It is a proud moment for afrobeats. This culture is reaping an incredible mainstream acceptance from listeners globally. It may be safe to give all the flowers to the household names topping the charts, but it is rather discriminatory to the industrious team of executives that strategically push the talents behind the scenes.
The evolving Nigerian music industry is esteemed with highly remarkable executives and the women are taking the lead. And in this dynamic space, the evident contributions of a certain adroit legal practitioner, Ifeyinwa Anyadiegu, Head of Legal at Chocolate City – one of Nigeria’s leading independent record labels housing Young Jonn, Blaqbonez, TariQ and a number of other leading artists, has aroused the curiosity of many as to how much of a driving force women can input to fostering change and inclusivity in the industry.
Women are so dynamic. “It feels like no one can ever measure the end of our strength”, she said while speaking on how fascinating women can become in spite of any negativity that might be thrown at them. Heading the legal department at both Chocolate City and NuTrybe – a subsidiary of the former, Ifeyinwa earned her spot by going against her family’s wish for a career in Oil and Gas and heartily following her passion for music, steadily running the ropes for almost eight years from her first legal run at Punuka.
Read on to catch the enthralling conversation we had with the super lawyer on her journey into the music business, the challenges she encountered and how they braced her to be the confident woman she boasts of today.
How would you describe your journey so far in the music business?
My journey into the music business has been an interesting one. To start off, I have always been interested in music. I remember always checking for music credits after watching a movie. My journey kicked off when I was about to go for my Masters’ program when I got introduced to Intellectual Property and IP Law and this was my closest shot to entertainment. Luckily for me, I had very supportive friends and family. My family initially wanted oil and gas but after seeing how passionate I was, they have been my ride or die. After my Masters’, I returned to Nigeria, determined to learn the ropes.
“You may want to discredit me because I am a woman and that’s on you. But after I deliver, I leave no room for doubts.”
I started going for conferences and wrote to several businesses seeking internship opportunities. With time, a very good friend at Punuka put me on. I joined Punuka in 2016 as a member of the IP and Entertainment department and left two years later as the Assistant Head of the Department. My role at Punuka was my first call to working with entertainers. In a nutshell, my journey so far has been a good one and I can say the business loves me as well.
Tell us about the work you do at NuTrybe.
NuTrybe is Chocolate City’s development arm. It’s focused on finding and developing talents, their sounds, branding, marketing and also educating them on the business side of music that will prepare them for their mainstream career. TariQ is our first flagship artist at NuTrybe and I am so proud of his journey so far and the milestones he has accomplished, he is very focused and business minded. [The artist is now signed to Chocolate City music].
What do you regard as the most fascinating thing about being a woman?
The fact that women are so dynamic and they steadily improve themselves is something I find so fascinating. It feels like no one can ever measure the end of our strength. It’s just like our superpower because people underestimate how powerful women are. We look very delicate therefore, our accomplishments tend to be unexpected. And this, I have used to my advantage. You may want to discredit me because I am a woman and that’s on you. But after I deliver, I leave no room for doubts.
What are some significant life lessons you have learnt so far following your experiences in the industry?
Speak up! Make your voice heard. This was one of the first things I learned at Chocolate City. Wherever you are, make sure your presence is felt. Don’t be too consumed by your thoughts. Read well, prepare well and then speak because people tend to overlook quiet people. Ensure to always contribute meaningfully. Another thing I’ve learnt is decency. Being a decent person especially in business helps. Be kind to others, know your stuff, don’t waste too much time to execute after gaining the required knowledge because when you hoard your knowledge or idea, people become oblivious of your power. Another is to have a good support system that you can rely on.
Did you ever have to face gender bias or stereotypes in your industry and how did you overcome them?
110%. I remember I and a male colleague making a pitch to a client, I then dropped an opinion which got overshadowed but when my other colleague said a mirror of what I said, the client affirmed. How I deal with this is to keep standing on my notion. I have come to the understanding that people just downgrade women subconsciously, so I always speak up for myself. I push through it and ensure my voice is heard until I get what I want.
What is your advice to the young and aspiring creatives in the music industry?
Get serious quickly. Don’t treat your craft like a joke because if you do, others will also treat it as a joke. Get a serious manager, a serious lawyer, be serious about building your brand. Don’t be hasty about getting to the top. Be willing to learn and take advice. Get out of your comfort zone and relate with people you know you’ll benefit from.
If you could change one thing in the world, what would it be?
I believe everything is as it is meant to be. The present state of the world is part of what shapes us to be who we are. Taking down the bad will also take down good and the good outweighs the bad in every way. The world is not perfect but it is how it’s meant to be.
Lovely!