We had an amazing chit-chat with Joey Akan on The Book!
Joey Akan is a name that resonates deeply within the fabric of Africa’s music ecosystem. As a celebrated music journalist, cultural critic, and storyteller, Joey has carved a niche for himself, documenting the heartbeat of Afrobeats and the intricate stories behind its meteoric rise. His work goes beyond the surface, delving into the business, artistry, and personalities that shape Africa’s most vibrant sound. From Lagos to global stages, Joey’s voice amplifies the journeys of artists, producers, and executives, bringing African music to the world with authenticity and depth.
The Book is a compelling interview series by A&R Duty that chronicles the untold stories of Africa’s music industry pioneers, innovators, and stakeholders. Through engaging conversations, it peels back the layers of the industry to reveal the triumphs, challenges, and personal journeys that drive the creative economy forward. It’s a space where voices are heard, milestones are celebrated, and the narrative of African music is written with purpose and passion.
The conversation started with Joey expressing his anger towards the economic wreck we are in as a nation, and we’d both taken a moment to share our cup of tea on the matter. This stemmed from his recent trip abroad, and having observed the structure and way of life, things here just left a bitter taste in his mouth.
After this reflection, we delved into the interview proper, trying to understand his vision and overall impression of his journey.
When asked how he feels about his journey thus far, Joey’s response was reflective: gratitude. “Looking back, the overriding feeling is gratitude,” he said. “I’ve done things I didn’t believe I would. I’m in a position I didn’t think about when I started. People talk about me building a brand, but that was never the goal. I set out to tell stories, to influence the space, and to help people.”
This humility and focus on service underpin every milestone Joey has achieved. From writing for globally recognized publications like The New York Times, CNN, and The Guardian UK to building his own media company, he has always remained true to his principles.
“I never set out to build a name,” he continued. “These things are just byproducts of doing it right, I guess. I’m grateful that the universe has answered when I’ve called, and that I’ve maintained the ability to find childlike wonder in the things I see every day within the space.”
Joey’s upbringing was marked by turbulence—a reality that shaped his hunger for success and his passion for self-improvement. “I used to walk around with a chip on my shoulder,” he admitted. “I had so much to prove, not just to the industry or the world, but to myself.”
Those early struggles instilled a deep drive to create value and find purpose. Joey’s love for music and storytelling became the foundation for his career, but his ultimate goal has always been larger: to improve processes, uplift others, and create meaningful change.
“As a kid, I wanted to work in the media. I wanted to win awards, to influence understanding of music and the ecosystem that supports it. Over time, I’ve done all of that. But the chip on my shoulder remained until I looked around and said, ‘Hey, Joe, you’ve created value. You’re worth something.’”
Joey’s achievements are a reflection of this realization. He’s not just a chronicler of the Nigerian music scene; he’s a key player in shaping its narrative. His work highlights the intersection of art, business, and culture, bridging the gaps between local talent and global audiences.
Now, Joey is guided by a new set of dreams—ones that push him beyond the accomplishments he’s already ticked off his list. “I’ve always found happiness in service,” he said. “Whether it’s improving processes, uplifting voices, or even just adding to the silence, my goal has always been to create something better.”
Reflecting on his journey, he emphasized the importance of staying curious and resilient. “I’m grateful that I still have the ability to walk past being jaded and find wonder in what I do. That curiosity keeps me going.”
At the heart of every impactful story lies the pulse of a resilient individual whose journey illuminates the delicate interplay of passion, conviction, and courage. Such is the story of a man deeply drawn to the creative ecosystem—the music, the art, and the beauty of unfiltered expression.
“I’m drawn to the space because of the magic of creativity,” he begins, his voice echoing with pride and gratitude. “I wouldn’t wish to be anyone else. I’m proud of the things I’ve created and what I’m still creating. Hopefully, I’ll accomplish what I ought to before I take my leave.”
This conviction—rooted in an unshakeable love for music and words—charts his journey into the music industry. From a child captivated by books and sound to a visionary shaping the narrative of Nigerian entertainment, his evolution is as deliberate as it is serendipitous.
“I’ve always loved music,” he reflects, a hint of nostalgia in his tone. “As a kid, it taught me poetry and calmed me. Growing up, I just knew that if I found the intersection of words and music, I’d be happy.” That intersection became a reality when, while still in university in 2012, an unexpected call propelled him into the world of journalism.
“I was on a beach, celebrating the end of an exam, and I got a call offering me a job I never applied for,” he recalls, chuckling. “It’s funny; my jobs find me. I don’t go looking for them.”
Moving to Lagos in 2013, Joey plunged headfirst into the fast-paced world of media, often navigating its demands from a backpack and the corners of an uncompleted building. By 2014, he had an epiphany: his work, though significant, was not yet exceptional. “I studied and taught myself how to write differently, and I told myself I’d make my work special. I didn’t want to write about celebrity lifestyles. I wanted to focus on the art.”
This focus redefined entertainment journalism in Nigeria, steering it toward meaningful conversations about music and creativity. “It was shocking to see artists struggle to articulate their art,” he notes. “But I knew there was a gap to fill—helping people communicate their truth through their music.”
As his influence grew, so did the challenges. The life of a public creative comes with its complexities. “Sometimes, it’s overwhelming,” he admits. “You expand, and suddenly you’re swamped with admin tasks, meetings, events. You lose sight of what matters: the creativity.” Recognizing this, he surrounded himself with a reliable team. “Now, I focus on creating, consuming, and maintaining both my industry relationships and my audience. Creativity must remain at the core.”
