Climbing the Music Business Ladder - with Elizabeth 'Lyza' Ntiamoah

This is Climbing the Music Business Ladder, a bi-weekly series where I speak to music business professionals who’ve carved a niche for themselves over the years. Here, we get a glimpse of their inspirations, experiences, philosophies, processes etc. As there are several other jobs to explore in the music business that is just as cool as being a manager or A&R. This series also spotlights other  career opportunities there are in the music business, many of which are unbeknownst to young music business players and enthusiasts in Nigeria and across Africa.

What did you want to be when growing up?

Funnily, I wanted to be an air hostess for the most part of my life but I noticed that I’m scared of heights. I’m also scared of water and can’t swim, so what if I fall down or something unusual happens. Then I wanted to be a Poet and started writing poems at the time. Later, I wanted to be a rapper but I noticed that I don’t exactly like the spotlight. Then, I wanted to be a screenwriter because it’s a behind-the-scenes job that involves writing and still entertainment. Later, at some point, I just didn’t know.

Whoa! You have been through it all. How relevant are these processes in shaping who you are today?

Wanting to be a Screenwriter fostered the yearning to remain behind the scenes. Wanting to be a musician now helps me understand certain modalities about creating music. When the desire to be a musician wore off, I thought to do some behind the scenes that’ll propel the music industry in my country. I listened to a lot more foreign music while growing up but at that point, I started paying close attention to more local content. My growing knowledge about the Ghanaian music industry made me think of the ways I can make my own contribution to the scene.

From the time you just desired to make significant contributions in the Ghanaian music industry and now, as Country Manager at Boomplay. How did you climb up the ladder?

I made some tweets about the industry not growing as it should and it was met with mostly negative replies. The tweet basically spoke about our shortcomings as individuals who resort to illegal downloads instead of streaming. I later started with an upcoming artist whose music I absolutely loved and felt I could do more. I would stream and tweet so much about him, that people assumed I was male because it’s solid rap and I love me some rap music. He later reached out and would subsequently seek opinion about future releases. That was a learning process for me. Once you’re passionate about something, you keep pushing and finding ways to move the needle. 

Then, I started managing a Nigerian artist who was studying in Ghana at the time. Honestly at first, I wasn’t sure where to begin or who exactly to go to but I was reading and studying what some of the OGs or already blown artists are doing; also strategies from artists in Nigeria, Kenya etc. This period, I understood how to send emails, pitch music etc. We were able to secure features from the likes of M.anifest, Bisa Kdei for the upcoming artist. At that point, I realized I can really do everything I put my mind into. Later, I took on Bryan Mensah, who of course makes the type of music I absolutely love. All these while, I was working as a publicist in an Agricultural firm - actually one of the biggest in Sub-Saharan Africa. 

Later, I reached out to Nnamdi Okirike, a Nigerian journalist; got emails of some Nigerian media personalities that he could spare and sent Bryan’s music. Some didn’t respond but played the music and tagged Bryan - which is fair. One person, Raezy from Rhythm FM responded to the email though, saying he was going to first listen to the song as he’s picky about songs that make it to his show. He got back to me that he indeed likes it and would play it. I developed a rapport with him and another OAP in South Africa whereby I’ll premier records at their stations.

Raezy in mentioning how he admires my drive said Boomplay was coming to Ghana and he’ll be recommending me. He said AQ will call and link me to the lawyer who’s come to Ghana. AQ called and spoke to me with all precision about my tentative eligibility. It was funny because it’ll be my first time working in an organization fully into music. It felt like a dare. I followed my heart, resigned from my Agricultural job and met with the lawyer for an interview - which is one of my favourite interviews ever. We had it over salad, eating from the same bowl while being complete strangers. After a second interview, they hired a Country Manager and Content Acquisition Executive which was me. I was asked how many artists I could get to jump on Boomplay, which was fairly new in Ghana and I said “everybody”. Based on the work I did, artists I signed, relationships I’d built with artists, when the Country Manager resigned in 2019, I was the acting Country Manager where I recruited new team members, while ensuring the growth of key results and performances and improving our relationship with artists as it’s key in our business. I was later appointed Country Manager of Boomplay Ghana a year or less of being Content Acquisition Manager.

Presently, what does your job as Country manager entail?

