Drtonez, born Tolu Ogunleye, is one of Nigeria’s influential music executives, art advocates, and music economists.
With a decade of art, music, and entertainment leadership experience, he is championing a disruptive approach to talent development and marketing, redefining how Hillcross Records’ fast-rising artist ZeD1st connects with audiences across the globe.
As the brain behind several groundbreaking projects, Drtonez has proven time and again that talent management must evolve beyond traditional structures. His leadership and artistic vision have been experienced by many over the last decade through disruptive innovations like ZEDFest 2023 — a high-impact concert that showcased ZeD1st’s range and versatility.
From project management to creative direction, concert flow design, and executive leadership, Drtonez orchestrated a musical experience that cemented ZeD1st’s identity as more than just a performer or musician — but as a brand.
Yet, just when the industry was still reliving the brilliance of ZEDFest, Drtonez raised the bar again with the ZeD1st Lagos Inversion Tour (2025) — a city-wide, nightlife-focused experience that brought ZeD1st directly to the people — a Phase 2 of the ZeD1st Gobe and Wad Up campaign. The tour was a masterclass in fan engagement, experience curation, and urban branding.
> “It’s important to create the world you dream of using talent and the arts,” said Drtonez during a press interaction. “My goal is to bring super-talented artists like ZeD1st into direct contact with people. That physical, emotional, and artistic interaction is what triggers curiosity, builds memory, and converts impressions into consumption. That’s the essence of my disruptive talent marketing approach.”
At a time when the African music industry is growing rapidly but still struggling with sustainable talent development pipelines, Drtonez is demonstrating that disruption doesn’t just mean chaos — it means reinvention.
He is building bridges between culture, commerce, and creativity — offering artists not just exposure, but long-term audience development and brand positioning.
As an executive who merges music business knowledge, musicology, art and culture management, art advocacy, and economic insight, Drtonez is carving a bold path for the future of African entertainment. His vision is clear: to create immersive, memory-driven artist journeys that do not just entertain but convert — converting attention into loyalty, and loyalty into impact.
With ZeD1st’s journey just beginning on the global stage, the world is watching — and Drtonez is proving that the future of African talent marketing is personal, powerful, and unforgettable.