Yet, speaking truth in an industry fueled by marketing and perception has made him polarizing. “I focus on the truth of a thing, not the emotion or the lie of it,” he says with conviction. “And that’s bound to upset people. Yes, I’ve had well-documented spats with industry names, but none of it is personal. It’s about upholding the integrity of the craft.”
In this delicate dance between honesty and diplomacy, he remains grounded. “People think I’m brave, but I’m not. I just have conviction. I can’t sleep knowing the truth is being overshadowed by marketing fluff.” His commitment to truth has forged both enemies and allies, but he meets every situation with grace. “One day, I’ll call up the people I’ve had conflicts with, and we’ll laugh about it. At the core, we’re all driven by the same love for music.”
For a man who calls his career “a rambunctious stab in the dark,” his path has been anything but aimless. From partnerships with global brands like Mattel and Netflix to groundbreaking work as an A&R and brand strategist, his life is a testament to the power of showing up, staying curious, and trusting the process.
“Every day is different, and I’m learning so much about culture, psychology, and the utility of sound,” he says, his voice tinged with wonder. “It’s fun, it’s dark, it’s sunny, but it’s life. And I wouldn’t have it any other way.”
The African music industry has seen a remarkable transformation in the last decade, with Afrobeats at the forefront of this revolution. From local clubs to global stages, the genre has captured the hearts of millions worldwide. But as its popularity grows, so do the complexities and challenges. In our conversation, Akan shared his thoughts on the evolution of Afrobeats, the challenges of maintaining authenticity amidst international success, and his perspective on the future of the genre. His journey and expertise offer valuable lessons for those navigating the intersection of creativity, business, and culture in the global music industry.
As we reflect on the rise of Afrobeats, it’s clear that the genre has transcended boundaries, becoming one of the most influential global sounds of the 21st century. Yet, as Akan points out, this success has not come without its challenges. “The world has given us a lot of beauty,” he notes, “but we’ve also lost some authenticity in the culture.”
Akan speaks candidly about the compromises that have occurred along the way. While Afrobeats artists have been able to achieve international acclaim, he argues that the drive for success has at times diluted the true essence of African culture. “We’ve failed to invest enough in grassroots development. We’ve mined the creative space without putting money back into it. Instead, we’ve focused too much on immediate success,” he explains.
While Afrobeats has achieved significant success on the world stage, Akan raises an important question: “We were once local, what happened?” He points to the tension between global recognition and staying true to the roots of the music. “We can’t afford to lose our soul or alter our culture so much that we don’t recognize ourselves in the mirror anymore,” he asserts.
Despite these challenges, Akan remains optimistic about the genre’s future. “We have an infectious melody, a style that resonates across cultures. It’s something that transcends borders,” he says, highlighting the universal appeal of Afrobeats. “Our ability to work hard, stay competitive, and connect with the global community is what’s propelled us forward.”
Longevity in the Industry: Evolving While Staying True
In an industry that is constantly evolving, the question of longevity becomes central. What makes an artist stay relevant in an ever-changing market? For Akan, the answer lies in adaptability. “Longevity in this industry is a function of being fluid and willing to change,” he explains. “The music industry constantly demands novelty, and it’s the artists who can evolve with it that stay relevant.”
But adaptability does not mean losing one’s identity. Akan believes that the key to success is finding a balance between evolving with the industry and staying true to one’s roots. “It takes extreme bravery and generosity of spirit to change. It means being willing to challenge your ego and keep learning.”
For Akan, the artists who endure are those who can reinvent themselves without compromising their core essence. “It’s about being fluid, but still keeping your integrity intact,” he advises. “The ones who make it long-term are the ones who aren’t afraid to evolve while remaining true to their essence.”
The Power of Branding: Amplifying Your Unique Qualities
Branding is more than just a marketing tool; it’s an essential part of an artist’s journey, especially in today’s competitive music scene. Akan has seen many artists struggle with this, often looking outside themselves for inspiration instead of focusing on their unique qualities. “Find the parts of yourself that are unique and amplify them,” he urges. “That’s how you build a lasting brand.”
He emphasizes that authenticity is the foundation of successful branding. “Artists often think they’re not special or that they don’t have what it takes. But everyone has something unique. The key is to tap into that and express it fully.”
In Akan’s view, the most successful brands are built on a genuine expression of self. “You have to refine your unique qualities and present them in a way that resonates with people,” he says. “That’s the foundation of great branding and long-term artistic growth.”
Afrobeats Intelligence: Documenting the Culture
Akan’s commitment to Afrobeats goes beyond his work as a journalist and commentator. His creation of Afrobeats Intelligence was born out of a desire to share the true story of the genre with the world. “I wanted to provide more than just introductory pieces about Afrobeats,” he shares. “I wanted to dig deeper into the culture, explore its many layers, and showcase the nuances that others weren’t addressing.”
Through Afrobeats Intelligence, Akan has built a platform that highlights the rich history, artistry, and business of Afrobeats. His work has become a valuable resource for industry professionals and fans alike, offering insights into the evolution of the genre and its global impact. “It’s about telling our story, but doing it in a way that inspires others and brings people into the conversation,” he explains.
Afrobeats Intelligence has evolved into more than just an editorial platform. It now includes a podcast and a growing list of partnerships with major global players in the industry. “We signed a huge new global partner this year,” Akan reveals. “It’s going to take us to the next level.”