A lot but in a nutshell, I support the Content Acquisition team in acquiring new content and maintaining relationships. I also pretty much live on the app and our social media because I need to ensure everything that goes out is perfect. I have to ensure that I’m on everything as I pretty much manage four departments. When the Acquisitions team gets the content, we listen to the song and get assets from the artist. We send that through for design while factoring in accurate date and time of release. Then, we liaise with the Operations team to figure out the most suitable playlist especially if there hasn’t been any pitch prior. I tend to try to figure out how well a song will do. Some songs might not be from a big artist but have good potential, so we strategize on how it should be pushed. I also support Marketing in seeking sponsorships & partnerships, and ideating for higher reach of the brand. I manage the Boombuzz department as well, which is like a news/editorial arm of Boomplay. It’s always so much fun.

Do your parents/siblings understand what you do?

I have had to explain to my dad quite a number of times. He was an Accountant, my mom was a Secretary, my brother is an Auditor, so it's really hard for him. He called my aunty in the UK for me to explain the profession to, so that she can explain to him in a way that he might best understand. My aunty didn’t get it either. My mother was more accepting with the fact that I’m doing what I’m passionate about though she doesn’t exactly understand too. I downloaded the app for her and she was able to listen to her favourite gospel songs therein, then she goes to tell her friends about it. My brother understands but so far, my dad just loves that I speak on panels as Country Manager. He used to wonder about job security but seeing how the company has grown, he understands his baby girl is just fine.

 What do you love most about your job?

I like that I get to listen to music way earlier. It’s such a great opportunity for me. Sometimes, the artists first reach for our opinions before deciding to drop a song and discussing how we can help push the content. They either come to us or we go to their studio; these things absolutely excite me.

…and the part you dislike?

Ah, the late nights. I try as much as possible to not bring work home but that's impossible in the music industry. Your free times are pretty much preoccupied with work, that it begins to look like a chore. Like, having to handle Christmas releases when you should be on holiday. Also, sometimes, we’re not able to do much for a song due to impromptu release, and the artist will blame us for not doing for them what we did for others. We constantly have to explain that there has to be enough lead time of about 3 - 4 weeks of pitching. 

What traits do you possess that has kept you going in this job?

Patience; because you’re dealing with a lot of artists who, of course are popular and well to do. Some of them would actually see you as working for them, even though it's more like you’re working with them. They might exude some utterances that will piss you off the whole time but you need to stay on course regardless as you need each other. Another thing is Being Passionate; it's one of the things that keep my team and I going. It doesn’t matter who drops music as we don’t necessarily look at names; we give the same type of push. The whole point is pushing African music collectively.

Do you have any future ambition you’d like to kick off?

I keep saying I might actually start a record label. Though the issue here is that I do not want it to be anything like a joke. I just want to go all the way in. Also, I probably would go into Agriculture. 

What’s one thing you’d like to see change about the music industry if given a magic wand?

I will start with the fans. I just would like to change their notion about what they think will blow and might not blow because it trickles down into the heads of the artists. Artists believe the fans being hyped about a particular genre is what blows them. In some places outside Ghana, other genres apart from Afropop are thriving. If that notion is changed, people will listen to any type of music that they want. Drill is huge in Ghana now. A month ago, people must’ve said such music cannot blow in Ghana but look at. 

Also, I would see that we get more investment into the system. Many foreign companies trying to come into the system only target already successful artists. How much job is being done with signing someone who already has the numbers? It’s fine if you can sign and push them to different markets though. However, there are so many talents in Ghana that need exposure and if I’m at such a position, I won’t prioritize signing A-listers.

What have you read and watched that you can recommend to help music business enthusiasts stay on course?

Most of the time, I just read everything online but there’s this course on Berklee College of Music called Music Business Foundation. It touches on the music business, arrangement, copyright law, beat production etc. While in the music business, having a bit of knowledge about everything is important. For documentaries, I do mostly Hip-Hop and one of my favourite is from Nipsey Hussle - on Youtube - which speaks on his growth and what he did.

Who would you like to read talk about Climbing the Music Business Ladder?

Camille Storm.  I totally admire her. You know, when I was younger, most of the people we’ll admire are people who are way older than us but this is a lady in her 20s, with her own distribution and PR company. Camille will give you a headache if she pushes her artist and you don't. Her drive is awesome.

This read will be available at 8:00am WAT Wednesdays - fortnightly. Please, DM me here or email [email protected] if there’s anyone you’d like to hear talk about climbing the music business ladder.