Talent manager, executive producer, and music executive, Amb. Tochukwu Young Umezulike better known as Toks Asher Young has appealed to established artists and producers to work more with their upcoming colleagues so as to provide a synergized, vibrant and versatile music industry. He said because only a symbiotic and unbiased working relationship between artists and producers will keep the Nigerian music industry steady on its current upward trajectory.
Toks made this plea in an article on his blog titled “The Art Of Making Music: Music Producers”. He said, “There are well over 10,000 emerging artists and producers in Nigeria. Some are well known and more in the spotlight than their colleagues while others are virtually unknown until they release a song that goes viral or make a hit record for a well known artist.”
He was of the opinion that most artists, both established and upcoming, all like to work with known or what He termed tried and tested producers, thereby not giving the rising ones room to grow or show off their skills.
“No one wants to give that unknown or untested producer a chance to prove their mettle”, Asher reiterated.
“Only a few artists are willing to take chances and put their trust in the production skills of a relatively unknown or unheard of producer. Even some established artists aren’t comfortable trying new producers at random, they usually stick to the tested ones”, he further explained.
Tochukwu went on to say that even upcoming artists prefer to work with known names rather than emerging producers like themselves, they conveniently forget that just like them, rising producers also desire recognition too.
“Most known music producers find it difficult to work with upcoming artists unless they can pay exorbitant rates, they prefer already tested artists who even when they can’t pay them high rates, will earn them royalties via streams.”
Young said that even emerging music producers also find it hard to work with fellow upcomers, they prefer already established artists who will give them instant popularity and access to other established acts too. He further stated that in Nigeria, once an artist has a viral or hit song, everybody’s first question is, “Who produced the song, What’s the producer’s name? Everyone wants to work with him/her, especially the upcoming ones who now feel he/she holds the exclusive beats to making hit records.
“This trend has become increasingly visible even amongst established acts to the detriment of upcoming producers who are yearning to showcase their talent but rarely get the chance to do so.”
Toks urged artists both established and upcoming, to learn to take more risks, to try out new or unknown producers, to be more innovators and trendsetters than mere followers. Asher said this will make the Nigerian music industry more vibrant especially now that we are getting more and more international attention and recognition.
“With experience I have realized that different artists record in diverse ways depending on their mood or how they are feeling at a particular time. Same way certain producers bring out certain feelings or have certain effects on some artists. And this is one of the reasons why it is better to work with a producer who knows your strengths and/or weaknesses. Who will bring out the best in you, who knows how to motivate and bring out the best in your voice or vocal style.”
Tochukwu said it is always better to work with a producer who knows the gimmicks that will make you give the best version of yourself in the studio every time, whether known or upcoming, than to work with that known or overhyped producer who has no ideas to communicate or how to bring out the best of an artist.
“It is a thing of pride to see our music industry being recognized and making headlines on international platforms, and the only way to ensure this isn’t just a passing phase is by leveling the playing field and giving equal opportunities to both established and rising artists or producers.”