Key Points

• British-Jamaican reggae singer Maxi Priest has signed a global management contract with Birmingham music firm EVO Management.
• EVO Management also handles British reggae group UB40, bringing both acts under the same firm.
• The contract covers Maxi Priest’s international career, including recordings, live shows, commercial projects, brand deals, and artist development.
• Booking agencies Creative Artists Agency (CAA) and Big Wave will work with EVO Management to handle his live bookings.
• The deal follows Maxi Priest’s appearances as a special guest on UB40’s 2026 Unstoppable UK arena tour, which also featured Aswad.

Birmingham (Birmingham Express) November 6, 2026 — Grammy-nominated reggae legend Maxi Priest has officially entered into a global management deal with West Midlands music firm EVO Management, the company responsible for managing iconic British reggae group UB40.

The agreement establishes a unified strategic team for the internationally acclaimed artist, aiming to maximize his live performance presence, recording career, commercial initiatives, and global brand footprint.

Why Has Maxi Priest Signed With Birmingham’s EVO Management?

The agreement connects one of the world’s most enduring reggae vocalists with a management house rooted deeply in British reggae history. Under the partnership, EVO Management will take full control of international strategic direction, driving new recording projects, live touring campaigns, brand alignment, and commercial extensions.

Maxi Priest expressed clear enthusiasm regarding the structural move and the shared vision of his new management team.

As reported by David Bentley of Birmingham Now, Maxi Priest stated: “It’s important to have a team around me that understands my vision, shares my ambitions and supports my creative aspirations. The energy is high, the music is flowing, and I’m ready for the next chapter. This is just the beginning.”

How Does EVO Management Plan To Position Reggae In The Mainstream?

EVO Management’s leadership highlighted the singer’s unique ability to cross generational and geographic barriers while pointing to a broader objective of elevating reggae’s presence within the contemporary music landscape.

As reported by David Bentley of Birmingham Now, James Abdou, co-founder and director of EVO Management, stated: “Maxi’s desire to write, record and perform is infectious. Reggae music is massively underrepresented in the mainstream and in modern British music culture. Maxi is one of the very few British artists who breaks the mould and transcends generations, borders and genres.”

The executive infrastructure will integrate with major live performance agencies CAA and Big Wave, ensuring seamless coordination between global concert operations and corporate media strategy.

What Led To The Strategic Synergy Between Maxi Priest And UB40?

The partnership marks a natural alignment between two powerhouse entities of British reggae heritage. EVO Management already represents UB40, who recently wrapped up their extensive 2026 Unstoppable UK arena tour.

Maxi Priest and fellow reggae act Aswad featured as key special guests throughout that arena run, performing in major venues across the country including Birmingham’s bp pulse LIVE arena.

The collaborative atmosphere during the tour laid the groundwork for closer professional ties, culminating in Maxi Priest placing his managerial directorship with the West Midlands firm.

Background Of The Particular Development

Maxi Priest, born Max Alfred Elliott in Lewisham, South East London, has maintained a dominant career spanning more than four decades. Emerging from the South London sound system culture of Saxon Studio International in the early 1980s, he quickly established himself as a pioneer of lovers rock and reggae-pop fusion.

He made historic music history in 1990 when his smash hit single Close to You reached number one on the US Billboard Hot 100 chart. This landmark achievement established him as one of only a small handful of British reggae acts to achieve a US Billboard chart-topper.

Over his career, Maxi Priest has secured three Grammy Award nominations for Best Reggae Album, including a nomination for his 2019 release It All Comes Back to Love, produced alongside Jamaican dancehall star Shaggy. His catalogue features iconic global hits such as his cover of Cat Stevens’ Wild World, Housecall with Shabba Ranks, and That Girl featuring Shaggy.

EVO Management has built a reputation as a leading independent management house based in Birmingham, dedicated to nurturing legacy acts and contemporary talent within reggae, pop, and urban genres. Managing UB40 — who have sold over 70 million records worldwide — positioned EVO as a major player in worldwide music operations.

Consolidating Maxi Priest onto their roster reinforces Birmingham’s historical standing as a primary global powerhouse for British reggae management and production.

Prediction: How This Development Can Affect British Reggae And Its Audience

The consolidation of Maxi Priest and UB40 under EVO Management is poised to create significant positive ripples across the reggae music landscape, directly impacting reggae music fans, live event attendees, and younger UK musicians.

For global and UK audiences, this business partnership increases the likelihood of high-production joint international tours, festival headlining packages, and cross-collaborative studio work. By joining forces with a team experienced in managing large-scale global arena tours, Maxi Priest gains direct infrastructure support to reach expansive audiences across North America, Europe, Asia, and the Caribbean.

Furthermore, for the broader British reggae audience and emerging artists, the move signals potential reinvestment in the UK reggae ecosystem.

As legacy acts bring top-tier management expertise and commercial backing back to regional hubs like Birmingham, it creates stronger corporate appetite among record labels, promoters, and media networks to playlist and commission reggae content.

Fans can expect elevated production values for future releases, renewed catalog pushes on streaming platforms, and increased mainstream visibility for British reggae culture on a worldwide stage.