Simisola Badiru has quietly but firmly become one of the most influential voices in the Nigerian entertainment industry. From building bridges between artists and brands to shaping playlists that define how the world hears Afrobeats, her work cuts across every corner of the culture.
Her story begins in 2011 at Eko Hotel, where she attended Wizkid’s Superstar album launch. She didn’t have a “dream job” growing up, but that night something clicked, music and entertainment suddenly became exciting in a way nothing else had before. That spark guided her through school, where she spent her summers interning at media houses to understand the business. One of those internships landed her at Pulse, and she still laughs about being the only female voice in the background of the infamous Loose Talk episode where Wizkid was called out. “It was chaotic,” she recalls, “but the adrenaline confirmed I was in the right place.”
Simi built a strong foundation in brand and communications. She worked at LSF PR for two years, handling campaigns for brands like Martell, Chivas, Audiomack, and Betking, an experience that sharpened her skills in strategy, storytelling, and client relations. That PR background has since become a cornerstone of her career, giving her an edge in understanding how to position both artists and cultural moments for wider impact.
Today, Simi wears many hats. At Trace Anglophone West Africa, she is the Artist Services and Relationships Manager, while also serving as Head of Talent Relations at Trace Naija. In these roles, she has curated and executed some of the brand’s most ambitious projects, from Trace Sessions, which pulled together 11 artists in three days, to Trace Live concerts featuring heavyweights like D’banj, Young Jonn, Odumodublvck, and Mayorkun. She describes her job as connecting the dots: artists, labels, DSPs, media, all finding common ground to push Afrobeats forward.
Her influence doesn’t stop there. At Apple Music, Simi helps shape the global soundscape of African music. She directly curates playlists like The Sounds of Lagos while also working on others such as Alte Cruise, Afro-Soul Mix, and African Hip-Hop. “It’s always collaborative,” she says. “We work as a team of curators across the continent to make sure the sound is authentic.”
And then there’s F&S Uncensored, the podcast she co-hosts with her longtime friend Feyikemi. What started as two friends gisting about culture has grown into one of the most consistent platforms in the space, welcoming big names like Pheelz, Fave, Dammy Twitch, and Boj, recently winning Podcast of the Year at the 6th Africa Choice Awards. For Simi, that recognition was a validation of years of consistency. “Six years of podcasting is no joke. We’ve been at it non-stop, and the award meant a lot,” she says. Still, they’ve taken a pause to breathe, though ironically, now that they’re on break, everyone suddenly wants to come on the show. Balancing honesty with professional ties is something she’s had to master: “There are topics we navigate carefully because of our work in the industry. But we never shy away from real commentary. It’s always about balance.”
Simi’s passion has always leaned toward discovering new voices. She speaks with pride about believing in artists like WhoIsAkin, Qing Madi, Llona, and Minz long before they got the recognition they deserved. That same drive inspired her to create SB Bookings, a bookings agency she describes as a bridge between artists and the people who need access to them. “There’s a huge disconnect between talent and consumers or brands. SB Bookings was built to fix that, to make the process professional and seamless.” Despite only starting fully this year, SB Bookings has already secured a major milestone by handling Nigerian talent bookings for the Time of Our Lives Festival in Houston. While the focus is still strictly bookings, she admits that talent management could be the next step.
Looking into the future, Simi is set on pushing boundaries even further. She wants SB Bookings to take on bigger festivals and shows, she’s planning the return of F&S Uncensored, and she remains committed to creating platforms where artists can thrive. As for dream collaborations, she doesn’t hesitate, Wizkid and Tiwa Savage remain at the top of her list. When it’s all said and done, she wants her legacy to be clear: the executive who always stood with talent, who amplified as many voices as possible, and who became the best talent booking agent in Africa.
