Hillcross records boss Tolulope Ogunleye aka Drtonez has shared tips for success amidst the challenges emerging record labels and artists face in the Nigerian music industry.
In a recent interview, Drtonez addressed the issue of dealing with different personalities stating that label bosses and artists must create a balance and draw lines where necessary to stay ahead.
He said, “one of the basic challenges you will have as a person in business is dealing with another person’s personality. Record and music business is centered around people and their personalities. To stay ahead, one must consciously work to create a balance and above all, know when and where to draw the line and call the shots.”
Continuing, he said, “Every industry has a market process and challenges which covers product and consumption. When our label was emerging into the music industry we came with our priorities, clear goals, proper product description and a clearly processed plan. We knew the kind of artist we wanted to sign and we saw him in Zed1st.”
According to the music boss, independent artistes struggle a lot in Nigeria and across Africa due to the unavailability of a structure to sustain the musical sector as an art or business.
“We need corporate and government support to drive our industry. Most emerging brands face this challenge I don’t know about other parts of Africa but here in Nigeria, I know we do. Although music tech and digitalization is gradually opening up opportunities, creating economic revolution for independent artists but more involvement, partnership and investment is still needed.
“Though the risk in talent investment is high, thanks to technology, I can project what a certain number of traffic driven to my channel or streaming platform will give me as an actual return today, which was not so some years ago. Now music lovers with interest to invest can come in, evaluate a talent or label, draw their financial projection, good marketing plan, quality project and take calculated risk.”