University of Northampton student lands multi-year tour management deal with great Adamz

By Nwafor Sunday

A University of Northampton student, Chinenye Mbakwe, has signed a multi-year tour management agreement with UK-based Afrobeats artiste Great Adamz, marking another milestone in her growing career in the United Kingdom’s African music industry.

Mbakwe, who combines her academic pursuits with roles in media, artist management and public relations, will oversee touring operations for Great Adamz, whose music has enjoyed chart success, international recognition and Grammy Awards consideration through releases with Radikal Records.

Her journey into the entertainment industry began through media, artist promotion and cultural storytelling before expanding into artist management, live events and touring. She currently serves as Head of Operations at 99Pluz, an entertainment media platform focused on African music, culture and entertainment.

Over the years, Mbakwe has built a reputation for supporting African artistes visiting the UK, providing services in media relations, event coordination, artist campaigns and tour logistics.

Her portfolio includes work on performances and artist operations linked to major festivals and showcases, including the BBC Introducing Stage at the Latitude Festival, as well as live events featuring both emerging and established African artistes.

Earlier this year, she coordinated the sold-out Hearts & Harmony Valentine’s Live Experience alongside Great Adamz and The 99 Band, bringing together performers, audiences and industry partners for one of Northampton’s notable independent music events.

Beyond live events, Mbakwe has contributed to music campaigns associated with millions of digital streams. Through public relations strategy, media engagement and audience development, she has supported releases such as Blessed Boy, Body & Soul and Funke, helping to expand the artistes’ visibility across multiple markets.

Her work has also seen her interview artistes, creatives and public figures, including MOBO Award-winning performers, while documenting conversations on the evolution of African music and culture. She recently attended the 2026 MOBO Awards as a guest, further strengthening her network within the UK’s creative industry.

Speaking on her role in the industry, Mbakwe said her passion lies in creating opportunities for artistes behind the scenes.

“As African music continues to grow globally, there is a growing need for people who understand not only the creative side, but also the strategy, media, touring and infrastructure that support artists. My goal has always been to help artists build sustainable careers and connect with new audiences,” she said.

Balancing her university studies with leadership responsibilities across media, touring and artist development, Mbakwe is among a new generation of professionals contributing to the growth and global reach of African music in the United Kingdom.

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