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