Entertainment
May 4, 2025 by Olaitan Ganiu
In a move that signals serious global ambitions, Tanzanian singer Harmonize has enlisted the expertise of Nigerian-born music executive George “Geobek” Beke to supercharge his brand beyond the continent. With an uncanny ability to spot trends and shape breakout talent, Geobek will deploy bespoke marketing strategies, curated artist collaborations, and targeted media outreach to ensure Harmonize’s voice echoes from Dar es Salaam and beyond.
Together, through Geobek’s renowned A&R expertise, they’ll craft a narrative that honors Harmonize’s roots while positioning him as a boundary-pushing force in today’s global Afro music ecosystem.
On April 18, 2025, Harmonize unveiled his new music business and talent management team on his official social media platforms—naming Geobek as his International Artist Manager—in a calculated move to sharpen his global profile and cement his foothold in overseas markets. Harmonize now entrusts Geobek to package and propel his brand toward mainstream, world-stage domination.
Speaking about his new role, Geobek stated that his extensive expertise in the music industry, talent development, talent management, networking, and relationship building led him to the opportunity to work with the East African Konde Boy, Harmonize.
With credits as executive producer and A&R on Harmonize’s smash ‘Single Again’, (produced by DJ Tarico), Geobek brings proven hit-making prowess to the table. He’ll now apply that same strategic vision to Harmonize’s entire operation—planning marketing rollouts, directing creative and support teams toward shared objectives, and overseeing every facet of the artist’s global career development.
The music executive, George Beke, furthers the Geobek Standard initiative, a Pan-African legacy empowering rising African talents through strategic partnerships with established global stars, bridging local scenes and international markets to provide exposure and mentorship. This philosophy spawned the global Amapiano hit “Yaba Buluku (Remix),” which united Mozambican artists DJ Tarico, Preck, and Nelson Tivane with Grammy‑winner Burna Boy. Committed to preserving Africa’s cultural heritage, Geobek blends contemporary urban sounds with traditional rhythms and motifs—and is now leveraging his industry acumen to export East African music and culture worldwide.
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He said; ‘‘My role as International Artist Manager requires hands‑on presence in the world’s major music hubs—nurturing partnerships and generating opportunities for Harmonize’s benefit. Having been asked to complement his local support structure, I’ll apply my global experience to chart his path into international contests and platforms. I’ll travel to Tanzania shortly to coordinate closely with his team on every detail so we move forward together with a clear, global-first game plan.”
With over 15 years of experience in the media industry, George Beke has a keen eye for quality, talent and creativity with a proven track record of discovering, developing and promoting talented artists, creating opportunities for continental collaborations and advocating for the African music culture.
He has worked with renowned artists such as Burna Boy, Mr Eazi, French Montana, Runtown, DJ Tarico and many more.
He is passionate about promoting and celebrating the diversity and richness of African music and culture, and has facilitated several global campaigns and projects that showcase the talent and creativity of African musicians. He has worked with UNICEF and Spice Girls to produce songs that advocate for girls’ rights and empowerment. He has also worked with the renowned British screenwriter, Richard Curtis not-for-profit creative communications agency, Project Everyone on the 2015 Global Goals campaigns that featured artists such as Yemi Alade, Diamond Platnumz, Sarkodie, Toofan, Mafikizolo and Sauti Sol.
George Beke is driven by a vision of uniting and empowering African musicians and showcasing their diverse and rich musical expressions to the world as he demonstrated by collaborating Burna Boy with DJ Tarico in giving the world a global hit song “Yaba Buluku (remix)” featuring Preck and Nelson Tivane from Mozambique which now gave birth to the popular fast rising music group, Yaba Buluku Boyz.
Known as a seasoned music industry professional and the Managing Director of Geobek Entertainment, a leading company in the African music industry that looks after various arms of the music, talent, entertainment and media solutions.
George Beke is also a mentor and advisor for emerging and established creatives, helping them to develop their skills, network, and reach new audiences. He holds a BA in Audiovisual Communication from the University of Johannesburg, where he honed his skills in media production and strategic management.
George 'Geobek' Beke
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