Ahmed Badejo, also known as DJC, a musician, songwriter and producer, is also a voting member of the Grammy Academy. In this interview by KANGMWA GOFWEN, he speaks about the new Grammy Awards category, his most recent single and his journey into the music industry. Excerpts:
How did you feel when you were accepted as a voting member in the Grammy Academy?
I woke up one morning to the acceptance e-mail. At first, I didn’t understand, or maybe I was in disbelief till I saw the news online about a few Nigerians that were accepted into the recording academy. That was when it dawned on me and I understood what was happening. I was really overwhelmed; I can’t describe how happy I was. After then, I was able to present my album and singles for Grammy consideration.
How did yit happen?
There are two major people in the music industry that recommended me then I was asked to submit my songs, which they listened to and got back to me after some months. After some time, I received an acceptance mail which I couldn’t believe; it was just like a dream.
The Grammy recently announced a new category in the awards, how does that make you feel and what are your expectations?
I am really happy about the development. It gives us the opportunity to push our sounds (Afrobeat, Fuji, Amapiano etc) to the world. Now, we have a new category that favours Africans, it shows that we are doing something right and I must say that I’m really proud of what we are doing.
What inspired your recent single, ‘God no go shame us’?
I thought about life’s struggles and I was inspired to record the song to bring hope to everyone in trying times, also to let everybody know that you don’t give up until you win. We all know how hard life could be, the song is just to inspire everyone that God won’t disappoint us in all we do.
How did your journey into the music industry began?
It all started as a young boy listening to 2pac, Dr Dre, Coolio, Lighthouse family, B.I.G and the likes. I was so much in love with music that I would give my food to my cousin just to teach me those lyrics. I realised I could sing very well too. And that was how it started. I joined the church choir and I was exposed to all other things. The church stage was my first stage then I went to school to study Music. I learn the keyboard and clarinet, became a music producer and also a DJ.
Who do you wish to work with in future?
No other person than Kanye West (Ye). He is one of my favourite musicians and I would really love to work with him. I would also love to collaborate with Dr Dre too.
What do you think it takes to succeed in the music industry?
To succeed in the music industry, all you need is money and hard work. Music involves a lot of things, being talented is no longer enough. Many talented singers are in their houses, some are no longer doing music because of funds. You can be so lucky for a record label to pick you, although in Nigeria, we don’t have proper record labels, most are just management companies. Promoting music is very expensive, you have to pay for a good quality video then come up with a budget for promotions which also determines how far your music will go.
Another way to succeed is through the social media. The social media is so powerful that you can wake up one morning and become a superstar. All you just need is to be persistent and consistent with what you do.
What other things do you do aside from music?
I am a business man. I buy and sell musical instruments, I’m also into talent management, although 90 per cent of what I do currently are still music related .I produce, I mix and master. I’m a video director, A&R, music executive.
I think I’m not done discovering my talents.
A lot of youths now into drugs. As someone who works around young people, how do you think that menace could be tackled?
Well, I feel most of these guys are practicing what they see online. If there is going to be any correction, it needs to start from the top. The regulatory bodies should be up and doing. I believe they can do better than what they are doing now. Most of them say it gives them inspiration to perform well in the studio, as a society I feel we can find ways to inspire our young talents such that they will not have to depend on drugs to be inspired.
What are some of the challenges you have encountered in the industry?
It has not been easy. When I started music, most of us were doing it for the love of it. There was nobody, I struggled to pay studio sessions, I would walk from my house to the studio and studios were not many back then. The few ones were expensive; no social media, no major platforms to sell your music. Add to that, I had issue with my dad. He never wanted me to do music; he felt music wasn’t meant for responsible people until the day he saw my performance and he was impressed. Back then, you will record, give it to radio stations and they play if they love it, they show you more love by giving a massive airplay, invite you over for interviews and all that. But right now, the game has changed. Imagine you spending 20 to 30 million naira to push just one song. The challenge has been money. No one is ready to support good music anymore; you need to have money and when promoting a song, you don’t budget for one song, what if it doesn’t blow? So, you need to have budget for a minimum of two to three songs. Imagine you need to raise close to 100 million for three songs, one of the major billboards in Lekki for one month promotions is above 10 million and you need that for three songs, it’s a lot.
Where do you see yourself in the next 10 years?
I hope to go into oil and gas. I can’t do music forever. By then, I should be one of the most successful businessmen in Africa, and I would also love to try other things. I want to have an institution where people can learn music production sound engineering, song writing, music business and get a certificate that can be recognised in any part of the world.
Who and what is your biggest motivation?
My biggest motivation is God. I had given up several times, I had been depressed many times, I had slept on the streets, I had given up on myself, I had lost almost everything but God came through for me.
What is your advice to young up-coming artistes?
Do what makes you happy. Believe in yourself; remember what doesn’t kill a man only makes him stronger and put all your trust in God.
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