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What The Business Requires Vs What the Industry Requires | SpotMedia Creators Lab — Transcript

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4:37Yeah, welcome,
4:39welcome. I can see you. Um, let's um
4:42give another 5 to 10 minutes for the
4:46participants to join
4:50and by 410 we should be able to kick off
4:53fully. Um, if you're talking, you're
4:55unmuted.
5:00No, I wasn't talking to you.
5:03>> You guys would have to excuse me. I
5:05mean, there are kids here, so there will
5:07be background noises, but I can
5:08guarantee it would not be it would be
5:10minimal control as much as possible.
5:14>> Okay. All right. That's understandable.
5:16Thank you.
6:27Are you there something?
6:33>> Yes, I am.
6:35>> So, like how many minutes do I have my
6:38session? Um
6:40you have between um 45 and 50 minutes
6:44then we open up for question
6:49then you I'm experiencing some glitches
6:51from your sound. I don't know.
7:10Yeah, it looks like when you move
7:24Your voice is now low.
7:28>> My voice is low.
7:30>> Yeah. I think when the glitch went down,
7:33your voice is low.
9:26Jack
9:28ball.
9:48Hello.
10:10I don't
13:10Okay. So, we are 1 minute to go live.
13:14So, if you're ready for us, we're ready
13:17for you. Hola. Um, for those that are
13:20already on the line, um, connected, um,
13:23thank you for joining in. We have Mr.
13:26Ola Olo,
13:29a brand architect in the creative space
13:32and he will be taking us on what the
13:35business requires versus what the
13:37industry requires. As a creator, there
13:40is that importance that is tied to this
13:43for you to understand the difference
13:45between what the business requires, what
13:47the industry requires so you don't fall
13:49short. Um [snorts]
13:51if you've been alive
13:53a a a long time you will understand that
13:56a lot of artists they go up and they
13:58come down and when they are interviewed
14:00they just say they don't they do not
14:01understand contract they do not
14:03understand culture they do not
14:04understand something something always
14:06goes wrong and they do not understand
14:09when to leave a label when to stand on
14:11the feet the wilderness period and all
14:13of that so Allah is going to demystify
14:16all this for us today I hope you came in
14:19with your questions already. So the next
14:22voice you will hear now will be Mr.
14:26Hola. Let's go.
14:33>> All right. Uh good evening everybody. Uh
14:39afternoon
14:41is
14:46please Sam can you see my slide please?
14:56Okay. So um before I will dive into this
14:59conversation what the business requires
15:02versus what the industry requires I'd
15:05like to lay
15:07two foundations which will help you know
15:11um either strengthen your mind and give
15:13you like a reality of sort of game or
15:16the sort of business you're in you know
15:19uh yeah so the first is the fact that
15:23you know and I'm not just talking to
15:25creative um you know musicians here. I'm
15:28not just talking to artists. I'll be
15:29talking to every creative in a box and I
15:32hope that you can tap into what I'm
15:34saying. The first thing is that
15:36creativity is how God replenishes earth
15:40and by replenishes the word replenishes
15:42means to renew to refill. So I give you
15:45a perspective maybe there was somebody
15:47who was raised uh with a low selfesteem.
15:50They were raised that way because of the
15:51environmental experience and you know
15:53the people they've spoken to growing up
15:55in North and you know
15:59one day they met somebody
16:02made one very beautiful shoe and you
16:04sold it to them and then they wore the
16:06shoe and somehow somehow they felt
16:08confident. It was your creativity that
16:10moved them from that low self-esteem to
16:12a point where they had confidence in
16:14themselves. It's the same thing with
16:15when you write a song and somebody had a
16:17song and their spirit was lifted. It's
16:19the same thing what replenishes their
16:22soul or what replenished their soul was
16:24the creativity that you poured into it.
16:26Somehow the depth that you tapped into
16:30was able to touch their soul in such a
16:33way that it uplift their spirit beyond
16:35where they were before. The second thing
16:36I'd like to explain is that even the
16:39concept of the industry that we function
16:41in as creatives,
16:44we are not designed to function in in an
16:46industry. And I'll explain the idea of
16:48an industry is to relate activities and
16:52engagement or maybe like two businesses,
16:54two companies and all that. A creative
16:57is designed to think outside of the box.
16:59So if an industry is designed to box you
17:01in, a creative is designed to think
17:03outside of that box, which is the reason
17:05why
17:08a creative industry doesn't function
17:10like a regular 9 to5 industry. you get
17:13it's not you're not you know structured
17:16in how you're supposed to dress how
17:18you're supposed to speak on like you
17:20know the corporate entities and
17:21corporate industries. Now I have to
17:23emphasize that because by and large um
17:28these two things that I talked about
17:30would give a perspective of who you are
17:32and sometimes when what you're designing
17:34is not what is generally accepted at
17:36first you have the confidence to go all
17:39the way because you know you're not
17:41designed to think within the box. You're
17:42designed to think outside the box. Those
17:44who has ever broken like the limitation
17:46of humanity they were able to think
17:49outside the box. Now let's go back to
17:51very quickly what the business requires
17:53versus what the industry requires. And
17:56may I tell you that this is a sport
17:59media session. you know, I'm going to
18:01give you,
18:03you know,
18:36All right.
18:38All right. So the first thing we
18:45So this is me my name is I'm a brand
18:47junior and a creative consultant
18:50uh author of the book titled
18:53for oper design to encourage creatives
18:56to be able to understand the kind of
18:58business they they do and how to make
19:00the most out of business. I've also been
19:02privileged to work with the likes of
19:04Timmy Dolo likes Dr.
19:08Cynthia Morgan, Joe Boy to mention a
19:11few. Uh today I'm hoping that when we
19:14are done with this topic, you'll be able
19:16to understand the real meaning of
19:17business. I'm hoping you're going to be
19:20able to understand when the business of
19:21a creative starts. I'm going to I'm
19:23hoping that you'd understand the idea of
19:25an industry and um also uh the familia
19:31what's familiar to a business and an
19:33industry and then the business what the
19:35business requires and then what the
19:37industry requires. So let's just dive
19:39right into it. Uh starting the session
19:42with laying the foundation which is
19:44talking about the meaning of what is
19:46called a business. The Google you know
19:51meaning of business states that you know
19:53a business is an organization
19:56you know or a commercial entity that
19:58provides goods, services or both
20:01customers in exchange for money other
20:04valuables and typically you know other
20:07valuables typically with the goal of
20:09making profit. Now I agree with this
20:13definition of business but he also
20:15checked the meaning of company you
20:16realized that it would keep the same
20:21you know the meaning of business and
20:23companies categorize it together and I I
20:26would not give I would not very much
20:28give back on what they're saying but I
20:31would shift the mean of business you
20:34know from what everybody understands to
20:37something a bit different the word the
20:40Word business is a derivative of the
20:43word laziness. Sorry, the words busy.
20:46The same way laziness is a derivative of
20:48the word lazy. So the idea of that oh
20:53you're doing business. The whole idea is
20:55that you are busy doing something
20:57triggered. So it's more like you're in a
21:00state where you are actively working or
21:02occupied with a task or you are
21:06unavailable because you are doing
21:08something. That's what the business
21:10means. And if you understand this very
21:12meaning, you realize that that's the
21:13reason why you could be this running a
21:16business, but you're not making money
21:17because the ideology of the business
21:19itself has not it has not arrived to the
21:22point where you're thinking that the
21:26thing about creative which is what makes
21:27creative different from maybe an average
21:30business owner is an average business
21:32owner selling products. they maybe buy a
21:35product and then they sell the product
21:37with the mindset of oh yeah I'm going to
21:40make money but if you're a creative one
21:42and you created the idea of the product
21:44from the onset your mind will first be
21:47at a stage where thinking creatively how
21:50to make the idea you and then it drove
21:53to the point where it's looking at okay
21:55how then do we start to sell the
21:58excitement of people starting to sell
22:00sometimes is the reason why some people
22:01run out of business because they not
22:03thinking so how much am I going to sell
22:05this you know so where exactly am I
22:07supposed to sell this those are
22:08different you know areas of business but
22:11if you understand the meaning that I
22:13just explained you realize that that you
22:15own a business doesn't mean you trade
22:18you could be busy crafting an idea which
22:22uh yes you could be busy crafting an
22:23idea or sometimes be busy just doing the
22:28basics you've not really got and that's
22:30the reason why they will tell you most
22:31creatives are not designed throughout
22:33the company because when the company
22:35needs you're not thinking of more like
22:38you know the ambiance and all that the
22:40aesthetic you're thinking of you know in
22:44how do I sell this where do I service I
22:46have to explain this so that you'll be
22:47able to understand who you are as a
22:50creative
22:52but then they let's define an industry
22:55an industry can be defined as a group of
22:57company or businesses that produces
23:00similar result similar products
23:02extract
23:04extract raw materials or offer related
23:07service working under the same set of
23:10rules or so if you're in the music
23:12industry what is applicable to whiskey
23:16would mostly be applicable to a midday
23:20or say
23:22or Buu even though whiskey seem to be
23:26like way bigger than Buu but if you
23:28steal somebody's intellectual property
23:30the industry has designed a way that
23:32that activity is regulated. You can be
23:35sued. You can you know you can pay
23:37damages. In some cases you could even
23:40lose a lot of money beyond what you
23:42could have paid if you had asked for the
23:44right you know for the person's right.
