Switch The Groove

Saibu Samuel Adesina

THE STORY

Saibu Samuel Adesina is not the typical face you would expect behind one of Nigeria’s most exciting emerging event brands. A trained urban and regional planner who spent over two decades in the Ogun State civil service — rising to the position of Director at the Ministry of Urban and Regional Planning — Samuel brings a discipline and strategic precision to event production that sets him apart from the crowd.

Three years ago, he founded Switch The Groove — a premium party concert series rooted in Abeokuta, Ogun State, with a clear mission: deliver world-class entertainment experiences while opening real doors for upcoming artists in Nigeria’s creative scene. Since then, the series has grown into one of the most credible youth-focused live music properties in the South-West, with editions held across Abeokuta, Ago-Iwoye, and Ibadan.

The series’ landmark edition — Switch The Groove: Vibes After Ramadan — held in Ago-Iwoye was a cultural statement as much as it was a party. Conceived to celebrate the end of the Muslim fasting period, the event brought together a diverse audience of over 2,000 people united by music, culture, and community. 

With multiple ticketing tiers catering to both general audiences and premium clientele — all of which sold out — the event demonstrated that world-class entertainment experiences can be created and sustained right here in South-West Nigeria.

The event attracted corporate partnerships with some of Nigeria’s most recognised brands — including Adron Homes, Links Roofing Sheet, and D’USSÉ Cognac Nigeria — as well as hospitality support from The South, one of Abeokuta’s leading entertainment venues. For a relatively young event brand operating primarily through community networks and grassroots relationships, the calibre of these partnerships speaks volumes.

A STATE-BACKED CREATIVE VISION

What distinguishes Switch The Groove from virtually every other independent event brand operating in South-West Nigeria today is the formal institutional backing it has earned. Over the past two years, Ideal Nobel Entertainment has developed an active working partnership with the Ogun State Ministry of Culture and Tourism — one that has moved well beyond goodwill and into co-production.

The most visible expression of this partnership was De 1st Ogun Music Fiesta, held on Saturday, 21st September 2024 at the June 12 Cultural Centre, Kuto, Abeokuta — one of Ogun State’s most significant cultural facilities. The Ministry of Culture and Tourism did not merely lend its name to the event; it provided the venue and full technical support, co-branding the event officially alongside Ideal Nobel Entertainment. The event was designed as a multi-genre music platform specifically created to identify and elevate up-and-coming artists from across the state.

This is a rare distinction. For an independent entertainment company — operating without the infrastructure of a major label or national promoter — securing the active involvement of a state ministry at the level of venue provision and technical co-production is a testament to both the credibility of the brand and the trust it has built with government stakeholders. The partnership, now spanning over two years, positions Switch The Groove not merely as a commercial event series, but as a recognised instrument of cultural development in Ogun State.

“I want to create spaces where young creatives can perform, be seen, and be celebrated. Switch The Groove is not just a party — it is a platform.”— Saibu Samuel Adesina, Founder, Switch The Groove

MORE THAN CONCERTS

What makes the Switch The Groove vision distinctive is its scope. Beyond the concert series, the team is actively developing EduFest — a full-day creative industry event that blends professional development with live entertainment.

The concept combines daytime symposiums, workshops, and networking sessions where emerging creatives can learn directly from industry leaders, with an evening ticketed concert headlined by mainstream artists. It is, in essence, a platform that feeds both the mind and the soul of Nigeria’s creative generation.

Samuel has also quietly established himself as a supporter of other creatives — providing sponsorship and production backing to four independent events organised by fellow artists and promoters, including party concerts and a fashion show. In an industry often characterised by competition, his investment in the ecosystem around him is a telling sign of the kind of leader he is becoming.

KEY FACTS AT A GLANCE

Founded Switch The Groove in 2021 — now a recurring premium concert series

Flagship edition: Switch The Groove: Vibes After Ramadan, Ago-Iwoye

2,000+ attendees across editions in Abeokuta, Ago-Iwoye, and Ibadan

Multiple ticketing tiers — fully sold out across all categories

Corporate partners: Adron Homes, Links Roofing Sheet, D’USSÉ Cognac Nigeria, The South

Headlining artist: Skiibii | Also worked with Famous Pluto and Shoday

Sponsored 4 independent creative events including a fashion show

Formal 2-year partnership with the Ogun State Ministry of Culture and Tourism

Co-produced De 1st Ogun Music Fiesta (Sept 2024) with Ministry venue & technical support at June 12 Cultural Centre, Kuto.

Founder: Director, Ogun State Ministry of Urban & Regional Planning (since 2018)

B.Sc. Urban & Regional Planning, Obafemi Awolowo University (2002)

SUGGESTED INTERVIEW ANGLES & QUESTIONS

For the journalist — these angles make for the most compelling story:

How does his background in urban planning influence how he designs and produces events?

What does it mean to him to platform upcoming artists — has he seen any of them grow after Switch The Groove?

How did Switch The Groove secure D’USSÉ Cognac as a partner?

How did the partnership with the Ogun State Ministry of Culture and Tourism begin — and what has that collaboration meant for the brand’s growth?

What is it like co-producing an event at a state cultural facility like the June 12 Cultural Centre?

What is the vision for Switch The Groove in the next three to five years?

What is EduFest and when can Nigeria expect to see it?

How does the team build its audience without relying heavily on social media?

MEDIA ASSETS PROVIDED

High resolution event photographs from Switch The Groove editions

Event backdrop images showing corporate sponsor branding

Official co-branded event flyer: De 1st Ogun Music Fiesta (Ministry of Culture and Tourism x Ideal Nobel Entertainment)

Official headshot / portrait of Saibu Samuel Adesina (request if needed)

PRESS CONTACT

Saibu Samuel Adesina

Founder, Switch The Groove | Ideal Nobel Entertainment

Abeokuta, Ogun State, Nigeria

This press brief is prepared for editorial use. All facts and figures are verified by the subject.

Published on 24th October, 2024