Money & Music: The Artist Who Deprioritized Music for 9 Years to First Attain Financial Freedom

This is Money & Music, a weekly feature that chronicles the monetary intricacies of pursuing a career in music. Here, I speak to self-sufficient creatives in the music industry about the place of money in their career at relative points. Everyone has a unique budget, story, approach in navigating the tricky waters of the music business. In all, this is also lacing context to the platitudes that are bandied about regarding the “music business being a capital intensive venture”.

When did you decide to make music a serious endeavour

Summer 2018. I’d tried doing music in 2009 while in Nigeria but due to lack of funds and support, I took some steps back. I had friends who produced and created with me when I moved to the UK but my primary concern was still funding the music. So, I focused on working and getting my money first. I can’t rely on any sponsor because I know that I don’t exactly stand out, frankly. Being in a comfortable position first was important to me and boy, did it take long. Imagine from 2009 to 2018; about nine years to attain that level of financial stability and confidence. 

Your tenacity is admirable…

Thanks. I travelled abroad to study first and now have a day job that foots my bills. I couldn't have just disregarded everything else because obviously something needs to fund the passion.

You seem to have always understood that music is capital intensive. I mean, in 2009,  you could’ve been adamant to pursue passion regardless, you know?

The reality started from not having support from my parents or anyone. I posted my first recording on Facebook in 2009 which was met with fairly good reviews but I knew going farther will require more. Mere inquiry about placement and promotion of your music makes you realize it’s a money game for many. Also, the thought that you need to project a certain image - looking all clean like you’ve made it in life - added to it. I had all these in my head so when I travelled abroad to study, I put music on the backburner and made it a hobby. I focused on acing my degree, getting a job, saving up and being relatively comfortable first. As I reached that level, I’m now back to taking music seriously because you know, writing and recording music is about 10% of the job. Being able to finance video shoots, promotion and others is just as important. That’s why it seemingly took forever for me to return to it.

Right now, how many songs have you released so far?

14 songs and 6 music videos. 

Do you remember the expenses that went into putting out your first record in 2009?

I paid about N5000-N6000 for production and engineering from my savings of about N500 daily for a week. I didn’t bother with promotion because it all happened at Alaba market and I didn’t have the means. Back then, recording is priority; promotion was relatively luxury. 

Now armed with considerable experiences and clarity, it’s been three years since your re-emergence into the music industry; what do you take into consideration before activating release season?

I see things differently now as I’ve been blessed with a team. We factor in the current climate before anything goes out. Secondly, there needs to be buzz around the brand. I don’t just drop a song out of nowhere. Something has to be going on with the brand prior to release. We also prioritize drawing a release & promo plan and how long we want it running. Unlike before where I’ll just release it either way and sit back. The issue then is that I wasn’t considering the business side of music. I was just about passion and having fun - which I’m still very much about now but with better perspective.

Now, lets do a rundown of cost for your last [priority] release

That would be my 12-track album.

It all took about a year though. The money wasn’t spent at once. I kinda spent more because I paid for studio time after buying beats online - I have a producer. I experimented recording and engineering at another studio and didn’t like the outcome. I scrapped everything and reverted to my producer. On Day 1, the flow wasn’t forthcoming due to personal issues I had then. I gave it some more time and returned another day.

Adding to the above cost, I thought to try the studio with mixing & mastering of one song which cost me about £100 and was too disappointed with the result. I couldn't continue with them for the rest, I had to resort to my producer. In total, I spent well over £5000 on production and engineering. Though these expenses happened throughout the course of a year, I won’t say I didn't feel it. As we converse now, I realize it’s been a lot.

Before now, did you have an inkling that you spent over £5000 just preparing the music?

I knew it would be close. I have no hard feelings about that.

Very well. Artwork?

It was free. I had the concept in my head and my brother who’s a graphics designer helped bring it to life.

Photo...Video shoot?

I did one months before the album’s release for PR. My publicist ensured I had those. Now, that’s what I’m talking about; I needed structure and got a publicist - who I met through you by the way - who’s made everything easy. She came in and I could feel her impact from the jump. For the photoshoot, studio time was £60 and the photographer charged £90.

Distribution?

I ran that myself; I always have. Though I really wanted a proper distribution company for the album. I wanted them to handle everything but I realized these distribution companies prefer when you haven’t released a single prior if it’s an album and I already did. They want something fresh. One of them eventually agreed but the contract wasn’t nice at all. I just scrapped everything and used Tunecore myself. I paid about £30 yearly - for distribution and publishing.

