Change is inevitable, exactly one year ago today, co-founder of Chocolate City Music (CCM) Audu Maikori handed the reins of power at the company over to one of its longest-serving servants MI Abaga and moved upstairs in the group. After dominating the rap game for a few years, MI was given the opportunity to prove his brilliance in another field of endeavor, becoming the head of one of the biggest independent record labels in Sub-Saharan Africa.
MI Abaga and Audu Maikori
We spent some time with the CEO of CCM at his office in Gbagada, Lagos and in a leadership masterclass to commemorate his 1st anniversary, the rapper-turned-executive spoke exclusively to Filter Free. MI spoke about the challenges of running the label, explored his leadership methods and outlined some of his plans for the future. We also spent some time with Edward Ayide-Israel, Head of the Business Development unit at Chocolate City Group and both conversations provided a deeper insight into the goings-on at one of Nigeria’s best-structured music companies.
Artiste development
Now that Ice Prince and Jesse Jagz have transitioned to become owners of their own imprints within the label, CCM currently has 9 artistes and 4 producers on a rich roster that also includes songwriters. When you have a lineup that large, it becomes a true test of your man management abilities to keep everyone happy, hungry and motivated. Using the release of The Indestructible Choc Boi Nation compilation album as a springboard to launch and in some cases relaunch careers, the company has seized the momentum to set clear growth plans for its artistes.
Take the highly underrated MC Loose Kaynon, for instance, who’s had a record deal for several years but only got the chance to drop a body of work (Gemini Project) in 2016. Another example is the rejuvenated Ruby Gyang who also re-emerged this year as a sassy belle with prospects as bright as her new image. But there’s more to come, Koker is quietly becoming a reliable hit machine, while Pryse has picked up her pen again with the Prysless freestyles. But the company isn’t done either, the ongoing Unsigned talent search aims to blood in even more talent in the near future.
Quality of videos
If there’s one criticism that was leveled against MI at the start of his career, it’s that for an artist of his caliber he didn’t shoot nearly enough visuals for his music. All that has changed now and not just for the Jos-bred MC alone but for his cohorts as well – and the difference is Seven Up. More singles released on CCM are given the visual treatment than ever before. In addition to the quantity of videos, there’s been a noticeable improvement in the quality, as typified by Dice Ailes’ futuristic “Machinery” and DJ Lambo’s well put-together video for “The Motion”. By fostering partnerships with the most in-demand videographers and production outfits on the business, MI and company have been able to negotiate strategic agreements which now benefit Chocolate City’s artistes.
Reduced bureaucracy
One of the dangers with companies growing and becoming larger is that they become less agile and more process driven. With a staff strength of 30+ people and with the addition of Super Cool Cats and Jagz Nation to the music company, there was a fear that that this too could happen at CCM. However, MI has gone about identifying and streamlining processes at the organization, while maintaining an open door policy that means the CEO remain accessible to everyone. He’s also allowed his artistes certain creative liberties, as demonstrated by Jesse Jagz not needing to commercialize his sound in order to return to the fold, Nosa being given the freedom to preach his contemporary gospel message and Koker being given the platform to become a modern day Fuji rockstar.
Continuity and managing departures
Every business has to learn to deal with the exit of personnel as well as it deals with their arrival – it’s a revolving door sometimes. With CCM, particularly on the creative side of things, there have been some additions to the roster, that MI will make public in time, but there have also been some high-profile departures too. MI refutes any claims being made by Brymo that his contract was breached but Milli’s departure remains a sore topic and Mister Incredible declined to comment on the matter. However, Edward did have the following to say –
I would like to go into detail about the Milli’s situation, but I will just comment that for his material and emotional investment, M.I has been quite a magnanimous leader in his handling of the situation.
What he is alluding to is the smooth disengagement between both parties when it was clear the relationship simply wasn’t working out. The company however, wishes Milli, Brymo and co all the best in their future endeavors.
Revenue
MI says that even when he leaves his current position, he’ll never depart C City – he’s a shareholder in the business. As CEO for now though, MI has a responsibility to himself and his fellow shareholders to make sure the business remains in good health after inheriting such a successful company, according to him –
We have the largest catalog in the history of Nigerian music, only Kennis Music comes close.
That’s a bold claim but Chocolate City is 11 years old, so that catalog must be something. However, the organization is constantly seeking new ways to monetize that catalog and has unearthed new opportunities in publishing, digital distribution and corporate engagements in recent times. The company understands that its bank account will only remain healthy if those of the creatives signed to it remains healthy as well. That’s the reason why initiatives such as 5ive Music Publishing Company are crucial to C City, as the company seeks a platform to better exploit the royalties of the songwriters, artistes and producers signed to it.
Now, let’s hear what the man himself has to say about his one year in charge of Chocolate City Music.
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