23:46So an industry is the reason
23:50that an industry is the reason why you
23:52know two companies can bargain or engage
23:56or trade without the feeling of oh I was
24:00cheating triggered and I wrote here that
24:03at the idea state. So you look at these
24:06diagrams that I that I that I have in
24:09this slide, you realize there was a
24:11state there was a blank state which is
24:13when your mind is blank. There is the
24:16idea phase which is when you're
24:18beginning to piece those ideas together.
24:20There is the business state which is
24:22when you realize that oh I've just
24:23designed a kite. Okay, who needs a kite?
24:26Then you start to now want to sell the
24:27cat. Now those are different runway but
24:31at the point where you get to a company
24:33state which is when you're beginning to
24:34now run which is what people call a
24:36business at the company stage you are
24:39not trying to sell a more like you have
24:42an idea to sell something and then you
24:44brought in people to help you sell those
24:46ideas and then you're managing those
24:48people. So at a company stage is beyond
24:50you saying oh I have a business to run.
24:53It's more like I have a structure, I
24:55have a system, you know, okay, we
24:57produce on Mondays. Those stocks cannot
24:59last more than a month. So, we have to
25:01start selling on Tuesdays or on
25:03Wednesdays. And this is how we're going
25:05to preserve it for that one month to be
25:07able to at least sell the product. Now,
25:09we don't have to so we cannot produce
25:12300. So, we have to prodate like 50 and
25:16see how we can sell that. Then, when we
25:18now begin to sell, maybe we sell
25:20normally for a week. Now, we're
25:21beginning to sell for days. So how do we
25:23increase production? Now we have to
25:24bring to market. This is what they call
25:27the business part of you know of
25:31I mean of a company. But before a
25:33creative would get to that phase you
25:35have to first start from the idea state
25:38from you know when your mind is blunt
25:40from to the idea state to the business
25:42phase and then you start to work. So a
25:44company is basically that you know you
25:46have etiquette, you have um you know
25:49orientations, you have ideologies that
25:51keeps everybody working to achieve the
25:53same result. And I said it here. I said
25:55that is the reason why a creative can
25:58talk about intellectual property because
26:01as a creative your business starts from
26:03the moment you're thinking of what you
26:05need to do. From that moment that you're
26:06thinking of what you do. Remember that I
26:08said that you function in an industry.
26:11because you're thinking of what to do.
26:12You know, you're not the only one making
26:14kite. So, how do I make my kite my kite
26:17unique? How do I make this like
26:19something that people have not seen
26:20before? Oh, normally before they've been
26:22using paper. Okay. What else can I use
26:24to make it doable? That's the moment
26:26where your business starts. The moment
26:29you're able to create create that that's
26:31when you have to start engaging maybe
26:33like a lawyer or engaging somebody to be
26:36able to either patent or trademark the
26:38idea so that nobody will steal the idea
26:40because the fact that you function in
26:42industry means that you know people can
26:47uh you know they can use your idea or
26:50they can take your idea or they can
26:51steal your idea.
26:53Some other cases they not smart enough
26:55they want to borrow it but you already
26:58licensed it to use and make money off
27:01it. I mean
27:04my family was talking about how it was
27:07hard for them to even make money from
27:08the movie because they just gave it out
27:11to marketers and because they just give
27:13it out to marketers when the movie was
27:15everywhere they were broke. The marketer
27:18was making money. They went to some
27:19marketers please give us even if it's
27:20small and those ones were laughing that
27:22you people you are
27:25you guys are that how come you still
27:27want money because didn't it make any
27:30sense if you think about but it was
27:32because they were not in control of
27:34their creativity from before the um the
27:38product hit the market that's the reason
27:40why they suffer a great loss through
27:42them so
27:44like I said a creative business which is
27:48your business. It starts from when
27:50you're trying to create something very
27:51unique for your client or you know for
27:56the market and from that moment is when
27:58you need to start engaging the industry
28:00you need to engage what is obtainable
28:02industry how are you protected how are
28:04you guided you know who has done
28:07something like this before I hope what
28:09you're creating is not similar to what
28:10they're creating and all that that's
28:12when you begin to put in a thinking cap
28:16like a proper business somebody who is
28:18looking into the future. Um I think the
28:20same thing happened with mostly when he
28:23recorded his album. He didn't believe
28:25the album was going to go viral. So he
28:26sold the album. What I heard and this is
28:28what I heard to be corrected. Sold the
28:31album to a marketer lab. Marketer gave
28:33him 500,000. That marketer made a lot of
28:36money from the album. A whole lot of
28:38money because the album went viral. I
28:41don't think even to date he's been able
28:42to make something similar as that. So
28:45the album went viral so much that the
28:48marketer at some point had to call him
28:49back and then dash him like another
28:51money from what I hear. Like I said I
28:53might be wrong but I start to be
28:54corrected. So you have to think beyond
28:57you creating something. If you've been
28:59able to create something unique the
29:01first question is oh how do I protect
29:03this or how can I protect myself? What
29:06are the rules that protect me and all
29:08that? The reason why I say this because
29:10as a creative it might you might not
29:13have a lot of ideas. I'm sorry I'm put
29:16this you might not have let me say you
29:19might not have a lot of unique ideas
29:22that would wow or excitement of the
29:25market or the people.
29:28So that's why you have to be extremely
29:30smart. You're able to have something or
29:32have access to something. You cannot
29:36play with it. You cannot be shabby. You
29:40cannot be nonchalant with the way you
29:41handle it. That would be like your only,
29:45you know, your only idea that would
29:47break that would give you like a proper
29:48breakthrough and make you money for the
29:51rest of your life.
30:06talk a bit about the polarities of the
30:09industry business.
30:11Uh first of all I said you need your
30:13mind to be uniquely uniquely creative to
30:17have a clear business.
30:20So which means that at the early phase
30:22when you're trying to start a business I
30:24your mind needs to be extremely
30:25creative. You need to be you need to put
30:28a thinking cap on. You cannot just
30:31decide oh I want to make something. You
30:32have to make sure that what you're
30:34making it's something that the moment
30:36you're done making it you know it's
30:38eating the man itself talking about the
30:41mind you have to your mind need to
30:44conceive a unique mind or a unique idea
30:47it doesn't
30:56and you're able to make it so unique and
30:58so beautiful that you know everybody
31:00wants something
31:02So but then I said that
31:07sorry but then I said that but you need
31:09your mind to understand how to manage
31:12people manage protocols and system as
31:15well as keep a secret. If you would own
31:17a business that is survive in the
31:18industry. So the first one is the unique
31:21knowledge the unique knowledge you can
31:23you can manage people you can build
31:25protocols you can build system you can
31:28be able to keep a secret. So the unique
31:31knowledge is the first peculiar thing.
31:33You need your mind to to create a unique
31:35idea. You need your mind to create a
31:37unique way of managing people that to
31:40only your business. You cannot say this
31:42is the way is managing their customers
31:44or managing their staffs and then you
31:46also want to do that. You can't do that.
31:48The second thing is you are allowed to
31:50make mistakes while running a business
31:53but mistakes are costlier when you own a
31:56permanent company with a lot of
31:58competitors. The second thing is the
31:59competitors. A lot of the time the
32:01competitor don't know you exist when
32:02you're still running a business. Don't
32:04forget the definition that we give to a
32:05business when you started. When you're
32:07running a business, the computer don't
32:09really know you. So they are not trying
32:10to make noise about your about your
32:14mistakes. So you can make mistakes and
32:16then learn from it. Which is why at the
32:17early stage people don't really they
32:19don't really care about you know how
32:21much of the mistakes you make. But when
32:23you've been around for 30 years or 40
32:25years to 50 years, you're running a
32:26proper company. you have branches, you
32:29have different you know branches in in
32:31different places and then you're making
32:33mistakes. Now your competitors will
32:35capitalize on your mistake and use that
32:38to collect your uh you know that they
32:40need to like collect your um your
32:44customers. The third thing is at the
32:47business you're working to get your act
32:49together to convince a customer. At the
32:52industry phase, you're working to keep
32:54your company focused and united. So, in
32:58a way, you are mostly alone or maybe
33:02you're working with two or three other
33:04people
33:06and you're doing that to like keep your
33:08activities together because the whole
33:09ideology of business like I said is
33:11busyness. It's like you're busy doing
33:13something but you're trying to figure
33:14out a couple of things which we're going
33:16to explain in this you know in the other
33:18part of the slide.
33:20you're trying to figure out a couple of
33:21things. By the time you get to an
33:23industry fix at that moment, you are not
33:27trying to convince people. It's like you
33:30are trying to get your act together as a
33:32company such that you see that people
33:34know that you guys know what you're
33:35doing. Which is the reason why if you
33:37meet people who would tell you um you
33:41know
33:43uh you know they will tell you uh I
33:46patronize this business. I'm not sure
33:48they know what they are doing. It means
33:49that there are certain things that they
33:51should have figured out as a company but
33:53they are yet to figure it out. Some
33:55little little mistakes.