Promotions?

Like I mentioned, I have a publicist on retainer. I had radio rounds in Lagos and Abuja. I only did TV for the single before the album and I remember paying about N250k for one TV station. They played the video once/twice daily in 4 months.

And you’re content with the service provided?

I actually am

Great. Playlisting?

I paid someone £900 to help run playlists on Spotify only. I paid N70,000 for Apple Music playlisting but I’ve not seen my money’s worth at all. It’s painful because these things are what a label does for you. I might be calling these figures casually and while it pricks me sometimes, I tell myself it's for the greater good.

Oh, do you feel like you got your money’s worth with the Spotify playlisting?

For the level I’m at, I’m fine with my Spotify numbers. Of course, I’d love it if it were more because I tried to get editorial playlists but could only get Users & DJ curated playlists. I also paid N130,000 for Boomplay. 

Are you content with Boomplay’s?

It's fair; I can't complain. I still believe most people tend to gravitate towards a face or brand that they already recognize whether or not the song is dope. It's a battle emerging acts have to keep fighting. In all, Apple has me disappointed.

Social Media Ads?

I spent about £500 on ads across Facebook, Instagram, Twitter. I paid two influencers about N200,000 (total) during the album’s release but hired and paid more during my EOTY campaign in 2020, also for the album.

Do you have a manager all these while?

It's complicated. I had someone act in that capacity for some time but he wasn’t as effective at a point. As an emerging artist, it does take a lot to have someone dedicate their life for you. Personally, I want someone who’s already in the industry to manage me. I have invested a lot in this craft because I believe so much in it and I’m yet to earn a penny. Anything that comes from my streaming has basically gone back into it; not one penny has gone to my pocket for personal consumption. 

How much do you invest into branding?

I don't deliberately invest in that. My wife is my stylist and I don't pay her. She sees nice things and feels it’ll be great on me. 

What other expenses did you make during the album’s release?

I made T-shirts and distributed the music to select people via Flash drive. The shirt cost about N300,000 for 100 pieces and Flash cost about £260 for 30 of them. I also made hoodies, hats, shirts for close friends which cost me about £350 for 20 pieces.

Have you shot a video for any single off the album?

Sure. I am my own director. The venue alone cost me £800, videographer £500. Then logistics and miscellaneous were another cost. I can’t put a figure to it because I haven't given it any thought before now; you’re bringing this to my consciousness. I averaged £2,500 for that video sha. And I’m still spending because I have a forthcoming shoot that involves a lot, I’m yet to know the actual cost. 

How often do you get to perform?

Honestly, not so much.

Do you think you’ve ever been taken advantage of?

Sure. People hear I’m in London and just start to bill me. It’s sad because every amount of money I spend pricks me. Someone was charging me N50,000 for just asking him to connect me to anyone who does Apple Music playlisting. All I needed was the referral and I’ll handle everything else myself. Then, when I got linked to the person, he billed me N300,000. Another charged me N500,000 just to put together a promo plan - before approval o!

Have you been defrauded before?

Well, I feel so with the Apple playlisting.

What do you need at the moment that’ll ease things well enough but you probably can’t afford yet?

In order of priority, it would be publicity. I won’t say I can't afford it though, I just can't get enough of it. I might throw in so much money but I realize - especially in Nigeria - that endorsements from fellow/bigger artists play a huge role in projecting one. Even if you’re dope, Nigerians might not give you maximum support until one big artist acknowledges you publicly. Unfortunately, I don't have many industry friends and I can't go soliciting that from the few ones I know. I will also love to be signed and have a record deal presented to me; one that I can look at and be happy with. One that can get someone else to do the heavy lifting.

How much do you think you need to cut through the noise right now?

Going by how I do my things; N20m. 

Walk me through how you’ll spend it?

I’ll do a song with an A-list artist, pay him/her N1-3 million for the feature (depending on what they’re charging). I’ll use about N7 million for the video and the rest goes into promotion but promotion cost won’t be that much because there’s already a big artist. So far the artist is at least willing to post the song on their IG or something. If I can do that with one song, when people listen to that, and they discover the artist, they’ll revert to my catalog. I’m sure to convert a lot of fans from there before I then proceed with a solo song.

This read will be available at 8:00am WAT on Mondays, fortnightly. Please, email me at [email protected] if interested to discuss how you navigate being a self-sufficient creative in the music business. Interviewees are guaranteed 100% anonymity.