Insight into being an independent artist in Africa
During this period of social distancing and quarantine amid the COVID-19 global pandemic, there has been no shortage of digital content from every angle of the entertainment industry. From now-iconic DJ sets and versus challenges amongst legendary artists and producers to worship and prayer night and influencers taking time to do Q & A with their followers, it’s been an exciting lockdown so far. Amidst all the content, there have been some fantastic conversations, and priceless gems dropped by talented people, like the conversation between African superstars Mr. Eazi and Adekunle Gold.
Empawa Africa is Mr. Eazi’s bespoke platform is created to empower Independent Artists at every level of their musical artistry. On Friday, 10th April 2020, Mr. Eazi went live on Instagram to interview Adekunle Gold on the topic of “Being an Independent Artiste in Africa.
The conversation, which highlighted the African Independent Artiste experience specifically in Nigeria, from the perspective and career path of Adekunle, started with the question of the difference between being signed to a label and being independent. Adekunle began to share his journey from working in Jumia and Konga and being a graphic designer and even gaining popularity for his photoshop skills online before becoming known for his music. He gave insight into his fortune in getting a good deal with Rapper Olamide’s YBNL Record Label and the scarce case of only having a 2-year contract as a first time signing music artiste. He also shares the challenges of going from being taken care of as a signed artist to having to fund and assume the full responsibility of every aspect of his musical career as an independent artiste. Amongst all the exciting information and stories shared during life, here are some of the major takeaways for making it as an independent artist in Africa.
Be proactive
Adekunle explained how as a graphic designer before pursuing full-time music, he made a name for himself as the photoshop king. His work caught the attention of celebs and musicians who would repost his work, and he would follow up by forming friendships. These were the connections that helped Adekunle get radio play when he released his hit song “Sade” independently.
Get a good lawyer to look over your contracts.
If you ever get signed, make sure you do your due diligence and get an outstanding lawyer to read over it and check it for you to ensure you’re getting a good deal. Adekunle shared that when he received the contract from Olamide, he got two different lawyers to check over it. Try your best to get a trustworthy lawyer to read your deal for you to ensure it’s fair and right. You may not get everything you want, but you should be able to have a sound compromise that you can live with.
Use your time as a signed artist to learn the business.
If you ever choose to go the label route with your career, make sure that you use that time to learn the business of making music.
Adekunle was fortunate to have been signed to Rapper Olamide’s YBNL label. Adekunle spoke of Olamide not being selfish with contacts and encouraging an independent mentality amongst his artists so they will be able to sustain themselves beyond the deal.
Save your money at every chance and invest your money back into the business of your music
It’s a big responsibility to take the front seat of your career as an independent artiste. You have to make sure you budget for everything from marketing and promotion to stage performance and music artwork.
Adekunle mentioned that he saved his money for two years after being signed to be able to put money back into his music independently. Don’t expect an immediate profit, instead don’t blow your profit. Save, save, save, and invest your income back into your business.
Pay your taxes.
This advice speaks for itself and is everything you need to know about handling your money correctly.
Be clear about the kind of artiste you want to be and the kind of legacy you want to have.
As an Independent Artiste, you want to build a reputation that will go ahead of you. Adekunle spoke about his admiration for the legendary King Sunny Ade and how much of an influence he has had on his career from stage performance to the way he handles the business. If you have an artist that you love and want to model your career after, study them. Look at their ups and downs, their success and losses. Not just musically but scratch beneath the surface and understand what it took the to be where they are and who they are.
Difference sells.
If you want attention, bring something new.
Have drive.
Believe in yourself. If you get a no, keep going back. You won’t get support from the people you expect it from, like friends and family members. It’s essential to make connections with people in the industry and keep reaching out to them.
Adekunle spoke about how he balanced working his 9-5 and making music at the beginning of his career and how he kept pushing forward to make sure he did what he decided in his mind to do. Even if you don’t have a 9-5, find creative ways of making money to fund your passion for the music.
You won’t always find an investor as nobody wants to drop money without the guarantee that they’ll get it back. Find creative means of making money to fund your music business.
Know the kind of music you want to make and stay true to it.
Adekunle ended the conversation by explaining that he is never searching for hits; he just makes the music he likes and releases it. He went on to explain that the most exciting musicians make the music they want to make and tell the stories they want to say and create bodies of work with running themes that tie each song together to create a story. No matter what your music is about, stay true to it, and let it be authentic to you.
Lastly, stay up to date with all you need to know about African music at SOA, right here.
Insight into being an independent artist in Africa