33:59Sorry guys. Some little little mistakes
34:02that you expect them to not make as a
34:04company. And then so when you at that
34:07phase the most important part is getting
34:09your act together. So if you run a
34:12creative company and then you have maybe
34:13like 10 workers and all that as much as
34:15you're trying to get customers the first
34:17thing you need to focus on is to have a
34:19united front which is why like when you
34:22at the early phase when it's just you
34:24and one more person they don't care but
34:27now that you have 10 people there has to
34:29be a policy a protocol guiding everybody
34:31so you are trying to get your act
34:32together so if I'm saying now that we
34:34want to start this live stream by 4:30
34:37and me and maybe Samson now we run this
34:40business and then we are coming here
34:42around 5 when people has been waiting
34:44for us to like 4:30 and then they saying
34:46oh we're trying to log in we're trying
34:47to log in we can't get in we can't get
34:49in and some people some of them will
34:51leave and say these people are not
34:52serious because they expect that they
34:54need to if you said four is four your
34:57four has to be four so you have to be
35:00able to get your act together the last
35:02part is goals are very important but
35:05beyond those re the evaluation is needed
35:07at the business level personal goals
35:22s sorry
35:26so at the business phase I don't know
35:28All right.
35:42So at the business phase um it's
35:47personal evaluations. I mean how you
35:49wake up, how you go out, where you go to
35:51and all of that. You have to figure it
35:53out at the com at the business at the
35:55industry level. It's about KPI. It's
35:58about quarterly and yearly targets. So
36:01if it's just you, you might not give
36:02yourself targets knowing whether you say
36:04oh if I give myself target of 20 or
36:07maybe you know I could do 20 and then
36:10become a little bit lazy. So you are
36:11giving yourself let me say I hit like a
36:14100 target and then you're waking up
36:15every day trying to meet that target.
36:17But when you're working with people it's
36:19not enough to say we're doing five
36:20donation now. You have to be able to
36:23create something that it gives
36:24everybody, every department, everybody
36:27working with you a target. Now you see
36:29that
36:31when you're functioning as an industry
36:34or in an industry you're mostly
36:37competing with other companies when
36:40you're functioning as a business you
36:42could start alone and start in your room
36:43and nobody will question you and all
36:45that but the moment they see your advert
36:48where the likes of Pepsi's advert is
36:50seen where the likes of advert is seen
36:52you're competing on the same platform
36:54maybe they said oh is doing an event and
36:57then you're putting your logo on the
36:59same page
37:01or the same flyer or graphics as maybe
37:05you know mini meeting and all that
37:07people then start to question your
37:09positioning your actions and all that
37:11and all that. So that was why I was
37:13saying that as much as goals are very
37:15important there have to be a way that
37:17you're doing evaluations to know the
37:19money we spent yesterday are we able to
37:22make it back or how are we going to make
37:23it back in the next six months or in the
37:25next one year we oh the business we did
37:28about two months ago is not worth it
37:30let's try the next time we're not
37:31supposed to do that business now could
37:33not cater for how we're going to make
37:35money all of these things are what
37:37differentiates more like a business a
37:39company um now Let's go to the other
37:43slide which is by the time you are at
37:47the business phase and this is for all
37:49creatives I'm talking artist I'm talking
37:52shoe cobbler whatever it is that you do
37:53that you're a creative there are five
37:56things you have to figure out whilst you
37:58are in your business space the first is
38:00your internal branding internal branding
38:03is like getting to understand the
38:05persona the uh the the thought process
38:10around that brand. So the internet
38:14branding would talk about your brand
38:16purpose, your vision, your mission, your
38:18core values. You realize that those are
38:20not things that are physical. Those are
38:22not things that you see with your naked
38:23eyes. They are basically the things that
38:26you you have to figure out. So what
38:29value do I attach to this? Okay, I want
38:31this business to,
38:34you know, to be excellent. I want you
38:36know us to be you know you you pick out
38:39of values that you can put and then you
38:41say what's my mission what's my mission
38:43you know what am I trying to do in the
38:45society where I find myself and all that
38:48that's about the internet branding when
38:50you get that figured out the next thing
38:52you have to figure out is your brand
38:53positioning who are the people who are
38:56supposed to buy from you and you don't
38:58have to figure it out immediately
39:01you figure it out as your mind evolve
39:04jig to focus focusing on what is most
39:06important at every point in time. At
39:08first your mind might focus on just
39:10creating the the idea or the product. At
39:13certain phase your mind might focus on
39:15who are the target audience. The third
39:16phase it might be that oh how do I
39:19engage this target audience or how do we
39:21market them? The last phase would be
39:23okay so how do we establish our you know
39:26all of those are different phases of the
39:28mind realizing okay this is where we are
39:30now what do we have to do next? So you
39:32don't have to try to figure all of this
39:34out at once, but gradually as you move
39:36in, you know, moving trying to do the
39:39business, you have to figure these
39:40things out. So we're talking audience
39:42differentiation. We're talking who are
39:44your competitors and then what's like
39:46competitor analysis. How do you compete
39:48with them? What's like their strength?
39:50What's their weakness? That's when you
39:51talk about SW analysis, you know,
39:53strength, weakness, threat, and
39:55opportunities and all that. The third
39:57thing you have to think about is what's
39:58your character? And by character, we're
40:00talking about your brand persona. We're
40:02talking about your brand voice. How do
40:04we want people to perceive you? Do you
40:06get me? How do you want people to
40:08perceive you? Um, you know, how do you
40:11want people to perceive you? What do you
40:13want them to think when they see your
40:15brand? What do you want them to to
40:17imagine when they hear your brand? What
40:19are the choice of words that you want to
40:21use and all of that? Uh the
40:25fourth thing you have to be able to
40:27figure out your brand expression which
40:30are like I said the core message what is
40:33your brand story which means if I'm
40:35saying oh I like to I want to be an
40:37artist there have to be a story of oh
40:40when I realized that oh what I want to
40:42do is become an artist there have to be
40:44there was a day I was watching the TV
40:46and I saw whiskey it blew my it blew my
40:50mind away I saw that people were you was
40:52talking him how I saw people were loving
40:54him that's a bra story from that moment
40:56onward from that moment onward I you
40:59know I wanted to be
41:02an artist I wanted to engage the world
41:04you know to show that oh I could also do
41:06this because at some point I realized
41:07that okay I also write songs and all
41:09that those are your brand expression you
41:11know what's the brand story what's your
41:13brand name what's your tagline you know
41:16what's your brand promise all of these
41:18things are what gives like expression to
41:21your brand. And then the fifth thing is
41:23what are the brand goals? You know,
41:25what's your brand objective? What's your
41:27market positioning? What's your growth,
41:29you know, strategy, what your growth
41:32targets and all of that. All of these
41:33things are what you have to figure out
41:35before you can then grow into a chicken
41:39because now this if you're able to
41:40figure these things out, they what makes
41:42you very unique unlike the others. He
41:45said all of the above. said after it's
41:48been figured out must be protected as a
41:51company's familiarity and improved as
41:54improved on as you function.
41:57Uh let's move to the next slide which is
42:01now where we are going to what the
42:04business requires versus what the
42:06industry requires. So they talk about
42:09consistency.
42:10Your business requires consistency.
42:13But it will be very very
42:17it will be very very it would not make
42:19sense that you think consistency is what
42:23changes
42:26your business while you function in
42:28industry.
42:29As a business, when you are consistent
42:33whilst you're just alone or maybe with
42:35two or three other people, it allows you
42:38to become,
42:40you know, to gain mastery of the
42:42business. But when you're functioning an
42:44industry, you need to understand that
42:46there there are certain audience and
42:48there are other competitors. You have to
42:51not just be consistent. You have to
42:53consistently be in people's faces
42:55because that's the only way they can
42:57remember you. When you're functioning as
42:58a business and you're trying to be
43:00consistent, it's majorly for you. You're
43:01trying to improve and gain mastery. But
43:04when you function in an industry where
43:06you have other competitors and then
43:08market, you know, there are other people
43:09in the market. You have to consistently
43:11be in people's business. It would not
43:13make any sense that au will drop an
43:16album and say I don't want anybody to
43:18know I dropped an album just dropped an
43:19album. It would not say as much as it's
43:21popular because he function in an
43:23industry average every day by 100,000
43:27songs that are being released on DSPs
43:29almost every day. So you cannot out of
43:32that 100,000 songs release say oh you
43:34released the song you want to be
43:35people's faces which is the reason why
43:37the more people become popular in an
43:39industry the more they spend to be able
43:42to gain relevance you heard when Brema
43:45Jazzi said they spent about a million
43:47dollars to promote calm down this is
43:50after calm down had already gone viral
43:52then they spent another $1 million to
43:54just promote calm down in US because US
43:58is extremely competitive also So if
44:00you're going to be in the media, be in
44:02front of people, you have to spend a lot
44:04of money. So it's not only consistent,
44:07the business requires consistency, but
44:09if you function in industry, it requires
44:11that you are consistently in business.
44:14That's what gives you visibility.
44:16And then we talk about knowledge. The
44:18business requires that you learn the
44:20process, the procedures, and expertise
44:23of how to get the job done. But industry
44:25requires that you know people who you
44:28can trust because as much as you already
44:31understand processes and procedures and
44:33maybe expertise that makes it unique for
44:35you to be able to do your business. If
44:37you don't have the right people they can
44:38sell your ideas or your trade secret
44:40they can sell it to other companies. So
44:42beyond the fact that you're saying oh
44:44yeah I have an idea when you want to
44:46function in an industry you have to
44:48understand those that you trust. It
44:50might not be that maybe you are in the
44:52studio, you are recording a song and you
44:54have somebody in the studio and the
44:56person took your song which happened to
44:59uh was it Jon or was the name of that
45:02woman that she was recording a song and
45:05before she was done releasing the song
45:07they had given the song to what's the
45:09name of this other artist and then the
45:10song became uh Hond Dog I think that's
45:14the name of the song and the song they
45:16also released the song and it was the
45:18song was released The same song was
45:20released by two different people with
45:23different tone. That's why beyond you
45:25saying oh I have a unique idea by the
45:28time you funking industry the people
45:29around you you have to trust them. You
45:31have to make sure that there are people
45:33that you can go to sleep and you know
45:35you have your
45:37you know also you know growth wise.