The Future of the Industry: Digital Tools and Adaptation
As the music industry continues to embrace technology, Akan sees both challenges and opportunities. “The music industry has always embraced new technology, and we continue to live on the cutting edge of every new platform,” he says, referring to the growing influence of social media, streaming platforms, and new digital tools.
One of the most prominent discussions in the industry today is the role of AI and automation in the creative process. While Akan acknowledges the potential of AI, he remains cautious. “AI may replace certain jobs, but it can’t replicate human emotion or creativity,” he says. “We still need emotional intelligence, and that’s something that can’t be replaced.”
But Akan also recognizes that, like any new technology, AI comes with both blessings and curses. “In the short term, it can feel like a curse. In the long term, it may be a blessing,” he reflects. “But at the end of the day, it’s up to us to adapt and use these tools to further our creative and business goals.”
His parting words? A gentle reminder of the resilience that fuels his journey. “Sometimes, you want to look up and thank God. Other times, you want to point to the ground and demand it opens up. But in the end, it’s about staying true to yourself and your art.”
Conclusion: Telling Our Own Story
Joey Akan’s career is a testament to the power of storytelling in the African music industry. From his work at Afrobeats Intelligence to his role in shaping the narrative of Afrobeats, he has consistently sought to tell the deeper stories that shape the culture. His insights into the challenges, successes, and future of Afrobeats offer a roadmap for artists, executives, and creatives looking to navigate the complex global landscape of music.
As Afrobeats continues to grow and evolve, Akan’s voice remains one of the most authentic and insightful in the industry, reminding us of the importance of maintaining our roots while embracing change.
Interview conducted and written by Andrea Andy
Lammy A: Redefining Success in the Creative EconomyIn the vibrant tapestry of Nigeria’s creative landscape, few names shine as brightly as Lammy A. Known for her audacious storytelling, innovative strategies, and unyielding passion for the arts, Lammy has carved out a niche as a force to reckon with in the industry. From steering groundbreaking projects to mentoring a new wave of creatives, her journey is a testament to the power of vision and resilience. With an infectious energy that transcends her work, she stands as both an inspiration and a trailblazer, rewriting the script for what it means to succeed in the creative economy.
Welcome to The Book, an exclusive interview series that delves into the untold stories and remarkable journeys of Nigeria’s music and creative industry stakeholders. From seasoned veterans to rising stars, The Book celebrates the visionaries shaping the landscape, offering insights, inspiration, and a deeper connection to the beating heart of the industry.
Speaking with The Book, Lammy shared insights into her journey, challenges, and ambitions.
Lammy’s foray into the music industry was anything but planned. “I would say it was a twist of fate,” she recalls. “I’d always worked in entertainment even while in university, but sometime in 2018, I stumbled on my first job in the music space.”
She recounts attending a meeting she wasn’t supposed to be part of, where her spontaneous contributions caught attention. “I just kept giving my two cents. Right after that meeting, I made a friend—someone who’s a global superstar now.” By 2019, she was at a crossroads, considering a career in fashion and beauty. However, the friend suggested she leverage her growing network in the music space.
“He said to me, ‘In the past few months, you’ve made many friends and helped certain people get on their feet. Why not use that network to build yourself in this space?’” Lammy took the advice and began working as an assistant at a talent management company. That role became her entry point into the multifaceted world of music. “In my first year, I doubled into many things—A&R work, project management, rollouts—and that helped me eventually find my niche.”
Though music became her calling, Lammy’s love for fashion never waned. Her dual expertise as a digital creator and music executive has become an advantage in her career. “I’ve always had an interest in creating digital content, directing, and storytelling,” she says. “Both experiences work hand in hand because I spend a lot of my time in the digital space, figuring out what works for campaigns and using those insights for my personal creative life.”
Lammy’s approach to platforms like TikTok and Twitter exemplifies her ability to merge creativity with strategy. “When I’m building TikTok campaigns, I draw from my personal experience trying to figure out what works on my page. That way, I can tell a client or artist, ‘This type of content won’t fly right now, given the mood of the country. Let’s try this instead.’”
One striking aspect of Lammy’s journey is the role women have played in her success. “Every single opportunity I’ve gotten in this space was mostly given to me by ladies,” she says, dispelling the narrative that women don’t support one another.
Reflecting on this, she emphasizes discernment in building the right connections. “There’s this perception that women are hard to work with, but I’ve found that they are just assertive. I was able to discern the right people to network with—women who could hold my hand, mention my name in the right places, and fight for me even when I wasn’t in the room.”
Lammy’s commitment to paying it forward led her to found the DIY Collective, an initiative dedicated to providing structured access for creatives. “Earlier in my career, it was hard for people like us because we were young and often seen as clueless,” she says. “I told myself that one day when I got older, I would break the fences and let people in.”
However, Lammy quickly realized the importance of structure. “It’s not just about access; it’s about education and creating pathways for growth.” Through workshops, the DIY Collective has facilitated over 100 internships, jobs, and funded projects for participants. “I don’t want workshops to end with conversations. There has to be an end game,” she stresses.
When asked about the biggest issues plaguing the Nigerian music industry, Lammy is candid: “Education and respect for structure. Many creatives don’t understand the business side of things. And then there’s the lack of resources, which stems from a larger issue—the economy of the country.”
She also highlights the need for personal development to balance the creative and business sides of her role. “I read a lot of leadership and self-development books. It helps me dream big but also stay realistic about what’s achievable from a business perspective.”
