It is extremely properly tenable to comply with the truth that the excellent displaying and superior achievements of artistes inside the Nigerian music sphere is all right down to their skills, hardwork and resourcefulness, however I simply really feel in as a lot as these are the most important causes they have a tendency to thrive, the mighty works of the unsung heroes which might be behind their extravagantly glamorous survival ought to by no means be undermined which in all honesty has been and continues to be being…
And who’re the unsung heroes I’m speaking about? The music promoters!
Music promotion is simply as essential and invaluable to the success of an artiste simply the best way their skills and onerous work are. We’ve seen artistes with extraordinary skills within the Nigerian music business fade away simply because they have been unable to affiliate themselves with a strong, influential and ingenious music promotion firm.
As an artiste, you’ll be able to have an attractive voice, extraordinary writing expertise and an all-round music mastery that could possibly be unrivalled, however with out these presents being projected to the world, you aren’t totally different from an abnormal one that doesn’t possess the enviable aptitude that nature has given you. Nevertheless, if you’ll be able to get an excellent music promoter in your nook, your probabilities of being a star rises outrageously. Funnily sufficient, even for an individual that isn’t head-over-heels good musically, he/she nonetheless tends to make excellent success within the music craft & enterprise simply because of the works of a superb music promoter.
On the final Saturday in January of 2019, I used to be simply actually within the temper of exercising my fingers on the keys of my private pc, though concepts on what to write down about weren’t forthcoming, I attempted so hardly to spring up a tangible thought, it wasn’t coming nonetheless and I used to be already giving up. However simply once I was about giving in to not having a headway, one thing struck my thoughts about browsing the web to seek for the music promoters that we have now round. I assumed since I have already got been conceiving the considered their contributions to serving to music artistes and their songs achieve mainstream recognition, it might be a unbelievable concept to look it up.
Instantly this concept got here, I logged on to google to seek for a number of the promoters within the Nigerian music enterprise and acquainted manufacturers have been popping up; the likes of Cecil Hammond’s Fly Time Leisure, Femi Akande’s Kilimanjaro Occasions, Chin Okeke’s Eclipse Stay, Junior Adeosun’s Smade Occasions, Paul Okoye’s (Oga Paulo) Upfront & Private Bookings and lots of extra crammed the pages of my display. However these are simply present promoters and they don’t seem to be those I’m in search of or hoping to write down about.
The manufacturers above solely promote and do exhibits for artistes not promote their music. As a matter of reality, these manufacturers principally affiliate themselves with established stars or potentials with apparent guarantees of achieving stardom as a result of they cherish a lot the features these ‘massive guys’ will deliver them.
Out of my dissatisfaction for what I discovered and my curiosity to return throughout a ‘correct’ music promoter, I cast forward with google and underneath one of many posts I had on my display, I noticed a model identify, Fuel Promotions barely highlighted, and instantly it struck my thoughts that somebody has as soon as informed me concerning the exploits of this covert however extremely piercing music promotion firm inside the Nigerian music business and out of doors of it. Out of my pleasure, I ran a radical examine on the corporate and what I discovered appear so convincing.
To my amazement, the Ayodele Odunsi led Fuel Promotions has been in existence for the previous fourteen years, establishing themselves as one in every of Nigeria’s main promotion firm, doing their music advertising with utmost professionalism and attaining unrivalled achievements with the younger and aspiring stars underneath its advertising and promotion watch, there by turning them into superstars.
Fuel Promotions have labored and nonetheless working with a lot of Nigerian music stars prior to now and current, serving to them to push their crafts to the mainstream in addition to maximising their duties to constructing these artistes from scratch to stardom.
Fuel Promotions have labored with LAX prior to now. When LAX left Wizkid’s Starboy, Ayodele Odunsi; proprietor of Fuel Promotions, together with his group of extremely devoted and diligent younger minds, took over the promotional affairs of the then younger LAX who was trying to have a breakthrough unto the height of Nigerian music. And simply because the younger artiste would have needed, they helped to shoot him to stardom, selling his numerous songs to hit singles in addition to managing all of his different music affairs till he dropped his current album; “Rasaking.”