45:41Sorry
45:56the video I don't know it's covering my
45:59slides so not read that part. So growth
46:03wise let me just check my frame.
46:20All right. So growth wise also I said
46:23the business requires that you have to
46:25wake up and grind every day. That's how
46:28you grow. Waking up every day like I
46:30said when I talked about consistency
46:32that's how you gain muscle. That's how
46:33you improve. That's how you become
46:34better. But when we talk about you know
46:37the industry
46:44if you're going to function in industry
46:45the growth I say when it comes to an
46:48industry has to do with building
46:50structures building systems around
46:52yourself. So I'll give you an instance.
46:55you own a record label and then you send
46:58an artist for the artist because he's
47:00still maybe at a business phase like I
47:02said just doing like the basic things
47:04that you needed he just needs to wake up
47:07and grind but you that you are running
47:10the company who functions the label that
47:13function in in the music industry you
47:15have to be able to build structures and
47:17system around yourself part of the
47:19structure that you have to build is the
47:21people that you have around you is the
47:23people that you have around you part of
47:25the structure that you have around you
47:26should be how much do we have access to
47:28this month how much can we spend how are
47:32we going to make the money back or
47:33what's like a structure that gives us
47:35the chance to make this money back all
47:38of these things are the questions that
47:39you have to ask they're going to
47:40function like like a company that's the
47:42reason why a lot of companies a lot of
47:44labels the moment they start out they
47:46look like they know what they doing you
47:48give them maybe about two years they
47:51will f they will say ah brah you're not
47:53making the money back and then they fold
47:55If you don't have like a structure or a
47:57pattern of how the money is coming back,
48:00you would never be able to grow as a
48:01company. And don't get me wrong, you
48:02might be able to grow as a creative
48:04because it's your mind. You're waking up
48:06every day and doing the same thing. Your
48:08mind will get better at doing it. But
48:10then you probably might be curious how
48:11you're going to make money off this or
48:13you probably have not understood the
48:15concept of maybe some a little tricks,
48:18tricks and all that that you need to do.
48:21Maybe for instance now there are certain
48:23things that you might not understand
48:24that you just bring in an expert to
48:26handle that. For instance budgeting and
48:28accounting you might not be able to do
48:30that properly. Then you bring in
48:32accountant to help you put that you know
48:34in place. Sometimes it might be law or
48:37you could not handle law because if you
48:38not study law so you brought in a lawyer
48:40to help you handle that part of the
48:42business such that you know you're able
48:44to manage your business properly. That's
48:46that's like part of what enables people
48:48to grow within the industry.
48:52Sorry.
48:55That's what enable people grow within an
48:58industry. It's not enough to say, "Oh,
49:00we are waking up every day. We're
49:01grinding." You need to build structure
49:03and system around yourself. Then we're
49:05talking about talent and ambition. The
49:07business requires that you are talented,
49:10but the industry requires that you are
49:13ambitious. And this is trick itself. So
49:18you're very talented but you're not
49:20ambitious. So you wrote a song. Song is
49:23a good song which was what happened to
49:25General Pi and Deido. At some point the
49:27video was looking for a hit song as at
49:29that time he's not had a hit song in
49:31like eight months there because at some
49:33point he got signed to Sony record and
49:36then he moved to the UK to the US and
49:38they were trying to make songs and then
49:40you know pitch those songs with American
49:42artists. I will feature American artist
49:44in those songs and all that and he
49:46didn't have a hit song and then I think
49:49produced a song for General P. It was a
49:51good song, the solid song and the middle
49:54bought the song from now he collected
49:58money but what his career needed was
50:01more than money because even with that
50:03money he could not do anything with the
50:04money I mean you would think maybe if he
50:07had like you know gotten the money he
50:10would put the money on his other project
50:12he did but those project never clicked
50:14and guess what it was that very song
50:16that eventually brought the back after
50:18like those eight months it was that song
50:21that made people start talking about the
50:22video but he was not the one that wrote
50:24something general fight. So as much as
50:26you're talented because you know where
50:28your future would be and your mind was
50:31able to create something create an idea
50:33the idea you might see the idea as
50:35you're equal to cash if you're not
50:37ambitious but if you're very ambitious
50:39you have to think beyond what you have
50:41okay so what am I supposed to get in the
50:44near future what what are my ambitions
50:46what are my aspirations can this song
50:48get me there okay if the video said he
50:50likes the song okay I don't want to give
50:51you the I want to fully give you the
50:52song how do we do it like this okay this
50:54is what I'm going to I'm going to give
50:56you this but then I'm going to still
50:58retain 50% of my of my um of the what's
51:02it called of the royalty so that it
51:06would not be that you just me 5 million
51:08and then I'm gone because in the next
51:09two three years that song could be worth
51:11100 million. So now you're saying I will
51:14retain 50% of my rights. So that if
51:16you're making money off this I'm also
51:18making money. It would not be that
51:19you're the only one making money from
51:20this cuz I mean bra you already have all
51:22the money and all the f I'm trying to
51:23get a bit of this. So if you want this
51:25song, I'm willing to give it to you, but
51:27one of two things. This and then you
51:29come and say, "Okay, afterwards I beg
51:31you go do collaboration with because he
51:33likes the song. He's desperate." He
51:35would do it. He would not see that as a
51:37lot of issues. He would do it. But if he
51:39just sold the song, which is the moment
51:41he sold the song, he left Nigeria. I
51:43mean, I'm not saying he's not doing well
51:44for himself, but maybe that song could
51:45have changed his life. And then we talk
51:48about standard. Your business requires
51:50that you do events and activities that
51:52attract audience but the industry
51:55requires that you do it as a certain
51:57standard. So it's not enough to just say
51:58I want to do a show or I want to do an
52:00event. There have to be a certain level
52:03of aesthetics and all that that shows
52:05that you are playing at the standard of
52:07the industry.
52:09These are the things that makes the
52:10difference in every industry. That's why
52:13some people will do an event that people
52:15will not turn up because like from the
52:17process of the marketing and the flyer
52:20and the marketing and the flyer you
52:23think extremely very intentional that
52:25when people see they don't even believe
52:27that you're an imagin artist. You you're
52:29not spending 200 million but they can
52:32sense that from the little little touch
52:34of what you're doing there is a bit of a
52:36standard. You're trying to do something
52:37and the next time you're doing another
52:39one you're improving on what you're
52:40doing. Then we talk about smart and
52:43loyal. I said the business requires that
52:45you are either very smart
52:56or you
52:58so it requires loyalty which I think I
53:01explained earlier when I was talking
53:02about you know it's not enough to just
53:04say oh yeah uh you have an idea or you
53:07have knowledge the people around you how
53:11well how loyal are they possibly
53:13have an idea and that idea is like very
53:16beautiful but the people you have around
53:17you are not loyal to you such that they
53:19run with the idea and my last slide
53:25which um I said yeah I said this is what
53:29makes a high flyier in every industry I
53:32said functioning in an industry creates
53:34the awareness that you are not the only
53:37creatives in the industry so you have to
53:39make friends you have to build a circle
53:41and then I You do not always define the
53:44standard. So be on the lookout for what
53:47is trending and then your trade secret
53:49is your edge. So you have to protect and
53:51improve. You have to improve improve it
53:54as often as you can. And I wrote that
53:57with this mindset you would never run
53:59out of business because these three
54:01things
54:03keep you conscious of what you have and
54:07also allows you to respect what other
54:09people are doing. I think I made a
54:10diagram. If you are able to you have to
54:14know that there are more than one
54:15creative in the industry. You have to
54:17know that you're not you are not always
54:19the standard. At some point whiskey was
54:21the hottest person in town you know and
54:23everybody was wanting to be a feature
54:24with him. At certain point it was Guju
54:26at certain point it was Bona boy at
54:28certain point was the artist and like
54:30that at certain point it was Ash. If you
54:33understand that you're not going to
54:34always set the trend and be the standard
54:37that is you respecting other people's
54:39creativity. You could make a shoe and
54:41the shoe is fire and the next time
54:42another person is making it and the
54:44person is not even your level. They
54:46don't look like you. They don't they're
54:48not they're not as smart as you are and
54:51all that. But it's fine respecting that.
54:53Yeah, this person said it's not your
54:55time. And that's what enables you to
54:57want to collaborate with people, to want
54:59to engage people and all that. And then
55:01also you must know what makes you unique
55:03in order to be able to protect that. And
55:07so that is the end of my slide. Thank
55:10you so much for your time. I don't know
55:12if
55:13uh there are questions.
55:16I'll be willing to entertain a question.
55:37I'm waiting for
55:40there are questions.
55:42>> So if you have questions um this is a
55:45good time to ask that [music] question.
55:48Don't wait until you sell your music
55:52right and before you realize what has
55:56happened to you. This we all agree that
55:59this is a great session. These are
56:02there's something about doing the art
56:03things. This is one of those things as a
56:05creator, one of the hard things that you
56:07have to do to excel as a creator. This
56:09is one of those art things that you have
56:12to do. Thank you so much. Thank you so
56:16much, Hola, for that wonderful session.