Despite her achievements, Lammy is no stranger to burnout. “I didn’t escape it this year,” she admits. Her coping mechanisms include listening to gospel music, cooking, and embracing stillness. “Sometimes, I’ll just lie in bed for hours without doing anything. People think it’s crazy, but it’s what I need to recharge.”
Her primary motivation? “The fear of poverty,” she says with a laugh, before adding, “I also want to be known for doing cool things. When I’m down, I remind myself I haven’t done the coolest thing I want to do yet, and that gets me back on my feet.”
Reflecting on her journey, Lammy shares key lessons: “There are no permanent friendships or enemies in this industry. It’s also important to keep learning because the moment you stop, everyone else leaves you behind.”
She advises artists and music executives to focus on talent development and community building. “It’s not just about putting out music; it’s about creating an identity. Build a fanbase, no matter how small, and nurture it. Fans become your influencers over time.”
Looking ahead, Lammy expresses concerns about the “Afrobeats to the world” movement. “In the next five years, I worry it might spiral out of our control, with people who don’t understand its roots dominating the narrative,” she warns. To counter this, she advocates for education and structure to protect the industry’s authenticity.
Lammy’s advice to her younger self and aspiring creatives is simple yet profound: “Be grounded in who you are. Surround yourself with people who tell you the truth, not just fans or yes-men. And remember, it’s okay to dream, but always back it up with a solid plan.”
Lammy A’s story is a testament to resilience, innovation, and the power of community. As she continues to break barriers and pave the way for others, her journey serves as an inspiration for all striving to leave their mark in the creative industry.
The Book remains dedicated to amplifying voices like Lammy’s, documenting the stories that shape the present and inspire the future of Nigeria’s music industry.
Interview conducted and written by Andrea Andy
Welcome to “The Book” interview series on A&R Duty, where we delve into the lives of the faces shaping the future of our Industry.
This paper features Motolani Alake, former music critic who has carved his name in the history of music journalism in Nigeria and now is A&R coordinator, label and marketing manager at Virgin music. Safe to say his impact resonates within the fabric of the Nigerian music scene and in this exclusive conversation for ‘The Book’ series, Andrea Andy had a sit down with him delving into his career, journey and his vision for the future of the music industry.
The conversation began with the question of the story of how his journey in the industry started and in answering his voice was calm yet resonant. “ I’ve always been in and out of music. Music has been a constant, always there, like background noise that never quite goes away.” He recalls a teenage version of himself, always armed with headphones. “My dad would criticize me for it. ‘If you want to do music, do music. If you want to be an artist, be an artist,’ he’d say. But being an artist? Nah, that was never the plan.”
For someone who claims artistry wasn’t his calling, Motolani’s early years tell quite an interesting story. In 2008 and just starting out in the university, he discovered Fruity Loops — the production software and was intrigued by it “A friend, Dehinde, showed me Fruity Loops, and I was hooked. I didn’t even have my own laptop at the time; I was just borrowing his and tinkering with beats.”
His fascination turned into a brief, passionate stint as a music producer, eventually earning him a production deal with a Detroit-based company. But like many young dreams, it fizzled out. “My laptop crashed, I lost all my beats, and honestly, I just didn’t care anymore. It was like the universe was telling me something. I had too many ideas, too many interests. I wanted to create start-ups, do something big, but I wasn’t settled.”
The transition to media wasn’t exactly a career pivot — more of a slow, almost accidental shift. Motolani wasn’t chasing a dream in journalism; he was following his curiosity. “I’ve always been a reader, always into content. I was the editor-in-chief of my secondary school press club by age 13, but even then, I didn’t think media was my path.”
It was a series of chance encounters that led him to writing. First, there was Ayo Falusi, a friend who saw potential in Motolani’s offhand comments and musings, encouraging him to start a blog. Then came Segun Akande, a university mate who later coaxed him into contributing to a platform called Qollom. “At the time, I had a lot of opinions I wanted to rant about. And rant I did.”
But it wasn’t until 2017, during what Motolani calls the darkest period of his life, that writing became more than just a distraction. “I was depressed, didn’t know what I was doing with my life. NYSC was over, my mates were in law school, and I was stuck.” It was during this period of uncertainty that he co-founded Urban Central, a blog where he and his friends could voice their unfiltered thoughts about music and culture. “People started paying attention. For the first time, I realised that what I was saying mattered.”
It was also around this time that Motolani’s critical voice began to take shape. “Osagz found me,” he says, referring to Osagie Alonge, the influential media figure who would later recruit him to Pulse Nigeria. “Urban Central was where I started to really express myself. Osagz discovered me there, and the rest is history.”
Though his background in law seems at odds with his current profession, for Motolani, it was never about the courtroom. “I studied law not because I wanted to be a lawyer, but because I had the grades and the aptitude,” he explains, matter-of-factly. “In Nigeria, if you’re an art student and one of the best in your class, law is the default. But did I ever plan to practice? Not really.”
Even so, his legal training has left its mark on how he approaches criticism. “Law taught me how to argue, how to present facts, how to stand by my opinions with confidence.” And it’s this confidence that has defined his career as one of Nigeria’s most audacious music critics.
