| Entertainment CEO Adepetu’s
bombshell!
I am not a success
By samod biobaku
Sunday,
March 9, 2008
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•Tajudeen
Adepetu
Photo: Sun News Publishing
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Despite his achievements as the CEO of Consolidated Media
Associates, the conglomerate behind the success of Nigeria’s
foremost entertainment channel, boss of Sound City, Tajudeen
Adepetu, has declared himself as a non achiever!
In an exclusive chat with ‘Showbiznow,’ when confronted
with the secret to his success, the man behind the TV ‘revolution’
that has catapulted Nigerian music to greater heights declared
that he was not a success. Hear him: “ I am not a success.
No! I don’t have a secret to my success, I don’t
even know if I am successful.
That is the truth. I have not even started doing anything
I want to do and people say I am successful. The instance
I make the mistake of believing that I am successful, that
would be the beginning of my downfall. Adenuga I am sure is
on his way to success so who am I to say that I am a success!
It’s not about money. It is the passion. I am not fulfilled
but I am on my way there.
Soundcity Music Video Awards
Following the success it has recorded within the past three
years since it kicked-off operations, it is set to produce
the maiden edition of Soundcity Music Video Awards.
According to him: “This is a technical awards on videos.
Its going to be the best entertainment event for this year.
This is an event that would present an award ceremony the
way it should be. It is a must watch for all Nigerians and
Africans. It’s going to be done properly. We are employing
the best of expertise to deliver the best.
“Its all part of what we set out to do at Soundcity;
which is giving quality entertainemnt. We want to reward those
that have excelled so that they can do better.”
Reward for directors
Describing Soundcity, he said that the channel is an urban
contemporary channel. However, he assured that unlike past
awards, which laid emphasis on artistes, producers and directors
would be the ones getting the awards. “We shall be looking
at the quality of videos in terms of aesthetics; how have
you been able to tell your story. We are looking at the totality
of the video viz-a-viz the message of the song itself in terns
of all the variables involved in making music videos.
Inspiration
“It’s always been my dream to do what I am doing
and I am enjoying myself. I like music. Ideas have been the
corner stone of change worldwide. I love youth. I see the
way technology has infuenced youth and how it has had a resounding
infuence popular culture and the way mass media is inlfluence
on the youths. I felt the pulse. That was what gave me the
inspiration for Soundcity.
The idea has been always part of me. While growing up, I was
exposed to a lot of music. I loved Reggae. At a point I loved
Hip-hop and rap. I have enjoyed Juju and Afrobeat. I love
Pasuma for his contemporary Fuji.”
Afro-mania
First and foremost, African and Nigeria is my concern. Our
mission is to give the Nigerian artiste a platform to express
himself and provide entertainment in Nigeria and Africa. I
am only interested in Nigeria and Africa. That is my market.
I am not really interested in people watching me in America
or Europe. I want to give my people good entertainment. However,
our streams are available world-wide.
Challenges
Speaking on the challenges he confronted when embarking on
Soundcity, he said: “Ab initio, I understood that everybody
could not be like me. Yes, people laughed and sniggered but
you see the quality of what ever you are doing is directly
proptional to the quality of you conviction. Before I start
anything, I am convinced of what I want to do so I don’t
get discouraged. I don’t subscribe to self-defeatism.
I am not a quiter. I don’t give up, give up for what?
“There were not enough good videos to play back in the
day. There was the issue of money. We were doing certain things
that had not been done before. We had issues with skilled
manpower as well.
Management philosophy
“It is like a family. I work with people that are of
like minds and have passion. I am lucky that God has blessed
me with a lot of people that I have been able to share my
dreams and have also contributed.
Role models
“My role models? Hmmmm…that’s me myself
and I and God Almighty.
Dreams
“What are my dreams” Wow! I am living my dream,
it is an evolving dream!
Consolidated Media Associates, is a conglomeration of six
channels namely Business Television, Soundcity, Televista,
Frontrow, (sports)
Village square (movies). All its channels have terrestrial
offerings.
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