56:22So, nobody wants to ask a question. But
56:27hola,
56:28since nobody is asking a question, I am
56:31going to ask
56:34a question.
56:36>> Yes. Well, you you've given us an
56:39illustration where someone sold their
56:40music and down the line they realized
56:44that probably that was a mistake. Maybe
56:46they didn't get a good deal doing that.
56:50So
56:54when you've made such a mistake, is
56:57there a way bounded by the law or
57:00legally that you can
57:04ask for
57:06all parties to come back to the drawing
57:07board and like ask for more? It could it
57:12might not be money. It could be a
57:15collaboration. It could be any other
57:17thing. But just ask for more. Is there
57:19room for that? Is there have have you
57:21witnessed that in the industry
57:24at all? Then the second question will be
57:29since you're not the standard,
57:33how do you balance um contentment and
57:37the cravings? Because you never know
57:40which of them will which of your song
57:42will blow. um at some point you just
57:46keep chasing that the limelight
57:49instead of nurturing what you currently
57:51have. So how do you create that u
57:55balance? That would be my two questions.
57:58>> Okay. Thank you very much.
58:01So the first um question is very tricky
58:06and um I think in my own opinion what
58:10you could do to make a difference is if
58:14you had already put up that record and
58:17people already knew you with that record
58:19you could always come back to the table
58:21and so I'll give you an instance if when
58:25boy dropped um
58:29uh what's the name of this song that
58:30went viral. Um
58:34dropped a song where he sampled Tony
58:36Braxton song and I think they had a
58:39deal, you know, that's why you talk
58:41about split shield, you talk about, you
58:43know, um getting approval from the other
58:46label before you release the song. So I
58:48think they already had a deal before the
58:49song was released. But when the song
58:51went viral and became big, then you know
58:54they called Bon Boy team back to the
58:56table and said, "No, this money we're
58:58getting is small. we want more and
59:00because at that moment the song was
59:02beginning to pick up you would because
59:03the moment you say no they will pull
59:05down the song so then they had no option
59:08they had to agree to their terms so Tony
59:11Braxton from what I heard took like a
59:13chunkload of that you know that royalty
59:15but that was because everybody could
59:17attest that this song was Tony Braxton
59:20song in the case of the one that I said
59:22you know which happened you know late in
59:25like the 60s or 70s thereabouts that you
59:28are recording a song and somebody took
59:31the idea of the song and took it to
59:32another studio and another popular
59:34artist recorded the song there's no way
59:36you are going to be able to prove
59:38because the song came out almost the
59:39same time you get and this was a I think
59:43this was a time when the idea of people
59:45writing songs and all that was begin to
59:47grow so they could say oh maybe you know
59:50somebody wrote the song for you and also
59:51wrote the song for me I bought the song
59:53so there's almost nothing that you can
59:55do if people have not been able to point
59:57the fact that you own the song. So, what
1:00:00makes the most sense is if you've not
1:00:03recorded the song or you've not released
1:00:05the song before and it's not gone viral,
1:00:08what you can do is to be able to make
1:00:10the most um you know, ask for the most
1:00:14maybe ask for advice before you sign any
1:00:16deal. Do you get me? Or you leave like a
1:00:19room in the contract and say, you know,
1:00:21we could always come back to the table
1:00:22should in case there's a reason to
1:00:24question some things or some numbers.
1:00:26But the moment you don't have that in
1:00:28your contract and you sign a contract
1:00:29that is legally binded there is almost
1:00:32nothing that you can do because I mean
1:00:34there was a contract you paid you agreed
1:00:36you agree to this split sheet that was
1:00:38why some people and that's why see I
1:00:42could not touch some things about like
1:00:45this very slack because we have limited
1:00:46time but when you talk about an industry
1:00:49you're talking about politics you're
1:00:51talking about gimmicks about people
1:00:53trying to outsmart you people trying to
1:00:55play on your intelligence. They are not
1:00:57as creative as you are, but they are
1:00:59trying to feed in that very industry.
1:01:01So, they are leveraging on your
1:01:02ignorance, leveraging on your on your
1:01:05nonchalency, leveraging on the fact that
1:01:08you've not grown to the level where you
1:01:10could start to demand for the things
1:01:12that are rightfully yours. And that was
1:01:13why some people they sold or signed out
1:01:16their life or their contract in
1:01:17perpetuity. You get so you have to be
1:01:20extremely smart with the way that you
1:01:22are with whatever contract you're trying
1:01:24to sign. A lot of the time if you mess
1:01:27with some people they will mess up your
1:01:29life such that you will not be able to
1:01:30record anything. They could stall your
1:01:32career for about seven years. So you
1:01:34have to be extremely careful. Now going
1:01:36by your second question it is enough to
1:01:39know yourself which is why I had to say
1:01:41you have to know exactly what makes you
1:01:42unique and you able to protect that.
1:01:47Knowing what makes you unique is the
1:01:49reason why you would not fit it when you
1:01:51see other people blowing up or they
1:01:53doing something that's also that also
1:01:54makes them unique and people are
1:01:56celebrating them. As a matter of fact,
1:01:58when you know what makes you unique and
1:02:00you understand what makes them unique,
1:02:01then it leaves room for collaborations
1:02:04and affiliations. But the moment you
1:02:07don't know what you have, at every point
1:02:09that somebody is trending, you either
1:02:10start to hate them or start to feel
1:02:13small. But the basic thing is
1:02:16that first off, you know what makes you
1:02:18unique. You're a creative person.
1:02:20Whiskey, I'm happy that Whiskey is not
1:02:23in the class where he's trying to fight
1:02:25Bona Boy when they sell Bonab boy is
1:02:27trending and selling out. Whiskey is not
1:02:30trying to do that. If you have known Bon
1:02:31Boy from one, Bon Boy has always been a
1:02:33performer. He he said that he was happy
1:02:35that people did not know that his major
1:02:37strength is he likes performing. You
1:02:39know, likes performing. Do you get? So
1:02:42when he blew up, he was projecting
1:02:45towards that. I think Whiskey just have
1:02:48like this chilled aura, this chilled
1:02:50relaxed guy and that's how he's been
1:02:53living. So now with Bon Boy stadium,
1:02:56he's not trying so hard to force himself
1:02:58into that second and I feel like that's
1:03:00the reason why respect. I mean he's
1:03:02doing well for himself. Bon boy is doing
1:03:04it for himself. So if you know what
1:03:05makes you unique, that puts you on the
1:03:08on the path to you know be confident in
1:03:10yourself. to know that only shine all
1:03:13the time. You will not always set the
1:03:15standard or be the standard at certain
1:03:16point to face was the standard industry.
1:03:18Now at this point it was whiskey and
1:03:20vulnerable in the lifespan. So you don't
1:03:22have to force anything but the major
1:03:24thing because we're talking about the
1:03:25minds of humans. The moment you are not
1:03:27sure of yourself the moment you don't
1:03:29you are not certain of what you have you
1:03:31start to put doubts in that mind. So the
1:03:34first thing is that you know what makes
1:03:35you unique every other thing then
1:03:37follows. when other people are trending,
1:03:39there are people that you can work with.
1:03:40No, there are people that you cannot
1:03:42work with, let them be. So, I hope that
1:03:44those those um answers they provide
1:03:48answers to your questions.
1:03:50>> Yeah, that that's that's that's quite
1:03:51the answer. Yeah, everything you said
1:03:53it's like real real. We have a question
1:03:56from Adakai.
1:03:59Hopefully I pronounced that right. Is it
1:04:01a good idea for a creative to be
1:04:03versatile at the beginning or to create
1:04:06a niche from the beginning? The
1:04:09versatile niche. Where should I what
1:04:12should I do? Maybe I'm so talented and
1:04:15I'm just my head is just hot sports
1:04:17everywhere. Should I be go in that
1:04:19direction or just find a niche and just
1:04:22stay there?
1:04:24All right. That is that is a very
1:04:25brilliant question and I think a lot of
1:04:27creatives might find themselves in this
1:04:29very position where you have so many
1:04:32ideas. Yeah. So the thing about humanity
1:04:35which is why for a creative business is
1:04:37not just business. There are certain
1:04:39things that defines the ideology of
1:04:41business. For a creative there is a way
1:04:44that you feel satisfied within that even
1:04:47if they're not making money that
1:04:48satisfaction you cannot equate it to any
1:04:51amount of money. You might find some
1:04:53creativ
1:05:03expression in certain way. So depending
1:05:04on what makes you whole, do you get for
1:05:07certain people when they create only one
1:05:10thing they get bored.
1:05:12So they get whole or they become whole
1:05:15some in creating like a lot of things
1:05:16and moving on and developing in those
1:05:18areas. So I'll give you an instance. A
1:05:20friend of mine at a certain period of
1:05:22time woke up and said she wanted to
1:05:24start a cold room. Now it's very funny
1:05:26for somebody who still say she wants to
1:05:28start a cold but in doing that I think
1:05:31the dad helped her dad encouraged her
1:05:33dad sent her money and all that she was
1:05:34able to start when she closed down and
1:05:36then one time said she wanted to start a
1:05:38restaurant. Now when you sit in front of
1:05:40this young lady she's a marketer now.
1:05:42When you sit in front of this young lady
1:05:45talks about marketing.
