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.

"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

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 TO KNOW ABOUT 

• 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

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

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

MEDIA ASSETS PROVIDED

• High resolution event photographs from Switch The Groove editions

• Event backdrop images showing corporate sponsor branding

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

CONTACT

Saibu Samuel Adesina

Founder, Switch The Groove | Ideal Nobel Entertainment

Abeokuta, Ogun State, Nigeria

08033601008