Ademola Adelaja is the brain behind major social events like Nigeria’s Independence Day celebration, The African Corner (T.A.C) and his Afrovibes in Manchester, United Kingdom. He is also a Partner of the Club, The Manchester Lounge (MCR). In this interview, he shares how passion for entertainment propelled his growing up, and other challenges in the entertainment sector. SEGUN KASALI brings the excerpts.
How would you describe your journey into the entertainment space despite being an accountant in the United Kingdom?
It all started in my bedroom in London. It was my 18th birthday. May my mom’s soul rest in perfect peace. I told her I wanted to organise a party and she was like in my house? I said yes. She said no you can use your bedroom. You won’t believe it. I had the birthday party in my bedroom and it accommodated about 80 people. That is where my journey started from. So, entertainment started from there. From there, I started doing parties. This time, I was just doing RnB parties, Jamaican parties and all that. That was how life took me to Manchester.
How was life in Manchester?
I was working as a payroll accountant but I was not fulfilled. My passion was entertainment. I enjoyed every event I hosted every weekend because I was partying and enjoying events and by Monday morning (I would be back in my suit and tie) By weekend I would definitely go out because I was a socialite. I was enjoying my accountancy; having good money but I still knew my passion was entertainment. As journey would take it, my partner was in Manchester and I decided to move there too. When I got in, Manchester was a dead zone. I mean you could count how many black people were in Manchester at that time. And there was no entertainment. So, I decided to start something in Manchester. That was where Afrovibes came in.
What is the idea behind Afrovibes?
The idea was that I am a vibe and Afro is something that is African and at that time there were some sort of UK boys trying to venture into Afrobeats. So, I came up with the concept of Afrovibes.
What were the challenges you faced starting event business in Manchester?
Like I said blacks were not many in Manchester then and consequently the acceptance of parties was very low. So, I started doing what I knew, which was house party and the acceptance started coming through. From house, I moved to get entertainment halls. There was nothing like Nigerian Independence then. So, as a Nigerian, I wanted to make a statement. So, I branded Nigerian Independence a big way. So, that became a big event I had to do every year, where I bring in some artistes.
You were still working amidst this?
Yes, it was all about persistence and energy. I knew this was where the money was coming from and I needed to put some into the passion of mine even though the passion was not bringing anything back but I knew it would be positive in the long run.
Names of the artistes you have worked with
The likes of 2 Face, Bracket, Olu Maintain, Wande Coal, Ice Prince, Patoranking, Flavour, Ayo Makun and many more. AY is the brand I do every year now. The next one is in October. I am still trying to get that up and running. I have also done Dbanj, Timaya, Davido and so many others.
While doing this show business were there financial losses?
There was never a period I was doing all these events that I said I have made a profit back then. This is because I was either losing or just breaking even, as well as when you are building a brand there would be mistakes obviously. I realised there was not enough people to generate returns but I was spending, so people could get to know what Afrobeats was and secondly, creating something for them to be able to enjoy. I recall a time I brought one artiste in because he was the biggest at that time and I overloaded it. I spent everything I had. I booked expensive hotels, brought all his teams, including live band. In the long run good, but in terms of capital I didn’t break even. But, it was a blessing in disguise because it was something that made me grow and widened my horizon about the business.
So, this entertainment passion pushed you into having a club in Manchester?
Yes. In life as they say don’t give up your passion. As much as there were barriers in terms of doing events, there was always chance for opportunities and doors opening. So, coming into the club was a fate and it was meant to be. Afrobeats was growing then and still growing every year. When I was doing events back then, there were black-owned establishments coming up too in the likes of Lounge31. So, I knew it was important for me to have where I am controlling the wet sales (alcohol). So, I thought yes I am not making money on the business but if I can join alcohol to it, it would make me break even or make more profit. So, I needed that opportunity. Lounge31 was kind of a membership club that was more of RnB/HipHop kind of establishment. Having gone into the club, I discovered that they were Nigerians. So, opportunity came where the club was going to transition and rebrand. So, they knew what I was bringing in and they brought me in as one of their partners to be the face of the new structure. So, that was my breakthrough. We rebranded and that is why till today people call me Ade Aura. But, that didn’t stop me from doing my events.
What makes your club significant in Manchester?
It was a struggle but as a black ownership and being in the middle of Manchester centre it is very difficult to kind of deal in, but we did it. We are the only club in Manchester that finished 7 O’ clock in the morning on Fridays and Saturdays. There is no other club. The club is called The Manchester (MCR) Lounge. We went from Lounge 31 to Aura to MCR Lounge. So, that is the journey of the club. But, we have branded ourselves as the latest club in town, doing afrobeats, RnB events and all that. We have been very versatile with the way we brand ourselves. I am the godfather of Afrobeats in Manchester.
As the godfather, what is your view about afrobeats in general?
There is excitement for me listening to the likes of Fela, Barrister, Majek Fashek and the Gen Zs back then like JJC, Dbanj, Mo Hits, and the likes. I knew we were about to kick off. I am very proud of my footsteps in terms of where I am, what I have laid down for others to kind of pick up and move with.
What is your assessment of Nigeria’s entertainment sector?
I think it is good. The likes of Burna Boy, Wizkid, Davido, Asake and many others on international stage have given us a good platform to embrace that continent called Africa. Afrobeat is quite unique but now global. White people dance to music that they don’t even understand because of the beat, they can move and learn the verse.
You have novelled afrobeats events in Manchester and one is Nigeria’s Independence. Tell us about that.
Despite challenges going in that country, I enjoined people to keep supporting the country the way we can through the Independence Day celebration. So, I never gave up on that. There must be something I am doing for Nigeria’s Independence every October. It is my trademark.
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