube in 2021. It cemented Chike’s reputation and, equally, Ogaga’s strategic prowess.

The Power of Authenticity

Asked what his secret is to nurturing long-lasting artist-brand relationships, Ogaga doesn’t hesitate: "Authenticity. Your story has to be true to you. Your world, your image, everything has to be real because the audience can tell when you’re faking it."

He coaches artists to find their unique voice and build a narrative around it. “If you're true to yourself and your art, you’ll naturally attract a loyal audience. That’s how you build a niche and grow from there.”

In his view, every artist has their own ecosystem. "Not everyone is going to have the same path. Some artists blow up overnight, some take years. But if you stay consistent and authentic, your moment will come."

Ogaga’s vision for the African music industry goes beyond PR. He’s vocal about the need for African artists to support local media, award shows, and press platforms.

"We can’t always chase global recognition without giving back to the base that built us," he says. “Respect the home fanbase. They’re the fuel. And respect the African press too—tell your story here before you take it out there.”

He stresses that building superstardom still requires traditional PR. "Social media might give you a viral moment, but traditional PR makes you a star. You still need radio, TV, and magazines. Rema, Yemi Alade, Chike—they all have traditional media on lock."

Fitness and Focus

Beyond the music boardrooms, Ogaga is a fitness enthusiast—and he draws a strong link between the gym and his hustle.

"Fitness keeps me sane. Some days I’m killing it, other days I’m just trying to survive," he says with a laugh. “But it teaches you discipline. Time management. Patience. And those are things you need in this business.”

He admits that one of the most underrated fitness hacks he's discovered is simple: "Lift weights and walk. That’s it. You don’t have to go mad with cardio. Hit your steps daily and train smart—your body will thank you.”

Fitness has also taught him a crucial lesson for artist management: patience. “Artists are like gym goals. You can’t expect results in a week. Some are chill. Some are hard to handle. But like bodybuilding, you just have to stick to the plan.”

Right now, Ogaga is fully focused on growing Chike’s brand and launching a new agency. “I’m working on something that’ll bring together legal services, licensing, booking, and maybe even soundtracking for films,” he shares.

He’s not trying to build an empire just for ego. "At the end of the day, I just want to be happy. That line from Beyoncé’s Pretty Hurts—‘I just want to be happy’—really stuck with me. That’s the goal."

Even in his music taste, Ogaga shows range. “When I work out, I don’t need just hype music. I go for what hits emotionally. Right now, Adekunle Gold’s Obim, some Fireboy, Yemi Alade, Ruger, and a good mix of amapiano and Afro-house. Music that feels good.”

In It For the Long Game

Ogaga’s not trying to be everywhere or manage everyone. His strength lies in curation, storytelling, and strategy—knowing what works, when, and why.

"I trust my taste. I know what sounds good. I go with my instincts—and most times, I’m right,” he says.

As African music continues its global takeover, Ogaga Sakpaide remains a vital piston in the machine—quiet, consistent, and always moving things forward.

"At the end of the day," he says, "it’s not personal. It’s just business. And I’m just doing my part in this giant ecosystem.”