Nigeria 
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Iyanya has transitioned from a reality television show winner to an award-winning Afropop artist and television judge, shaping the next generation of musical talent.
Sheer Music Publishing, the largest independent music publisher in Africa, announced it has signed an agreement to represent popular Nigerian artist Iyanya.
In October 2013, Iyanya secured a lucrative endorsement deal with Solo Phones Nigeria, worth $220,000, which included a Toyota Prado.
In 2013, the Daily Independent newspaper reported that Iyanya also signed a one-year deal with Zinox Computers (Nigeria's first certified branded computers) worth $300,000. The deal will feature Iyanya on Zinox billboards and in TV commercials.
Iyanya Onoyom Mbuk, known professionally as Iyanya, was born on October 31, 1986, in Calabar, Cross River State, Nigeria. Raised in Calabar, his early exposure to music came through his grandfather, a clergyman, where Iyanya sang in the church choir and became a children’s choir master at age five. After completing his education, including a degree in business management from the University of Calabar, Iyanya worked in a hotel and performed karaoke at local bars to refine his vocal abilities. Inspired by R&B artists like R. Kelly and Craig David, and observing the success of Nigerian artists 2 Face Idibia and Olu Maintain, he initially pursued a career as a rapper under the name “Lofty” before transitioning to R&B and Afropop.
Iyanya’s career significantly advanced in 2008 when he won the first season of Project Fame West Africa. This victory provided a platform for his debut album, “My Story,” released by CN Media Imprint in 2009. While his debut showcased his R&B versatility, it faced commercial challenges due to distribution and promotion issues. A pivotal moment in his career was the release of his second album, “Desire,” in 2013, which included the globally successful single “Kukere.” This song, inspired by the Etighi dance from his hometown, marked a shift in his musical style towards Afropop and significantly increased his popularity. The album also featured other successful singles such as “Ur Waist.” That same year, Iyanya co-founded the Made Men Music Group record label with Ubi Franklin.
Following the success of “Desire,” Iyanya embarked on international tours, performing in cities like London, Manchester, Chicago, and Dallas. In 2013, he secured substantial endorsement deals, including a $220,000 agreement with Solo Phones Nigeria and a $300,000 deal with Zinox Computers. After a successful period with Made Men Music Group, he signed with Mavin Records in 2016 and later joined the Temple Management Company. In 2025, Iyanya further expanded his career by becoming a judge on Nigerian Idol, leveraging his experience to mentor emerging artists.
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