Joie Manda’s Encore Recordings says it’s betting on the next generation of global stars from Africa and beyond, as Victony’s ‘SLICK’ crosses 130M streams
SLICK, the latest single from rising Nigerian star Victony, has surpassed 130 million global streams. His label, Joie Manda‘s Encore Recordings, tells MBW that the Afrobeats singer’s success shows how global careers can now be built without tailoring music to a particular market.
The track, described by Encore as “genre-bending,” has racked up32 million streamsin the US alone and 18 million in the UK, the company says.
Slick spent 13 consecutive weeks at No.1 on the UK’s Official Afrobeats Chart and peaked at No. 2 on Billboard‘s US Afrobeats Songs chart
On Spotify alone, SLICK has passed 55 million streams as of November 4. Encore says the song has also generated more than 5.5 million TikTok creates.
Encore Recordings, a Los Angeles-headquartered independent music company, was launched in November 2021 by Manda, the former EVP of Interscope Geffen A&M.
Ned Monahan, who had served as Encore’s General Manager since January 2022, was promoted to President in April 2025.
He previously served as Head of Global Hits at Spotify.
“Victony has been one of our flagship artists since we started the company and signed him back in 2022,” said Monahan. “As an artist, he started his journey with us with his hit single Soweto, which came as part of the Outlaw EP.”
Added Monahan: “Over the last four years, Victony has consistently honed his sound and built a true fanbase, blending Afrobeats with hip hop and R&B influences, and putting his story into musical form in a uniquely vulnerable way.”
“Since Encore’s inception, we’ve deliberately partnered with artists we feel are singular and willing to push the boundaries of the genre space they inhabit,” said Manda, Encore’s Founder and CEO.
“For us, it’s not necessarily about picking one genre and focusing on that; it’s about identifying a few artists within a genre we truly believe are special and doubling down on them.
“When making these bets, one of the most important factors is the strength of the artist’s team, since they generally understand the space and the artistry even better than we do.”
“Since Encore’s inception, we’ve deliberately partnered with artists we feel are singular and willing to push the boundaries of the genre space they inhabit.”
Joie Manda
Encore says it has expanded its roster across Nigeria, Ghana, and South Africa.
The company signed Victony in 2022, the same year he released Soweto, from his EP Outlaw.
In October 2023, MBW reported that Victony had been signed by a publishing joint venture between Avex USA Publishing and Coup D’Etat Music.
SLICK appears on Victony’s album STARLIFE, released on August 21.
Victony’s managers, Shay Royale and Elochukwu Ububa, were executive producers of STARLIFE.
“Staying authentic to home and building community was always the goal,” said Royale. “The last 18 months were intentional – rooted in finding freedom in the art and expressing that globally.”
According to Encore, STARLIFE has surpassed 178 million global streams, including 20 million in the US.
“Consistent reps in the studio and living life to the fullest to create the music that felt true to us – that’s how STARLIFE was born; the EP turned mixtape turned album,” Royale added.
“Staying authentic to home and building community was always the goal. The last 18 months were intentional – rooted in finding freedom in the art and expressing that globally.”
Shay Royale, management
A remix of SLICK featuring Summer Walker and Don Toliver was released on October 16.
Toliver previously featured on a 2023 remix of Victony’s Soweto, alongside Rema and producer Tempoe.
That version of Soweto has since racked up nearly 300 million streams on Spotify.
Walker joined the remix after her freestyle went viral, according to Encore.
“Everyone that contributed to the project made the overall experience feel effortless,” said Royale. “Even the addition of Don Toliver, which made the success of SLICK even more fulfilling, after topping the UK [Afrobeats chart] for 13 weeks straight with just the single.
“When our team heard Don wanted to run it back – it was a no-brainer to have a brother, and now one of the biggest artists in the world, support our new journey.
“The lovely Ms. Summer Walker was the icing on top. When her freestyle went viral we knew we found the missing piece especially since she’s a genuine fan of the music.”
Victony was also invited to join Toliver on the European leg of his NITROUS tour, according to Encore.
That run began in Paris on October 25 and concludes at The O2 in London on November 23.
Royale said: “Now a little under 90 days from the release, it feels like we unlocked a new chapter, with Team Don inviting Victony to join the sold-out ‘NITROUS’ EU leg of his tour.
“Every night is a new opportunity to make new fans and re-engage the old ones while keeping the storyline the same – from Starlife to the WORLD.”
Encore’s roster also includes Ghanaian artist KiDi, Nigerian artist Llona, and Eswatini-born, South Africa-based DJ Uncle Waffles.
According to Encore, Uncle Waffles‘ track ZENZELE has generated more than 3.3 million TikTok creates.
Her debut single Tanzania is certified 7x Platinum in South Africa.
KiDi‘s Signature, featuring Lasmid, has generated more than 2.2 million TikTok creates and reached No. 30 on Billboard‘s US Afrobeats Songs chart, Encore says.
Encore‘s success with signings in multiple African markets comes as the broader continent’s music business continues to rise in prominence globally.
Recorded music revenues in sub-Saharan Africa grew by 15.2% YoY in 2025 to USD $120 million, according to IFPI’s Global Music Report 2026.
That was more than double the 6.4% YoY growth posted by global recorded music revenues in 2025.
South Africa accounted for 78.1% of the region’s recorded music revenues in 2025, according to IFPI.
However, Encore says its strategy is not confined to a single genre or region. The company says it aims to build a model it can repeat for finding new artists, growing demand for their music internationally, and supporting their careers over the long term.
“Our approach is to give them the support and resources to do that on their own terms.”
Ned Monahan
“There’s an incredible amount of talent coming out of Africa, but we don’t look at it as a single genre or a single opportunity,” said Monahan. “Victony, Uncle Waffles, KiDi, and Llona are all very different artists, with different audiences and creative identities.
“The common thread is that we believe each has the potential to build a lasting international career. Our approach is to give them the support and resources to do that on their own terms.”
“We wanted to bring the world to Victony and not the other way around,” said Royale. “Building on real collaborations with our real friends and family was also really important to us.”