“I think people mistake boldness for pride,” he says. “I’ve been called proud since I was 15. But it’s not about pride. I’m just confident in my ability to critically think, and that’s what people don’t always understand.” Of course, being outspoken in an industry that thrives on relationships hasn’t been without its challenges. “There’s always backlash,” he admits. “But the truth is, I don’t write with an agenda. I don’t write to hurt anyone. I write because I believe what I’m saying is the truth, and if I think it’s the truth after weighing all the facts, then that’s what I’ll publish.”
For Motolani, the key to navigating the minefield of artist relationships is respect. “When I meet artists who I’ve criticized, they often ask, ‘Why did you say this about me?’ And I break it down for them. Most of the time, we agree to disagree, but they respect me for standing by my opinion. It’s not about making friends; it’s about maintaining integrity.”
Speaking on the thin line between critique and trolling, a line many critics have crossed, sometimes unknowingly. “Criticism is an art,” he says thoughtfully. “It’s about separating the personal from the professional. My critiques are never about the artist as a person; they’re about the music, about the work. But I understand why people sometimes take it personally. It’s their craft, their passion. I get it.”
And yet, Motolani remains unapologetic. “I’ve been blessed to have a platform where my voice is heard. I owe it to that platform, to myself, and to my readers to be honest, even if that honesty ruffles a few feathers.”
He went on in the conversation noting that music critique involves three perspectives: the critic, the fans, and the artist.
“The job of a music critic is to speak the truth,” Motolani says, emphasizing that anything outside of this would betray one’s authenticity. He acknowledges the delicate balance involved, as critics often deal with human beings, each carrying their vulnerabilities.
“A lot of us think we are good with feedback, but most of us are not,” he adds, pointing to the artists who have created hit records and received public adoration. Now, how do they handle critical feedback—does it make a difference, or does it feel like an attack on their brand?
Motolani touches on how fans also struggle with understanding criticism. “The fans are just what the artists are on steroids, right? They also don’t know how to process criticism… They think it’s an attack.” His controversies, such as with Tiwa Savage and Santi, brought this into focus. With Santi, he clarified that his commentary wasn’t an attack on wealthy kids but more about how a certain mentality can collapse good moments and….. “I frankly didn’t think the music was good.”
Regarding Tiwa Savage, Motolani reflects on the lessons learned from their disagreement and the ruckus that surrounded that particular review. “We’ve built a friendship now. We had a conversation and I apologized. I understood that she was a woman in the industry, a black woman trying to survive in a male-dominated space. She is a mother, and the reality for her is entirely different so I had to take responsibility for that.”
We touched on music journalism in Nigeria and he spoke on the fact that he believes the industry is thriving and doing well and he made sure to give accolades to quite a number of people making an impact and contributing to the growth of media.
Speaking on journalism, Motolani encourages more young people to explore the field and the possibilities of the field and how it can open them up to their purpose. He made firm on the fact that journalism would teach about life, discipline, contribution, dedication, and human behavior.
“I would like for a lot of young people to be interested in work not just the glamor and the glitz but the grit and grind.”
He expressed how he believes that part of the industry needs more investment.
“I need more people to invest in the smaller media platforms and to help them grow and scale. I need the big media platforms to also pay people well, competitive salaries some are still running on 2018 salary scales” he spoke on how while the country might be going through it economically these companies charge more and should be able to increase people’s salaries which he believes can potentially help the claim of young people not wanting to do media anymore.
Motolani’s journey as a critic shaped his career, but today, he stands at the intersection of music journalism and the music business. Currently the Label and Marketing Manager, as well as A&R Coordinator for Virgin Music, his path has been anything but linear. He entered Pulse in 2019 as a senior reporter covering pop culture, aiming to work at a DSP but unsure how to reach that goal. He faced pivotal moments throughout his career, like receiving job offers in 2020 that didn’t feel right and grappling with a sense of burnout while editor-in-chief at Pulse in 2022.
Burnout hit hard. “I was genuinely burnt out… It got to a point where I was scared to return calls.” As editor-in-chief, his focus was now more on administrative strategy and partnerships, which allowed him some respite, but in reality the passion for writing had faded. “In my final 10 months at Pulse, I don’t think I wrote more than six articles.” During this time, doors were opening—offers from social media platforms, DSPs, and other ventures came his way, but none felt like the right fit.
After stepping down from Pulse in November 2022, he briefly worked as a General Manager for Engage before moving on to Virgin Music in early 2023. For Motolani, the transition to Virgin Music was more than just a career move; it was the fulfillment of a lifelong dream. “It’s a dream come true… a privilege to work on this side.” His role at Virgin Music allows him to blend his deep experience in media with his newfound responsibilities in the music business.
Faith has been a cornerstone of Motolani’s life, and he doesn’t shy away from acknowledging it. “I don’t do anything without my God. My life is generally a miracle.” This foundation, paired with his vast knowledge of media and music, has positioned him well to thrive in the industry.
Now, as an A&R coordinator, Motolani applies the habits he honed as a music journalist. “People are familiar with the name and respect it. They know I’m going to speak the truth regardless.” While his methods of talent discovery have evolved, he still relies heavily on digital tools and emphasizes the importance of artist development.
“If you refuse to go through artist development, it’s going to show in your career, and you are not going to like it when it comes out.” Motolani speaks candidly about the lack of media training among Nigerian artists, calling it a “serious pandemic” that needs to be addressed.
Reflecting on his career, Motolani doesn’t have many regrets. “Every decision I’ve made has led me to this point.” He believes his strong relationship with Tiwa Savage today is a result of their earlier conflict in 2020. However, one thing he wishes he had done is document sound engineers, acknowledging their importance in the music industry.