Apart LAX, Fuel Promotions additionally labored with Vector, selling his 2014 single; “Shiga” which turned a smash hit. “Shiga” was performed on the streets, golf equipment, occasions and lots of different locations, leaving a lot pleasure within the hearts and faces of people who have been current anytime it sounded from the audio system. The music even rose to grow to be among the best songs of that yr and would simply move to be thought-about as Vector’s largest ever track.
Ayodele Odunsi’s Fuel Promotions additionally promoted Dotman’s “Akube” after its launch in 2016 and also you all understand how shortly the music grew on the streets and into the mainstream. “Akube” made Dotman a well-liked determine amongst music followers and Fuel performed a serious position in that regard.
Fuel Promotions additionally promoted DJ Cuppy’s first single, “Inexperienced Mild” that includes Tekno on the streets they usually turned out to make big success because the track blew up in all places. “Inexperienced Mild” turned successful.
Additionally they labored with DMW’s act, Dremo, earlier than and after he acquired signed by Davido. They made Dremo’s single; “Kpa” ft Davido successful on the road because of their experience in music advertising and promotion. They’ve additionally labored with many different artistes too.
Extra so, I do know lots of you’d be accustomed to the phrase, “Respect Da DJs.” Fuel Promotions is the pioneer of the favored DJ phrase. “Respect Da DJs” was an occasion put collectively by Fuel Promotions targeted at making a productive avenue to rejoice and honour the Nigerian DJ’s for his or her immense contribution within the leisure business in addition to a chance for younger up & coming artistes from throughout Nigeria to rise up shut and private with the 20 most sought-after Disc Jockeys from the radio, streets and golf equipment. Fuel promotions is recognised by all of the DJs current within the nation.”
Fuel Promotions from my analysis has achieved quite a bit for not solely artistes however the entire of the music business. However I consider someone could possibly be overly curious to asking, “If they’re that huge, how come they don’t seem to be as in style because the others?”
Utilizing Asa Asika & Bizzle Osikoya’s ThePlug for instance which is a administration firm for Davido and the Dmw crew. The artistes working with the corporate have made the model very well-known amongst music followers. You see Davido each residence and overseas rock the corporate’s merchandise, although he might afford one of the best of style attires anyplace on the earth, he nonetheless places on ThePlug’s merchandise to be able to assist undertaking the model to the world. Now in the event you hear anybody point out ThePlug, Davido involves thoughts and even asides the OBO, each different artiste beneath the corporate’s watch, Mayorkun, Peruzzi and so forth all characterize for ThePlug in all places they discover themselves.
That’s precisely what I anticipate Fuel Promotions to all the time do with the large variety of clientele they’ve and I really feel that’s the reason the corporate isn’t so widespread amongst music followers.
No matter the truth that Fuel Promotions have carried out nicely when it comes to the calling of their commerce, from my analysis I have a tendency to know that they haven’t executed sufficient as an organization to being within the faces of music followers.
I’ve seen the names of lots of music manufacturers being inscripted on T-shirts, Caps and different stuffs, however I’ve by no means come throughout Fuel Promotions on any of this stuff. They need to make it a tradition too.
In line with my analysis, they’ve brokered good promotion offers with prime artistes internationally making them a drive to reckon with. And for this causes, they need to be a mighty music model in Nigeria. Therefore, they need to be making some actually critical strikes with a view to work with these artistes in order that they be at everyone’s faces afterall they’re delivering a lot for them.
From my analysis, I might deduce that Ayodele Odunsi (Proprietor of Fuel Promotions) is likely one of the richest music promoters in Nigeria who shouldn’t be fascinated by fame. And even phrases from the streets confirmed it completely, so it doesn’t imply they’re missing in monetary assets, so he shouldn’t simply be adopting his low-key way of life as a modifier for his model however be sensible sufficient to venture is sweet work properly sufficient the place we’ve got loads of pretend promoters projecting what they will’t characterize extra.
However, the aim of writing this text shouldn’t be defeated as accolades have to be given to music promoters that make our favorite music artistes survive within the business. So I consider It’s excessive time we began to accord some credit to those promotion corporations as I consider they’re the actual MVPs. I’ll do every part inside my capability to get in contact with Ayodele Odunsi and attempt to sit him down for an interview so I might get him to air his view on music artistes & promotions and extra importantly his personal firm (Fuel Promotions).
I hope I can get to interview extra if I’m profitable with Ayodele Odunsi, till then, get accustomed to what I’ve written above.
Written by Taiwo Oluwafemi