Meet Amanda -The Talent Acquisition And Licensing Giant In The Music Industry

[Image:Instagram]

Writer:  Toriola Olawale. 

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1. Can you share a bit about your journey into the music industry and how you became an award-winning writer and entertainment lawyer, now leading Mdundo’s licensing arm in West Africa?  

My journey into the music industry started unknowingly over ten years ago, as a young kid trying to make money from blogging like Linda Ikeji but my journey as an entertainment lawyer in the music industry started with a deep passion for entertainment and law. After my first two years in the music industry as a blogger & PR consultant, I knew I wanted to keep working with creatives, helping them navigate the business and legal aspects of their careers. Over the years, I have advised artists, record labels, music executives, investors and other stakeholders on deals, contracts, and business strategies that shape their success.

My work has spanned licensing, copyright protection, digital distribution, and artist negotiations, which has allowed me to contribute to the industry's growth. I expanded my expertise into the film and dance industry, which led to exciting opportunities, including writing my first book “Let’s Dance: A Guide to Making Money, Managing IP & Understanding Legal Issues in the Dance Industry” and working on various projects across Africa including over 40 motion picture productions. Now, as Head of Licensing for West Africa at Mdundo, I lead efforts to secure licensing agreements, onboard content providers, and expand Mdundo’s catalog, ensuring that African artists and rights holders maximize the value of their music while helping to shape a sustainable music ecosystem.  

2. Did you start your career in a different field before transitioning into entertainment? What inspired you to pursue a career in the music industry?

Nope, I’ve always loved anything entertainment although I always thought I would be in the film industry but then I fell in love with the business of music—how deals are structured, how artists can truly profit from their work, and how the industry evolves with digitalization. I wanted to be in a space where I could merge my love for the arts with strong legal and business strategy, and the music industry was the perfect place for that.  

3. What does your current role at Mdundo entail, and how does it impact the artists and content creators you work with?

As the Head of Licensing for West Africa at Mdundo,  I oversee music licensing and rights acquisition for West Africa, ensuring that our partnerships with artists, labels, and content creators are beneficial for all parties. My work involves negotiating deals,managing partnerships, expanding our content library, and creating new monetization opportunities for artists in Nigeria, Ghana and other West African Countries. Our work directly impacts the music ecosystem by providing artists with more monetization opportunities as well as gain wider exposure while making African music more accessible.  

4. Is there a particular project or initiative in your career that you’re especially proud of?  

There have been quite a few, but since this period is all about women, one that stands out is my participation in initiatives like “Her Sound Global”. Advocating for women in the music industry has been so fulfilling because I’ve seen firsthand how much harder it can be for women to break through. Creating platforms that amplify female voices and talents has been a major highlight for me.  

I’m also incredibly proud of my work with Mdundo—expanding licensing opportunities and ensuring artists get their due recognition and earnings is something I don’t take lightly.  

5. Being a woman in an executive role within the Nigerian music industry is a unique position, especially considering the passive marginalization that still exists. Have you faced any significant challenges as a woman in this space, and how did you navigate them?

Of course! The music industry, like many other spaces, still has its challenges when it comes to gender dynamics. I’ve had moments where my expertise was questioned simply because I’m a woman or times when I had to push twice as hard to be taken seriously. But I’ve learned to navigate these challenges by standing firm in my knowledge, continuously adding value, and building a strong network of allies—both men and women—who respect my work.  

I also remind myself that I deserve to be in every room I step into, and I encourage other women to carry that mindset too.  

6. What advice would you give to young women hoping to break into or grow within the industry?  

Be bold, be visible, and be excellent. The industry can be tough, but you need to position yourself as someone who brings real value. Educate yourself, stay updated on trends, and network intentionally. Also, don’t be afraid to ask for opportunities—many times, people assume you aren’t interested just because you haven’t spoken up. Lastly, find mentors and a strong support system.  

7. You’ve been involved in initiatives like Girls in Afrobeats and Her Sound Global, which support and empower women in music. Looking ahead, what changes or innovations do you hope to see in the industry, and how do you envision yourself contributing to these shifts?

I envision an industry where women occupy more leadership roles and have equal representation across all sectors. I also hope to see more structured financial and legal education for artists, so they’re not just creating but actually profiting sustainably.  

Personally, I plan to keep advocating for women’s inclusion through mentorship, speaking engagements, and strategic partnerships that open doors for more female creatives and executives.  

8. How do you think the roles of women in the music and entertainment space are evolving?

Women are taking up more leadership roles, pushing boundaries, and refusing to be boxed into traditional stereotypes. We’re seeing more female producers, managers, DJs, A&Rs, and executives shaping the industry’s future. There’s still a lot of work to be done, but the narrative is shifting, and women are no longer waiting for permission to take their place.  

9. What does International Women’s Day mean to you personally?  

For me, International Women’s Day is a time to celebrate how far we’ve come, acknowledge the work that still needs to be done, and intentionally uplift women around us. It’s a reminder that every day is an opportunity to break barriers and support one another in our journeys.  

10. Is there a woman (or women) who has significantly inspired your career?  

So many! I draw inspiration from powerful women who have carved a path for themselves in male-dominated industries—people like Bose Ogulu (Mama Burna), Ivy McGregor, and Mo Abudu. Their resilience, strategic thinking, and ability to create global impact inspire me to keep pushing boundaries in my own career.