Lanre Masha is in the business of building an ecosystem to bolster creativity in Africa – “That’s
why I consider myself a cultural architect.” With over a decade of industry-spanning experience,
Masha is the Africa-first entrepreneur harnessing his taste, drive and vision to elevate culture –
on the continent and beyond.
Masha began his career stateside, where he cut his teeth working for two Fortune 500
companies, Pepsico and Enterprise. However, in 2014, he decided to bring his experience and
entrepreneurial spirit back to Nigeria, where he set his sights on the burgeoning creative
industry. It was his appointment as Head of Marketing and later General Manager of Music at
TRACE Urban that saw him become one of the leading music professionals in West Africa.
The close relationships and credibility he has within the artist community — developed over the
course of 8 years working at TRACE — along with a penchant for innovation and strategy due
to his extensive marketing experience – which includes curating ART X live! events and projects
for Nike, Heineken, Hennessy, and Microsoft – make him a key player in Africa’s cultural
takeover. A fact that was underpinned in 2022 when he stepped into the role of Director for West
Africa at The Orchard. There, he also co-founded the sub-label MARS (or Mother Africa Reigns
Supreme), where he signs and develops rising African musical talent.
However, for Masha, doing the work isn’t about personal achievement. His continuous strides in
the creative space are a labour of love and dedication. It’s all about legacy and paving the way
forward. “My driving force is to be of service in the creative industry, especially on the continent.
My goal is to uplift, to see us tell our stories in a unique way and through our own lenses. How
do I highlight that in the creative world and amplify the creatives that I work with across different
sectors? And how can I connect the dots globally?” As the world witnesses Africa’s cultural
renaissance, Lanre Masha is looking to continue and protect the momentum. Converting his
creative network into social action with each step.