1:05:59It didn't come from just trying to be a
1:06:02market. It came from like different
1:06:04experiences. Being able to have those
1:06:06experiences made her own song such that
1:06:08when she's not a marketer and don't
1:06:10forget that you know when she started
1:06:11the cold room she was going to try to
1:06:12market the cold room when she started
1:06:14the restaurant she was going to market
1:06:15the restaurant and these are different
1:06:17niches you get but somehow somehow it
1:06:20made her mind wholesome that the way she
1:06:21fix
1:06:27and I would not tell you also to just
1:06:29not focus on one thing because focus is
1:06:31the strength of a creator. If you're not
1:06:34focused, you will not be able to create.
1:06:35The biggest problem a creator would have
1:06:37is distraction. No matter how small the
1:06:39distra distraction is for some people,
1:06:41it could be as little as the noise
1:06:43around them. They are not able to focus
1:06:45because maybe there's a music playing in
1:06:47the background or somebody says
1:06:48something, they not they're not in in
1:06:50their whole in their fullness. So
1:06:52depending on what works for you, you
1:06:54have to know yourself enough to know
1:06:56what works for. If you are the type who
1:06:58when you're focused you see that you are
1:07:00happy like people who try on being
1:07:03extremely focused they have to focus on
1:07:05one thing and do those one thing per
1:07:06time but those who focus or who probably
1:07:09it's more like you do this once you are
1:07:12before you know you lose interest you
1:07:13have to start doing everything that
1:07:15comes to your mind bit by bit by bit now
1:07:17the problem with those people is that
1:07:19they might not be able to quickly show
1:07:21their mastery but over time you're going
1:07:24to have to respect their mastery because
1:07:25they can touch a lot things and then
1:07:27you're just blown. So depending on what
1:07:30works for you, that was why I said for a
1:07:32creative there's a level of knowledge of
1:07:34yourself that you need to have before
1:07:36you can now be able to make like this
1:07:38decisions. So I hope I'm able to answer
1:07:40that question.
1:07:42>> Yeah, that makes sense. I hope um yeah I
1:07:46hope that you got that and
1:07:51a little more broad then you will decide
1:07:52what you want to do. Maybe when you test
1:07:55both. I think you just test one and test
1:07:57the other and see where you really fit
1:08:00in. Like at some point you just find
1:08:02peace doing one. And
1:08:04>> yes, that's
1:08:06>> the moment you're able to tap into that
1:08:09that that individual piece like you
1:08:11said. So for some people they need to
1:08:13try out these things to be able to now
1:08:15understand self. So
1:08:17>> and that's what life drives. As a matter
1:08:19of fact,
1:08:20>> when you're able to discover yourself
1:08:22then every other thing in life. So some
1:08:24people they find themselves they will
1:08:26not be able to even like put their
1:08:27family together or be relevant to the
1:08:30society and all that. So you have to
1:08:32part of the work that you have to do as
1:08:33a creative as a creator you need to find
1:08:35yourself in or testing the ground is how
1:08:38you find yourself.
1:08:40Yeah, that that reminds me for in
1:08:42instance uh what's his name now? This
1:08:45guy that uh Maven
1:08:49um Johnny Dil when Johnny Dre started he
1:08:53he he came out of MTN Project Fum then
1:08:58everybody thought he was going to change
1:09:00his music. He went away for a while. He
1:09:03came back. It was still the same. He
1:09:05stayed there until everybody became
1:09:08comfortable with his kind of song and
1:09:11now that's where he stays like is more
1:09:14comfortable. It didn't try to become a a
1:09:18a rema or any other person. That's good.
1:09:21Now I know this question is like topmost
1:09:24in the art of a lot of music artist.
1:09:28What do I need to do to get into a
1:09:32label? Like a known label. I have the
1:09:35talent. I know if I get into a label,
1:09:38I'm going to do well. Um,
1:09:41yes. Uh, I'm managing myself now, but I
1:09:44want to be managed by a label. That's
1:09:46where I see my focus. But so, how do I
1:09:49plan my steps? How do I arrange my my
1:09:52life? How do I plan my moves so so that
1:09:56I get into a label? So that I get the
1:09:58attention of a donazi
1:10:00and get into his label and from there or
1:10:04get into chocolate city get in in the
1:10:08face of Abui and get into Chocolate City
1:10:11and from there I became popular.
1:10:14How do I structure that move? Is there a
1:10:16pattern I can emulate?
1:10:19What do I need to do?
1:10:23Okay. So I think it's it's not so hard a
1:10:26question. You've seen the patterns of
1:10:28how the likes of Black Bones were
1:10:31discovered, how the likes of Asha, how
1:10:34the likes of Magics, the likes of Bayani
1:10:36were discovered. It's almost the same
1:10:37pattern. But I think because you don't
1:10:40know exactly how to do that's why it
1:10:41looks as though it's app. First off you
1:10:44must understand that all these record
1:10:46labels are looking out for the next
1:10:49thing.
1:10:50And where are they looking? They're
1:10:52looking at the internet. They're
1:10:53checking their phone. You don't have to
1:10:54tag them. For instance, Bay said he was
1:10:57determined to make two covers every
1:11:00blessed week and he was posting those
1:11:02two covers. He wasn't trying to blow. He
1:11:04wasn't trying to impress. He wasn't
1:11:05tagging anybody. Even May said he just
1:11:08posted the stuff with the video on his
1:11:10page. Didn't tag the video and stop you
1:11:13know found it. You need to understand
1:11:15that these guys are always on the
1:11:16internet looking out for the next best
1:11:19thing. You have to just make enough of
1:11:22what you have as talent and put it out
1:11:25there for people to see. And how do I
1:11:26mean by that? Which is then what makes
1:11:28it a bit of a strategy.
1:11:32There are seven faces of what makes an
1:11:34artist. Seven phases of an artist
1:11:37career. There is the talent phase, there
1:11:39is the branding phase, there is the
1:11:41production phase, there is the marketing
1:11:43phase, there is the performance phase,
1:11:45there's the reward face and then the
1:11:46lifestyle phase. As a talent who is not
1:11:50signed by anybody. You are in your
1:11:52talent phase and at that phase you don't
1:11:56have to do anything but improve your
1:11:58talent to the point where you enter a
1:12:01room people would know that you are
1:12:02talented.
1:12:04Which means rather than bother yourself
1:12:06on oh when am I going to get signed and
1:12:08all that wake up every blessed day and
1:12:10improve that talent improve that talent
1:12:13to the point where
1:12:17to write song they had you
1:12:20could do freestyle for someone like um
1:12:23um this guy
1:12:27it was a cover of a popular song that he
1:12:29did and that song went viral before you
1:12:32know it everybody was looking at
1:12:34At that time he would they went to a
1:12:37show that he performed at he was
1:12:40literally doing a freestyle
1:12:42on stage and using everybody there to do
1:12:45freestyle. He was freestyling using
1:12:47different words and all that to make a
1:12:49song on stage before Casey then picked
1:12:52him and said I would like sign you do.
1:12:55So you need to understand that in in an
1:12:59industry there are a lot of people who
1:13:02are so talented.
1:13:05What makes you unique? It would not just
1:13:07be that oh you know how to sol or you
1:13:08know how to record or you know how to
1:13:11what makes you unique? Something like Ba
1:13:14boy or Cynthia. Cynthia Morgan could
1:13:18sing, you could drag her, she could you
1:13:20know do part do almost everything.
1:13:22somewhere like um um BK
1:13:26I think it's BK yes BK BK who is also
1:13:29signed to I think T right he also could
1:13:31do almost everything
1:13:33there is the confidence that you lose
1:13:36out when you are projecting your talent
1:13:40if you are very sure that you're good
1:13:43so the next thing when you know that you
1:13:45know how to do that the next thing
1:13:46you're going to have to now do is find a
1:13:49way to be in the faces of these people
1:13:51so it's more If there is a song that
1:13:53came out now and the song is trending,
1:13:56do your version of the song. That's why
1:13:58you're allowed to do covers. Those
1:14:00covers, it allows almost everybody that
1:14:03are listening to that song to also find
1:14:05you. Especially when you are putting
1:14:07hashtag, you know, blah blah. For some
1:14:09other cases, you don't even have to
1:14:10write your own version. You just need to
1:14:12reyn the same song
1:14:15and maybe you do a couple of the song
1:14:18and then you you put it out there. Then
1:14:20tagging them is how people who are
1:14:22searching for this or people who have
1:14:25maybe they watched black bones eBay and
1:14:28then because they had watched the black
1:14:31bones the algorithm will naturally take
1:14:34your own song and show it to some of
1:14:35them.