Motolani’s principles guide him both personally and professionally. “God, faith, and integrity are at the core of everything I do,” he says, adding that it’s important to find something bigger than oneself. He stresses the importance of mentors, respect, passion, and building relationships. “Don’t do it for money; do it for impact. The money will come. But build relationships, nurture them, and have a group of friends you can trust.”
For emerging artists and aspiring music executives, Motolani offers valuable advice. “Emerging artists, be sure this is what you want. Put everything into it. Experiment, find your sound, and build a community rather than chasing hits.” To aspiring executives, he emphasizes starting early and honing skills at whatever level possible. “Contribute actively, and don’t wait for the big names.”
Motolani Alake’s journey is one of resilience, passion, and purpose. From navigating the challenges of music journalism to his current role at Virgin Music, he continues to forge ahead, driven by faith, the desire to impact lives, and an unshakable commitment to the truth.
Interview conducted by Andrea Andy
Written by Andrea Andy and Michelle Ejiro
The music industry has undergone significant transformations in recent years, and the role of Artists and Repertoire (A&R) representatives has become more crucial than ever. As we navigate the ever-changing landscape of 2024, here are five key reasons why A&R remains vital to the music industry:
A&R representatives are the gatekeepers of new talent. They scour the globe to uncover emerging artists, identifying potential stars and nurturing their growth. By investing time and resources into artist development, A&R reps help shape the sound of tomorrow. In 2024, with the rise of social media and streaming platforms, A&R reps must adapt to new discovery methods, leveraging data analytics and online platforms to find the next big thing.
A&R representatives provide invaluable guidance to artists, helping them navigate the complex music industry. From crafting a compelling artist vision to advising on collaborations and productions, A&R reps offer expert insight. In 2024, artists face increased pressure to constantly produce content; A&R reps help prioritize creative direction, ensuring artists stay focused on their artistic goals.
A&R representatives foster essential relationships between artists, producers, songwriters, and other industry professionals. By facilitating collaborations and introducing artists to key players, A&R reps accelerate career advancement. In 2024, strategic partnerships are critical; A&R reps must cultivate relationships with streaming platforms, labels, and management companies to secure favorable deals.
A&R representatives ensure artistic quality and coherence, working closely with artists to refine their sound. By providing constructive feedback and suggesting innovative ideas, A&R reps enhance the creative process. In 2024, with the proliferation of releases, A&R reps must maintain high standards, distinguishing exceptional artistry from the noise.
A&R representatives play a pivotal role in transforming artistic talent into commercial success. By identifying market trends and developing targeted marketing strategies, A&R reps amplify artist visibility. In 2024, with the importance of branding and visual identity, A&R reps must collaborate with artists to craft a compelling narrative, aligning music with fashion, art, and cultural movements.
As the music industry continues to evolve, A&R representatives must adapt, embracing:
– Data-driven decision-making
– Social media and streaming platform expertise
– Diversified revenue streams (e.g., sync licensing, merchandise)
– Artist-centric approaches
– Global market awareness
By recognizing the importance of A&R in 2024, the music industry can:
– Foster innovative artistry
– Drive commercial growth
– Cultivate lasting careers
– Shape the future of music
At A&R Duty, we understand the vital role A&R plays in shaping the music industry. Our expert team is dedicated to discovering, developing, and guiding emerging talent.
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In the dynamic landscape of the music industry, the emergence of new talents is crucial for its continuous evolution. CandyTimi, renowned for his prowess in marketing, Public Relations (PR), creatives, Artist & Repertoire (A&R), and executive production, spearheaded the Funfillage Project. This collaborative EP is the first EP of other cross-continental collaborative projects that will see Funfillage assemble rising artists, also
venture serves as a platform to promote and introduce budding artists from 3 different countries in Africa to the mainstream audience. Funfillage, an amalgamation of media, marketing, artist development, and community support, embodies CandyTimi and his team’s commitment to nurturing creativity and fostering growth within the music industry.
Funfillage’s dream stemmed from their deep-rooted passion for discovering and uplifting emerging artists. Recognizing the challenges faced by new talents in gaining visibility and recognition, they envisioned a platform that would not only showcase their abilities but also provide comprehensive support throughout their artistic journey. With this mission in mind, CandyTimi and his team established Funfillage as a multifaceted entity dedicated to empowering artists and amplifying their voices.
At the heart of the Funfillage Project lies the collaborative EP, meticulously curated and produced under CandyTimi’s guidance. This EP serves as a showcase of diverse talents across various genres in Africa, offering a glimpse into the vibrant tapestry of emerging artists’ creativity. Through strategic curation and meticulous production, FunFillage ensures that each track resonates with authenticity and innovation, capturing the essence of the artists’ unique vision with 12 different artists under 7 tracks.
Beyond the confines of traditional music promotion, Funfillage employs a holistic approach to showcase new talents on the project such as Adam Srae, Emaxee, DIPCRACY, Hanomalee, Ego!, Ella Gomenti, D-Ennay, Sean Ayce, Chibbs, Kurry & Vinn. Leveraging its robust media and marketing infrastructure, Funfillage amplifies the reach of the collaborative EP, garnering attention from mainstream audiences and industry insiders alike. Through targeted promotional campaigns, multimedia content creation, and strategic partnerships, CandyTimi and the Funfillage team elevate the visibility of emerging artists, positioning them for success in the competitive music landscape.
