Niyi Osidipe

Head of Africa, UnitedMasters. Niyi Osidipe is a seasoned music executive with over a decade of experience at the intersection of artist development, brand partnerships, and global strategy. As Head of Africa at UnitedMasters, she is driving the company’s expansion across the continent, building a culturally influential marketplace where independent artists can grow, earn, and lead without giving up ownership of their work. Before UnitedMasters, Niyi served as Director of Artist Development at Sony Music Entertainment in Los Angeles. There, she collaborated across global and regional teams to design rollout strategies for both emerging and established artists, including rising talent from the African continent, ensuring Afro-influenced voices could scale into global markets. Her roots in music run deep. Prior to Sony, Niyi worked in artist management, playing a pivotal role in developing and guiding the careers of top Nigerian acts like Adekunle Gold and Tolani. She helped shape their brand identities, built marketing and partnership strategies, and positioned them for long-term sustainable success by bridging culture, creativity, and commerce. Now based between Lagos and Brooklyn, Niyi joined the stellar team that helped make Nigeria UnitedMasters’ number five SELECT market globally. She has since led initiatives like the Fresh Finds Sessions in partnership with Spotify, advanced Partner level artist strategy, and championed localization efforts to tailor UnitedMasters’ technology and services for African creators. With over ten years of experience and a deep understanding of the music ecosystem on both sides of the Atlantic, Niyi is committed to empowering artists to own their stories and take their sound to the world.