MuchMusic LessTalk, a key player in Nigerian music promotion, began its active operations in 2018 despite being registered in 2011. Led by Olaitan Salaudeen, known as the Music Plugger, the organization has significantly advanced the careers of Nigerian artists such as Olamide, 9ice, Reminisce, Adekunle Gold, Ycee, Lil Kesh, Small Doctor, Fireboy DML, Korede Bello, Asake, ICent, and Ice K (Artquake).