This ethos defines the journey of Tobi “Icon” Oreoluwa. This relentless curiosity has fueled a career that transcends industries—spanning architecture, music, storytelling, and cultural innovation. As a music executive, entrepreneur, and creative visionary, he does not just manage artists, he builds ecosystems that amplify African voices and push creative boundaries.
From Iconic Stuff, his talent management agency, to movements like Street Church, which blends faith and pop culture, Tobi is constantly exploring new ways to tell stories, create impact, and challenge the status quo.
Tobi shares with MoreBranches on how his diverse experiences shape his creativity, the rise of Afrogospel and how curiosity remains the greatest tool.
You’ve built such a unique path combining architecture, music, and storytelling. What drives you to explore such diverse creative fields, and how do they all connect for you?
For me, curiosity is the first thing. I am a very curious person. Curiosity is the biggest drive for creativity. Most of the ventures I explore are creative. I have worked in different fields. I am a 360 player. In my work, I always see how they are tied together in whatever I do. I studied architecture and had a furniture company, which was amazing for my degree. I had been a photographer. Now, I am moving up as an executive in an entertainment and media company. People bring all these amazing skill sets to me. I am able to direct them and see that they get it right because I have experience in this field or what they are trying to do.
What cultivated that shift from architecture to the creative sector?
Architecture is the professional bedrock for creativity. Many people think it’s all aesthetics and building stuff, but it lets you explore your creative side. It helps me know how to plan ahead of people and myself. The shift for me has always been there. I always knew I would not actively practice architecture in Nigeria. I have a rebellious creative spirit that allows me to see things differently. I love architecture in Nigeria, but I feel it has not been explored fully. It’s very one-dimensional.
I always look for other ways to explore. I try to do things that will help not just myself but also others. We want to take the African creative world to the international level. That has always been in my mind.
With a talent roster that includes names like Ric Hassani and Anendlessocean, how has it been like managing these artists through their journey? What are some key things you would love to share?
It is always to elevate audacious talents out of Africa to the world. Most of the people I work with have that audacity. They always want to do something grand and different from the norm. It’s always easy for me to align myself with that. I would not say there are no hiccups, but that’s normal for anything with a human touch. For me, I know what we are looking for, so far our visions are aligned together. The goal for us is to extend the vision they have from local to international. The roaster is longer than that, and I have an amazing team behind me. Our artists are getting the visibility and dues for their craft.
How do you stay creatively inspired with so many different projects?
The way I stay like this is my curiosity. I might be introverted, but my introversion is my observation. Observation is my talent. For you to stay creatively inspired, observation and curiosity must be your superpowers. Being able to ask questions about simple things and make them into complex stories for people. That’s what works for me. Don’t be scared to look like a learner.
What are your thoughts on Afrogospel?
People think Afro gospel is a style of music, but rather it is a movement. It has a very interesting talent of people in that space. It is music that young people can vibe to but with a strong message. I also see that in a few years, people will come to this side of music. Right now, people in Nigeria need hope. It is a drive for hope. In the 2000s, we saw a surge of Christian music with artists like Rooftop MCs, Bukky, TY Bello, who broke into the mainstream space where they showed people that it can be done.
The Afrogospel community already are shutting down venues, I see a future where they will shut down the biggest venues in the world. The community keeps reinventing itself & sound, this is something that should be paid attention by top executives. Afrogospel is a force that has thrived despite the fact & it has ridden on the wings of God given creativity. I look forward to the day pop culture conversations are controlled from this community.
Your work with Street Church has sparked a movement. What’s the most rewarding part of blending faith, culture, and creativity together?
A lot of times, people get lost in the message. They believe it’s too scientific and hard. Some of the most rewarding parts are seeing people interact. This is not just because it’s an obligation but rather because it’s fun to them and plays on their sensitivity. It becomes a love relationship. In the pop culture manner, people are engaging with the scriptures and helping their faith. It’s a win for us all.
You’ve been part of some innovative projects like Tasolo NG and AshTag Team. How do you choose which ideas to turn into businesses?
There is a system to everything. Everything syncs together. Some of these ideas I have had for a while. I remember wanting to start my furniture company in 2015-2016. I created and developed it, but when the time came, I finally did it. Always working your brain helps you turn those ideas to life. Also, looking for avenues to execute them is key. I have succeeded but also failed. But what also assists me is knowing my system to make this happen. I want to see more African brands be more globally accepted and also have influence. Creativity is the influence of the future. With the rise of the creative industry, we have the opportunity to wield the power of our influence.
You’ve been part of the creative industry for a long time. How have you seen the creative industry in Africa change over the past 15 years?
I think one of the major changes we have all seen is the rise of the internet, which has allowed for creatives to flourish. The barrier to entering the industry has become very low, which is a major change. But the con side is that creativity does not shine as it used to. However, I choose to look at the pros.
What do you believe can create that change?
Life balances itself out. We can celebrate more authenticity and work in the space. We also balance things out by celebrating originality.
You’ve achieved a lot, but what’s the next big creative frontier you’re excited to explore?
We started off with Icon management but we are pushing up some new things. Fingers crossed on everything. But something is definitely in the works. We have some alternative music coming up as well.
What advice would you give to the next generation of creatives?
My advice is it is better to grow than to blow. There is no overnight success but overnight breakthrough. Look at Nasboi, who started with comedy before later venturing to music. The good thing is that when you grow in that space, you have a timestamp and have a longer run in the space.