1:14:37That's how you can start to do in this
1:14:39spaces. The second thing that you can do
1:14:41is if there is a competition that allows
1:14:44you to showcase your talent don't hold
1:14:46back. go there because these are places
1:14:50where people are looking out for the
1:14:51next best thing. You you could try as
1:14:54much as to promote yourself or you want
1:14:56to market yourself but because you are
1:14:57not yet in your marketing phase what you
1:15:00call a marketing pace for an artist you
1:15:02have the resources to engage every media
1:15:04houses every major media houses that
1:15:06define that industry. So if you're
1:15:09saying now that oh you want to be in the
1:15:11industry like the Guju Guju is trending
1:15:15and the song is not just okay the song
1:15:17is maybe on MTV based you have to be
1:15:21there because you also function in that
1:15:22industry you are competing with and they
1:15:24your competitor so if you don't have the
1:15:26resources you are still in your talent
1:15:27phase so you have to understand that
1:15:30what you mostly have is a talent you
1:15:32don't have the resources so how do you
1:15:33then manage if there is anything
1:15:36happening a competition like you said
1:15:38Johnny D is very talented but guess what
1:15:40he had to go to Tim was very talented
1:15:43but he had to go to deport
1:15:45was so talented but he had to go to the
1:15:47A lot of these guys either you are
1:15:49finding them on those platform you know
1:15:51how long um what's the name of this
1:15:53rapper that went to Nigeria that won
1:15:56Nigeria um what's his name
1:16:01really so this rapper he's he was always
1:16:04dropping freestyles almost every with
1:16:06Leon Leon. He was dropping freestyles
1:16:10almost every week and then he went to be
1:16:12Nigeria and then his career changed
1:16:13because those platform it put you like
1:16:15in the center of where everybody in the
1:16:17industry can see. So two things do cover
1:16:22first improve your talent to the country
1:16:24because the reason why you have to
1:16:26improve your talent is you only have one
1:16:28chance to convince this. The moment they
1:16:31give you the chance and you cannot
1:16:32convince them, you don't get the chance
1:16:34like that again. As a matter of fact,
1:16:36some of them your name registers in
1:16:38their mind that this guy or they call
1:16:40you a clown. So you only have one chance
1:16:43to prove yourself. So improve your
1:16:46talent enough to know you are so good
1:16:48and so intelligent at what you do. Then
1:16:51when you then start to be able to be in
1:16:53people's faces. So either you're doing
1:16:56covers of popular songs or in some other
1:16:59cases just commenting on some popular
1:17:01songs. You can say you're doing covers
1:17:03and then you're commenting. I just love
1:17:04this is actually very beautiful my life.
1:17:07Don't lie. You are telling your truth.
1:17:09Don't touch.
1:17:24They might not you know every chance
1:17:26every avenue to be in people's faces to
1:17:30jump on maybe you know do project film
1:17:33register for them because those are
1:17:34platforms where the industry executives
1:17:37are always focusing on to find the next
1:17:39big thing
1:17:41and nowadays also you know to just be
1:17:44thought that we have
1:17:53way will have listeners and followers.
1:17:57It's the same way your Andrews has
1:17:59followers and listen
1:18:10hopefully that somebody find
1:18:37Sounds like
1:18:47Hello Mr. Sun.
1:19:27I can't hear you.
1:19:32>> Yeah. Can you hear me now?
1:19:34>> Yes, I can hear you now. Okay, good.
1:19:36Yeah. So, Fino
1:19:38Mi talked about Fo the first time he met
1:19:41him, it was at one of those Nigerian
1:19:43Blu-rays events in I think in Anra or in
1:19:47Inu, I can't remember. And fin came to
1:19:50meet him at the back of a stage and like
1:19:54literally begged for one like just to to
1:19:58hold the mic, one session at the stage.
1:20:01And there was no there was no like there
1:20:04was no extra space in between. MI had to
1:20:07after some time give him his own time
1:20:10slot out of his own time slot for him to
1:20:13perform and that was the first uh real
1:20:18stage uh for final and according to MI
1:20:23it moved the crowd like and from there
1:20:26it's like up up you go you know so I I
1:20:29think I agree with what you said about
1:20:31that first impression many you stick you
1:20:34have to put your Best foot forward. Best
1:20:38foot forward. Now that brings me to an
1:20:40important part that a lot of us still
1:20:45fight with or we are not very
1:20:48comfortable with. How do we price our
1:20:50talent? How do we price? How do we say u
1:20:55okay you signing me on? what's a
1:20:57comfortable what what what elements do I
1:21:00need to put together to say okay um what
1:21:04you're offering is good enough how do I
1:21:06my time um if I'm going for a show or a
1:21:11show organizer reach out to me how do I
1:21:14say yes comfortable
1:21:17um based on the city based on the time
1:21:19slot based on my calendar and all of
1:21:22that how do I generally
1:21:24do my pricing
1:21:26Like that's that's something a lot of us
1:21:28struggle with. So sometimes
1:21:31artist wants what a known artist already
1:21:36already deals and his argument will say
1:21:39I have the talent but do you have?
1:21:44>> Yes. So
1:21:46here's what here's what you need to
1:21:48understand. First let's talk the concept
1:21:50of pricing is not just about money. It's
1:21:53about confidence. is about lifestyle.
1:21:56It's about who you want to be, how you
1:21:58want to be seen, what exactly you want
1:22:01people to know you for. So I'll give you
1:22:02an instance.
1:22:04If so, where it starts from is you need
1:22:08to know the future that you are
1:22:10projecting.
1:22:12If your future is when I'm going to fly
1:22:14private jets, then there has to be a
1:22:16date that you need to know. Okay. So
1:22:18what exactly are these people who are
1:22:19flying private? What are they charging?
1:22:21What's like the industry standard what
1:22:22they are charging? Okay. Bon boy they
1:22:24collect $1 million to perform at a show.
1:22:27All right, cool. Then you now break it
1:22:30down. What can I start collecting now?
1:22:33Because okay, Boner Boy can sell out a
1:22:35stadium. Bon boy drops an album and then
1:22:37it sells out. You can because of the
1:22:40future you're going or where you're
1:22:42going. You can start to ask yourself, so
1:22:44you know what would I start to chart? So
1:22:46I'll give you an I knew a lady one time
1:22:50who
1:22:52she was an imaging artist and as at the
1:22:55time people were collecting 80,000 for a
1:22:58show 70,000 20,000 and then
1:23:02someday somebody reached out to her on
1:23:05Facebook. I was I was beside her that
1:23:07very day somebody reached out to her
1:23:09said oh I would want to feature you on a
1:23:11song. She told the person oh I charge
1:23:13$1,000 to jump on your song. So that
1:23:16time, thousand girls is about 150,000
1:23:19157,000.
1:23:21It was a lot of money because that was
1:23:23exactly the amount of money that um
1:23:26what's the name of this
1:23:28com charges as then I mean like I said
1:23:32these are speculated numbers they are
1:23:34not you know cast in stone to be
1:23:36corrected but this is way back 2011
1:23:39there about 2010 there. So that was the
1:23:43amount he charged and he was one of the
1:23:46top producers in Nigeria then because
1:23:49Nigeria was at the phase when the music
1:23:51was coming on. So I think you could
1:23:52still do a for sometimes 20,000 30,000
1:23:56likes of S cliff then were charging
1:23:5850,000 if I could remember or was it
1:24:00100k there about if I'm right so you
1:24:03could still get production for as low as
1:24:0520 she was charging $1,000
1:24:09and this was somebody who is not yet big
1:24:12but you could tell that in the way that
1:24:14she does what she does she's very unique
1:24:16now I'm not sure that person came back
1:24:18but she did also did not fight you put
1:24:21it to a boner boy who after he dropped
1:24:23his first album and then the album did
1:24:26very well and Aristo crowd wanted to
1:24:28resign it he told them that they need to
1:24:30give him a gift of push
1:24:32now he knew the future he wanted for
1:24:34himself so based off how he knew that
1:24:37he's been able to impress people he was
1:24:39then starting to make demands I think it
1:24:42was because of those that's why he's not
1:24:44signing now what am I saying I'm saying
1:24:46the concept of pricing vary for
1:24:48everybody it is what makes you
1:24:50comfortable
1:24:51what gives you like a chance to express
1:24:53yourself most if you want to live in
1:24:56Leki and you're saying oh one of the
1:24:58reason I'm going to buy a house in Leki
1:24:59one house in Leki maybe you're looking
1:25:01at 4 500 million 600 million to buy a
1:25:04new flat and you're still looking at
1:25:06make I start with 10,000 which day you
1:25:09buy house so you need to know and this
1:25:11is why knowing what you are aiming for
1:25:15your future and what you have now it
1:25:18would make you to start want to improve
1:25:20yourself and position yourself properly.
1:25:23So you know that make improve my because
1:25:25in improving the talent is when they're
1:25:27going to be able to pay for what you
1:25:28expected what you're worth. In some of
1:25:31the cases some people might a lot of
1:25:32people might not come to you but if I
1:25:36picture you and you say go pay $2,000
1:25:39like $2,000 they will see now I'm not
1:25:42looking at what they even see. It might
1:25:44even make you go back to listen to your
1:25:46music.
1:25:48When this quest said they increased
1:25:50their fee mean they wing a lot before
1:25:53and then at some start charging $1
1:25:55million to perform in except for about 6
1:25:57months nobody came to you know came to
1:26:00invite them for a show. He said but
1:26:02after about 6 months after they dropped
1:26:03busy but somebody came they said our fee
1:26:05is one million said they don't care and
1:26:07that was how the performance fee in
1:26:09Nigeria start to go up in millions. What
1:26:12am I saying?
1:26:14At the point when they said their fee is
1:26:161 million NRA and nobody was wanting to
1:26:17pay, they did not bring the price down.
1:26:19They stood on their ground because they
1:26:20knew they had what it takes to be able
1:26:23to entertain you and force you to pay
1:26:24that money. So if you're going to get a
1:26:27show from you're going to have to pay
1:26:29this money. So they waited for 6 months
1:26:31and then eventually somebody pay from
1:26:33there the money start to go up. What am
1:26:35I saying? The concept of pricing vary.
1:26:38There are certain people
1:26:41>> even with your discretion you would know
1:26:43that you cannot charge this person.
