2026 Women Of Live: Sasha P

Sasha P
Purplefire Entertainment | Founder & CEO (Nigeria)

INTENTION & GROWTH | Building Pan-African touring circuit and supporting infrastructure.

As a performing artist herself, Sasha P knows about the incredible amount of work that goes into bringing a show to life. “I was always drawn to the mechanics behind the moment, the rehearsals, the scripting, the production flow, and the decisions that shape how a show feels for both the artist and the audience,” she says. “I found myself paying as much attention to what was happening offstage as what was happening on it. That curiosity turned into hands-on involvement.”

Her off-stage career began as a founding member of The Headies, the most important award for the Nigerian music biz, cementing her love for live production. From there, her path unfolded naturally. 

“Starting as an artist gave me a performer’s sensitivity, but working behind the scenes taught me how shows are actually built,” Sasha P says. “That combination continues to shape how I approach live entertainment today, with respect for both the experience on stage and the systems that make it possible.” 

Today, she’s one of the architects of Africa’s emerging live circuit at Purplefire Entertainment, building a business that enables true pan-
African touring. “This past year has been all about intention and growth,” she says. A major highlight was beginning the work around the Africa Live Entertainment Conference (ALEC), she says, which “came out of very real frustrations and conversations.” 

“Touring across African markets is still far more complex than many people realize, and a lot of the knowledge sits in people’s heads instead of shared systems,” she adds. “Much of my time went into meeting, convening, listening, mapping gaps, and having honest conversations with promoters, artists, managers, and partners about what actually works and what consistently breaks down.”

Purplefire advises artists and their teams on their live strategies to enable them to engage African markets more thoughtfully. “In several cases,” she explains, “success looked like slowing things down, reworking routing, or deciding not to force a tour that was not financially or logistically sound yet. Those decisions do not always come with applause, but they build trust and longevity.”