CandyTimi’s leadership in the Funfillage Project exemplifies a paradigm shift in the music industry, where fostering new talents is not just a passion but a mission. Through his expertise in A&R and executive production, CandyTimi has curated a collaborative EP that not only promotes emerging artists but also embodies the spirit of creativity, innovation, and community. As Funfillage and CandyTimi continue to make waves in the industry, it serve as a beacon of hope for aspiring artists, ushering in a new era of inclusivity and opportunity in music. This is why we employ you again to listen to the project.
IG: @thecandytimi
Twitter: @thecandytimi01
Follow FunFillage
Instagram || Twitter || Spotify || Apple Music || YouTube
Promoting music is a multifaceted endeavor that requires a strategic and creative approach. As an A&R professional, your role in developing unique and effective promotional campaigns is crucial for the success of your artists. In this blog post, we will explore creative campaign ideas that A&R teams can employ to elevate their music promotion game and capture the attention of their target audiences.
Social media challenges have become a popular way to engage audiences and create a buzz around a song or artist. Develop interactive challenges that encourage fans to create user-generated content related to the music. This could include dance challenges, lip-sync challenges, or even challenges that spark creativity by inviting fans to reinterpret a song in their own unique way. Leverage hashtags and incentivize participation to maximize reach and engagement.
Collaborating with other artists for cover songs can help introduce your artist to new audiences and create viral moments. Identify artists – both established and emerging – who share a similar fanbase or musical style. Collaborate on cover songs and release them as singles or music videos. This cross-pollination of talent can generate excitement and increase visibility for both artists involved.
Invite a select group of fans, industry professionals, and tastemakers to exclusive pre-release listening parties. These intimate events allow you to create a personal connection with key influencers and generate early buzz around the music. Offer sneak peeks of upcoming releases, provide behind-the-scenes insights, and encourage attendees to share their excitement on social media.
Music videos are an essential component of music promotion. In the age of immersive experiences, create visually stunning and concept-driven music videos that captivate viewers. Collaborate with talented directors, choreographers, and visual artists to craft a visual storyline that complements the music. Invest in high-quality production values to make the video stand out and leave a lasting impression on audiences.
Live streaming has become a powerful tool for connecting artists with their fans. Organize interactive live stream events that go beyond traditional performances. Incorporate Q&A sessions, behind-the-scenes moments, and even surprise guest appearances. Engage with fans in real-time, respond to their comments, and make them feel like active participants in the event. These live stream events can generate excitement and build a strong sense of community around your artists.
Leverage the popularity of streaming platforms by collaborating with influential curators and playlist creators. Develop targeted campaigns that aim to get your artist’s music featured on popular playlists. Engage with curators and provide them with exclusive content, behind-the-scenes insights, or even personalized messages from the artist. These collaborations can significantly enhance the visibility and reach of your artist’s music.
Merchandise is not only a revenue stream but also a powerful promotional tool. Develop unique and creative merchandise campaigns that align with the artist’s brand and music. Limited-edition items, exclusive bundles, or merchandise tied to specific songs or album themes can create a sense of exclusivity and incentivize fans to make a purchase. Encourage fans to share their merchandise on social media, further amplifying the promotional impact.
The art of music promotion requires innovation, creativity, and a deep understanding of your artist’s brand and target audience. By implementing engaging social media challenges, organizing unique cover collaborations, hosting exclusive pre-release listening parties, creating immersive music videos, organizing interactive live stream events, collaborating with playlist curators, and developing creative merchandise campaigns, A&R teams can maximize the promotional impact and propel their artists to new heights.
Remember, as an A&R professional, your creativity and strategic thinking can make a significant difference in capturing the attention and hearts of audiences. Continually explore new ideas, adapt to evolving trends, and connect with your fanbase authentically to ensure the success of your artists in an increasingly competitive music landscape.
As an A&R professional, having a solid understanding of music production techniques is essential in identifying potential hits, providing constructive feedback to artists, and ensuring the release of high-quality music. In this blog post, we will explore some of the fundamental music production techniques that every A&R professional should know to excel in their role.
Being able to evaluate audio quality is crucial when assessing demos or recorded tracks. Familiarize yourself with the technical aspects of sound reproduction, including clarity, balance, dynamics, and overall mix quality. This knowledge will empower you to make informed decisions about the potential of a song and guide artists toward achieving professional sound standards.
Understanding song structure and arrangement is essential for identifying potential hit songs. Develop an ear for catchy hooks, memorable melodies, and engaging choruses. Pay attention to the arrangement by recognizing the placement of verses, bridges, and breakdowns to ensure the song flows smoothly and captivates listeners from start to finish.
Music production knowledge allows you to provide valuable feedback to artists and producers. Learn to articulate technical aspects effectively while considering the artist’s artistic vision. Offering constructive criticism about mixing, vocals, instrumentation, or overall sound quality can help elevate a song to its maximum potential and guide the artist toward optimal performance.
Knowing the basics of sound design can add a valuable dimension to your A&R skills. Learn about synthesizers, effects, and virtual instruments to understand how different sounds are created and manipulated. This knowledge will enable you to conceptualize and communicate fresh sonic ideas, ensuring that your artists’ music stands out in a crowded market.
The music industry is always evolving, and it’s crucial for A&R professionals to stay informed about current production trends. Explore a wide range of genres and listen to emerging artists to identify innovative production techniques that can make your artists’ music relevant and cutting-edge. Being knowledgeable about the latest trends will also demonstrate your expertise in guiding artists toward commercial success.