1:26:45Maybe saying oh come and perform ah make
1:26:48I don't charge him because if he say you
1:26:49want $2,000 and you perform he was
1:26:53impressed he was planning to give you
1:26:55$10,000. You don't already you don't
1:26:57lower you don't you don't price yourself
1:26:59out. So in some cases there are certain
1:27:02people that you don't your discretion
1:27:04will tell you I make I charge you
1:27:05because they might get me to where I'm
1:27:08going faster than make I try to charge
1:27:10them now. So you have to be able to
1:27:12that's that's part of what makes you
1:27:13very creative. You have to think on on
1:27:16the on the spot and know what works for
1:27:18you as a creative.
1:27:20There are certain places that whisk
1:27:21would go to and LAX said they would want
1:27:25to offer him they would offer him a lot
1:27:27of money and he would turn the money
1:27:28down and he would say oh my value and
1:27:30their value don't align
1:27:44talked about when I was talking about
1:27:46how you have to internal brand you have
1:27:47to know what makes you have to know your
1:27:49value, your relation, your vision. When
1:27:51you have that figure that somebody might
1:27:52put 10 billion on the table, but you
1:27:54know the conditions around this money
1:27:56would not enable me to be creative or to
1:27:58be free, you say no. Do you get? So for
1:28:01some [laughter] people that's pricing,
1:28:03it varies for everybody. You just have
1:28:04to know yourself enough to know what
1:28:06you're worth. And when you put a price
1:28:08to what you're worth, you are not
1:28:10planning to convince anybody. Oh baba,
1:28:12how much should they charge me this?
1:28:14There was a time and I will round up my
1:28:16answering the question with like this
1:28:18very small story. There was a time when
1:28:20I tell people I'm a brand engineer and I
1:28:22don't know exactly how how much to
1:28:24charge because I had to I learned
1:28:26branding trying to brand myself. When I
1:28:29understood branding and I understood
1:28:30what I do I wanted to put a name to it.
1:28:33So I gave it the name brand engineering.
1:28:34So a lot of time people don't even know
1:28:36exactly what it is. So I was trying to
1:28:39put a price to it. I don't know what it
1:28:40is. So I said maybe like 50,000 every
1:28:42month as at that time minimum wage which
1:28:45people they talk saying rubbish money
1:28:47was 30,000 which is the amount that they
1:28:50were paying coppers was it 30 or 40,000
1:28:5240,000 I think 40 I think it was 30,000
1:28:5530 something,000 me where I do
1:28:57professional job that I'm supposed to be
1:28:59feeding my family I was saying 50,000
1:29:01and I was still doubting that that money
1:29:03was too much feel paid because in my
1:29:06mind I was thinking of the imagined
1:29:09creatives
1:29:11Now eventually I got a gig and I was
1:29:14helping brand person. I saw the amount
1:29:16of work, the enormous work that goes
1:29:18into
1:29:40you know your marketing to
1:29:46um to your I think I'm overseeing
1:29:48everything even when he wants to do when
1:29:50you want to do an event.
1:29:57>> Oh, we lost him. Okay, he's back.
1:30:00>> Can you hear me now?
1:30:01>> Yeah, we can hear you now. He's gone.
1:30:02>> Yeah. So it takes a lot to be able to
1:30:05brand somebody because I mean I oversee
1:30:07every face of what makes you an artist
1:30:10from you know the the artist development
1:30:13to the production at some point I become
1:30:16an ear and now to your marketing
1:30:18everybody reports to me to your video
1:30:20shoot your styling I'm not the one that
1:30:22is going to style you but I need to know
1:30:24the reason why your stylist is using
1:30:25this clothes for everything has to align
1:30:27to the image you are creating so when I
1:30:30realized what it took I I told myself I
1:30:33cannot char this amount of money. So I
1:30:34increased the money by almost about 100
1:30:38100%. I increase the money a whole lot.
1:30:41So now when I'm having conversation with
1:30:43you and I say this is the amount I
1:30:45charge. You say baba I don't pay I'm not
1:30:47asking this. The difference between oh
1:30:50baba I like work with you but I don't
1:30:52have this amount of money. What can you
1:30:54do for me? And oh what you do charge. If
1:30:57you're saying I'm charging too much for
1:30:59charging maybe like like 10 million to
1:31:02do a year retainership.
1:31:04So, and then you're taking 50,000 NRA,
1:31:06you're giving a TG of money, $50,000,
1:31:08which is over 50 million NRA to shoot
1:31:11one video for you that after you release
1:31:13the video, a month afterwards, you don't
1:31:15forget the value of the video. Then, you
1:31:17don't understand like job, I don't need
1:31:18to convince you. You're looking up and
1:31:21down for 30 million to shoot one video,
1:31:24but somebody who is probably helping you
1:31:26put your life together for the next 15
1:31:28years. You think 10 million a year is
1:31:30too much. I'm not going to have you
1:31:31risk. I don't need to convince you. It
1:31:33means you are not my target. So I don't
1:31:35have to explain explain explain explain.
1:31:37No, I don't have to do that. So when you
1:31:39put a price to what you're worth, you
1:31:41don't have to start convincing
1:31:43everybody. You need to first convince
1:31:44yourself that this is my worth and then
1:31:46eventually the people who need you, who
1:31:48need your expertise will find you.
1:31:52>> Yeah. Yeah. I agree. Know what you want,
1:31:55understand what you want and do it from
1:31:59there. like don't over
1:32:03overype yourself basically. Yeah. So I I
1:32:06think this is where we will round up
1:32:08now. Thank you so much Hola for the Let
1:32:13me look for that clap emoji. Where are
1:32:15you? So that we can clap. Uh
1:32:19you want to say h they remove it.
1:32:23Anyway, [snorts] thank you so much. It's
1:32:25been it's been exhilarating like joyful
1:32:28in itself. I I know these are hard
1:32:30things that creators don't like talking
1:32:33about because this is the business. But
1:32:35when a creator realizes that they are
1:32:37building a business, these are the
1:32:39things they need to want to talk about.
1:32:41They need to start talking about
1:32:42thinking about their finan the
1:32:44financials, recruitment, operations,
1:32:47uh strategy, partnership. And when you
1:32:50start thinking about that, you need to
1:32:52understand what the business requires
1:32:54and what the industry requires. To round
1:32:57up,
1:32:59um just a quick one about the sport
1:33:01media's creators lab. It's it's uh where
1:33:05we want to do
1:33:07what's essential for the creators
1:33:09economy to thrive to go beyond uh what's
1:33:14uh producing content and maxing out your
1:33:18content and feeling like oh lord oh my
1:33:21god I have produced so many content yet
1:33:23I do not have a business. We actually
1:33:25want people to thrive in the creator's
1:33:27economy. If you're a creator you should
1:33:28thrive. That's why we started the
1:33:30creators economy. And um having said
1:33:33that, my last question to you would be,
1:33:37who do you think should be on the next
1:33:40creators lab session? Give us one name.
1:33:45Let's go after that name. By the way, we
1:33:48already have we have Oinda already. We
1:33:50had Oinda the last time. Yes. [laughter]
1:33:53>> I know you guys already have on the on
1:33:56the, you know, lab. Um
1:34:01Okay. So, there's somebody that I think
1:34:03you guys and I would I would send the
1:34:05name to you. Nelson. Nelson. Nelson. N
1:34:08E.
1:34:09>> Yes. I think I don't know if I
1:34:11pronounced the surname properly, but his
1:34:12name is Nelson. He's spelled N E L S U N
1:34:16Twitter. Nelson or Nelson.
1:34:19So, he's somebody that I think also he
1:34:22understands marketing. you understand
1:34:25you know artist development and a couple
1:34:26of other things that would make you you
1:34:29know understand self and makes you to be
1:34:31able to project self. So yeah I think
1:34:33Nelson you guys have Nelson I've had him
1:34:35on one of my holistic session and he was
1:34:38actually fantastic. He did about 45
1:34:40minutes without bringing a slide and it
1:34:42was extremely on point the whole time.
1:34:45Yeah, Nelson is
1:34:47>> someone I I would recommend.
1:34:50>> Okay. Okay. We're going after Nelson.
1:34:52We're going after Nelson. Thank you so
1:34:54much. Thank you for everyone that um
1:34:56joined the discussion. Thank you Ola.
1:35:00Please give Ola the u the love, the 100
1:35:04emoji and all of that. Thank you. Thank
1:35:07you so much. That fire session.
1:35:10>> Yeah, we're going to like come back to
1:35:13you some other time before the year runs
1:35:14out. We're probably going to come back
1:35:16to you.
1:35:20>> All right. Yes. So this is where we draw
1:35:23the curtain for today and for this
1:35:25session. U if uh to get the playback
1:35:29just subscribe to our YouTube channel um
1:35:33at sportsmedia.online
1:35:35and um we'll do a replay um so that you
1:35:39don't forget the nuggets that were
1:35:42shared and um if you need help just
1:35:44reach out to me and if you want to
1:35:46contact Mr. reach out to me and I'll
1:35:49connect the two of you. If you are
1:35:51already an artist and you need to up
1:35:54your game brandwise, you need to talk to
1:35:57Allah. You know, you need to talk to
1:35:58Allah. So, reach out to me. I'll connect
1:36:00the two of you and
1:36:03we'll take it off from there. All right.
1:36:05And this is where we say bye for now. I
1:36:08remain Omuz Samsung from Sports Media.
1:36:12Ciao. Ciao. Bye everyone.
1:36:19Thank you.

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