“Motolani Alake: From Critic to A&R Coordinator – Unveiling the 10 Commandments of Music Critique”

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