Collaboration between A&R professionals and producers is vital in ensuring successful music production. Develop strong working relationships with producers, understanding their creative process and technical expertise. Effective communication and partnership can create exceptional records, bringing out the best in both the artist and the production team.
Vocals are often the centerpiece of a song. Enhancing vocal production is a critical aspect of music production techniques. Acquire knowledge about microphone techniques, vocal processing, and editing. Learn to guide artists in achieving outstanding vocal performances that convey emotion and captivate listeners, ultimately elevating the impact of their music.
Explore music production software and digital audio workstations to gain practical expertise in recording, editing, and mixing music. Familiarize yourself with plugins, automation techniques, and mastering tools. This technological know-how will help you collaborate effectively with artists and producers, ensuring the best results in the final production.
Mastering music production techniques as an A&R professional will enhance your ability to discover, develop, and guide artists toward success. By understanding audio quality, and song structure, providing constructive feedback, and staying updated with production trends, you’ll elevate the quality of the music you work with. Embrace creative sound design, collaborate effectively with producers, emphasize vocal production, and leverage technology to refine and enhance the production process.
Remember, becoming proficient in music production techniques allows you to identify hit potential and guide artists to reach their full creative expression, making you an invaluable asset in crafting exceptional music in the ever-evolving music industry.
In an electrifying display of passion, stamina, and unyielding creativity, A&R Duty in collaboration with HitSound have shattered records and expectations alike. They have turned the impossible into a soul-stirring melody, creating a new Guinness World Record for the longest recording marathon with multiple artists for an incredible 75 hours.
This triumph is not only a testament to relentless dedication but also solidifies A&R Duty’s place as the first independent A&R company globally to A&R an astounding 50 songs within the span of our 75-hour marathon. HitSound has also seized the spotlight, becoming the world’s first music producer to produce and record over 50 songs within the pulsating beats of time weaving through these 75 hours. Remember these names, remember this day — history has been scripted.
But the ripples of this incredible venture flow beyond our studio spaces. They echo through the heart of Afrobeat and shape a dynamic force in the global music market space. A&R Duty now proudly stands as the first independent A&R company in Africa to enlist professional prowess in pursuit of groundbreaking sonic adventures.
From Lagos to Los Angeles, from Accra to Amsterdam, a new wave of Afrobeat is on the rise. Each chord struck, each lyric spun into gold during this marathon has contributed to a rich tapestry of music that will shape not only the Afrobeat genre but also the texture of global musical artistry.
We invite you to revel in this triumph and look forward to continually lighting the blaze that fuels the industry. As we venture into fresh trails and uncharted melodies, A&R Duty continually stands as the guiding flame. Because passion never rests and ambition has no finish line.
For more information on A&R Duty’s serenading saga across 75 hours, or to schedule interviews and additional press inquiries, please contact:
Damilare Farotimi
Talent Relation Officer,A&R Duty
07069317052
Drey@aandrduty.com
Codest Boi stands out as a beacon of creativity and resilience in the vibrant landscape of Nigeria’s ever-evolving music scene. The Lagos-based artist has recently dropped his first offering of the year 2023, All My Love . it’s less than likely that he plans on letting his foot off the gas pedal.
Prior to his break into the music industry, CodestBoi had already started his music career in the year 2012. He nurtured his love for music all through his years in Ghana, up until he got into mainstream afrobeats.
His artistic journey began In March of 2018 when he released his first official singles titled “Jaye” and “Gradually” Just a few months after this launch he put out his hit single known as “Laye mi”, featuring Teni entertainer which earned him significant recognition in the music industry. Influenced by music mavericks like Wizkid. Drake, Shakka, Justin Bieber, Bryson Tiller, Wande
Coal, and Fela.
He draws inspiration from the greats of the Afrobeats, seamlessly blending their influences into his style, and what truly sets Codest Boi apart is his unwavering commitment to diversity and vulnerability in his music Personal growth played a pivotal role in the creation of this new upcoming project. Codest Boi explained, “A certain level of growth brings out a certain level of vulnerability. You begin to touch on things you usually would stay away from or try to suppress, and I did that with this album.” As
he enters a new era, listeners can expect a fresh set of sounds that may be uncommon for him. He acknowledges the unpredictability of his musical evolution, stating, “To be completely honest, I have no idea how my music will evolve and what direction it’ll go in the future, but to me, that’s the best part about it. The unknown is exciting. I have so many different styles, and honestly don’t know if I’ll end up leaning more in one direction than the other.”
If this is your first exposure to the rising artist, then you’re in luck because this is the perfect place to start., Codest Boi is undoubtedly an artist to keep on your watch.
Determining how much an artist should receive for fair use and parody of music can be a complex issue with no set formula or standard. Compensation for fair use and parody typically depends on various factors, including the specific circumstances of the use, the agreements reached between the parties involved, and the prevailing industry practices. Here are some considerations:
1. Negotiation and Agreement:
3. Industry Standards and Practices:
4. Legal Counsel and Expert Advice:
Ultimately, there is no one-size-fits-all answer to determining how much an artist should receive for fair use and parody of music. It is crucial for the parties involved to engage in open communication, negotiate in good faith, and consider the unique circumstances of each case. Seeking legal counsel and professional advice can help ensure a fair and equitable agreement that respects the rights of the copyright holder while compensating the artist appropriately.