General Pype Inks Strategic JV with Storm 360 Records to Expand Musical Reach

By Cyril Paul

Nigerian artist General Pype, known for his unique fusion of reggae and Afrobeat, has taken a major step in his career by entering into a joint venture with Storm 360 Records, the music label helmed by industry veteran Obi Asika. This deal, a collaboration between General Pype’s label, Podium Vybez, and Storm 360, aims to propel the artist’s influence and extend the reach of his music to wider audiences.

The contract was formalized by key industry figures: Toks Asher Young, CEO & Managing Director of Podium Vybez, and Ayodele Rotimi, also a partner at Podium, and Tola Odunsi, who partners with Obi Asika at Storm 360. While the finer details of the agreement remain confidential, sources suggest that the partnership is mutually beneficial and financially promising for General Pype, marking a new phase in his musical journey.

General Pype, who has cultivated a dedicated fan base with hits like “Champion” and “Keep It Cool,” is celebrated for his distinct musical style, blending dancehall/reggae roots with Afrobeat rhythms and contemporary Nigerian sounds. His ability to merge genres has made him a versatile figure in the Nigerian music scene and earned him fans globally. However, Pype has also expressed the need for broader support and backing to reach larger audiences, especially beyond Africa.

The partnership with Storm 360 Records is anticipated to be a game-changer in this regard. Storm 360, one of Nigeria’s pioneering labels, has a reputation for developing and promoting influential artists. Founded by Obi Asika, a respected figure in Nigerian media and entertainment, Storm 360 has helped shape the careers of several Nigerian music icons and has a track record of successful projects. The company’s network, resources, and industry know-how are expected to provide General Pype with opportunities to access broader markets and enhance his visibility.

Toks Asher Young, CEO/Managing Director of Podium Vybez, sees this venture as a significant step for both the artist and the label. “This partnership is about building a global platform for Pype’s music and ensuring that his artistry reaches its full potential,” Young shared in a brief statement. “Podium Vybez and Storm 360 bring different strengths to the table, and together, we can create something powerful for the African music scene.”

Meanwhile, Ayodele Rotimi, founding partner at Podium, and Tola Odunsi, who joined Asika in signing the deal, echoed this sentiment. They highlighted the potential of the Nigerian music industry and the importance of strategic collaborations to compete on a global level. Storm 360’s vision of expanding Nigerian talent aligns well with General Pype’s goals of establishing a wider audience base.

For General Pype, this joint venture represents a promising avenue to develop his brand and connect with audiences who may be unfamiliar with his work. While details about new projects or releases under the joint venture have yet to be revealed, fans and industry observers alike are excited to see how this partnership unfolds.

With a supportive label and an expanded network backing his craft, General Pype seems poised to make strides in both the Nigerian and international music scenes. As the artist embarks on this new journey with Storm 360 Records, his fans can look forward to new music, potentially even collaborations with other artists under the label, as General Pype takes his sound to the next level. This partnership not only reinforces Pype’s position in the industry but also highlights the increasing importance of collaboration in scaling African music to global heights.