In the glittering world of Afrobeats, where artists like Burna Boy, Wizkid, and Fireboy DML command sold-out arenas and international accolades, much of the spotlight shines on the stars themselves. But behind the music, beyond the stages and streaming charts, is a quiet yet powerful force shaping the sound of a generation: Olaitan Salaudeen.
Often referred to by industry insiders as Nigeria’s most effective music plugger, Olaitan is the man who connects the dots between artists and airwaves, between raw talent and mainstream recognition. His name may not appear in liner notes, but his influence is indelibly etched into the rise of some of Nigeria’s biggest music exports.
From Broadcast Booths to Music Boardrooms
Olaitan’s journey into the music business is rooted in communication. A graduate of Lagos State Polytechnic, where he studied Mass Communication, he began his career in media, cutting his teeth at NTA Minna during his National Youth Service and later at TVC. It was during these formative years that he learned the mechanics of visibility: how content is curated, who shapes public perception, and what it takes for a voice to cut through the noise.
That foundational knowledge would later serve as the bedrock of his transition into music promotion, a field he would go on to reshape.
The Birth of MMLT: MuchMusic LessTalk
In 2010, Olaitan founded MuchMusic LessTalk (MMLT), a full-service music promotions company. What began as a passionate venture quickly grew into a vital bridge for artists looking to break through nationally and internationally. MMLT didn’t just push singles to radio, it built tailored strategies, merging branding, publicity, media relations, and artist positioning into a cohesive pipeline for success.
Under his leadership, MMLT became the official plugger for YBNL Nation, Olamide’s powerhouse label. This partnership helped launch and sustain the careers of Adekunle Gold, Fireboy DML, Asake, Lil Kesh, and most recently, Temmie Ovwasa.
But Olaitan’s impact reaches far beyond the YBNL roster. Through MMLT, he has worked with a wide range of Nigerian artists including 9ice, Reminisce, Korede Bello, Small Doctor, and Waje, ensuring their music gained traction across radio, television, blogs, and social media platforms both locally and abroad.
Building Bridges, Not Just Buzz
What sets Olaitan apart isn’t just his ability to secure airplay, it’s his long-view approach to artist development. While many in the industry chase quick virality, Olaitan prioritizes sustainability. His core philosophy is simple but often overlooked: for an artist to endure, the brand must be as strong as the music.
To that end, he has cultivated enduring relationships with media executives, cultural tastemakers, and creative collaborators, from Clarence Peters and ID Cabasa to Kemi Adetiba and DJ Spinall. These alliances have not only driven hit songs but built enduring legacies.
A Humble Powerhouse
Despite his towering industry presence, Olaitan Salaudeen remains strikingly humble. A devout Muslim, he credits his faith, discipline, and consistency as the cornerstones of his career. A family man, married with three children, he finds more satisfaction in impact than applause.
In a culture often obsessed with fame, Olaitan’s story is a reminder that some of the most powerful forces in entertainment operate quietly behind the curtain, shaping culture without chasing clout.
Legacy in Motion
As Afrobeats continues its global ascent, earning Grammy wins, topping international charts, and penetrating new markets, the importance of visionaries like Olaitan becomes increasingly clear. He is a strategist, a connector, and a culture builder, proof that success in music promotion isn’t just about hype, but about deep understanding of the audience, timing, and message.
Olaitan Salaudeen is more than a music plugger, he is a kingmaker, a catalyst, and a living blueprint for how Nigerian artists can rise from the streets of Lagos to the stages of London, New York, and beyond.
If you want to understand how stars are made in Nigeria’s bustling music scene, start by learning the name Olaitan Salaudeen.
