Cairo has witnessed a landmark moment as Nigerian hip-hop trailblazer and entertainment executive Sasha P took home the crown at the CANEX SME Pitch Competition 2025. Her pitch, “From Barriers to Bridges – Building Africa’s Creative Backbone,” laid out a bold plan for a pan-African touring circuit—one that builds infrastructure, connects promoters, and opens doors for artists across the continent.
Sasha P
For many Nigerians, Sasha P’s name carries history. From the days of Adara and Ewa Ba Mi Jo, she became a voice of confidence and strength in a male-dominated hip-hop world. She showed young women they could own the mic, command the stage, and carry an audience on their terms. Today, as founder of Purplefire Entertainment and convener of the Africa Live Entertainment Conference (ALEC), she’s using that same fire to restructure the business side of culture.
“This win belongs to every creative, every dreamer, and every African voice that deserves to be heard,” Sasha said after the announcement.
Sasha P
Her victory carries deep meaning for young Nigerian girls and women. Sasha’s journey proves that music can spark movements, that women can lead industries, and that culture can be both profitable and powerful. By elevating live entertainment in Africa’s trade conversation, she’s placing Nigerian creativity firmly on the global stage.
As Purplefire grows and ALEC 2026 draws closer, Sasha P continues to do what she’s always done—open doors, build bridges, and inspire a generation to dream louder.
