How I have managed my career for 25 years —Akiin Shuga

Akinloye Tofowomo, popularly known as Akiin Shuga, is the lead singer of the Shuga Live Band that has become the toast of many in the social circles in Lagos and other parts of the country. In this interview with SEYI SOKOYA, he speaks about life and his career.

How have you managed to keep your brand for the past 20 years?

I didn’t find myself in this space by mistake; there are many factors that contributed to the level we have attained today. The music industry in Nigeria is very complex and choosing a live band is more challenging. As a musician, it can be challenging to navigate because it is complex and competitive, but with the right knowledge and strategies, one can get to the top of the direction as well as achieve success.

Let us know about your sojourn into the music industry and did you see yourself staying this long?

I will call my sojourn into music a happy accident because I never thought I would become a musician. I was discouraged by my father who was a judge, though he played music but he never thought any of his children would follow the same path. I came practically from the street of Allen Avenue to play at Wood House, Pintos, Green Lion and other places. It got to the point where the knowledge and strategies started clicking. So, it moved from being a hobby to serious business. Also, I think about 12 years ago, my wife told me that I needed to go back to school; she encouraged me. I went to Berklee College of Music, Boston and what interested me most about my wife’s advice is that the development added to my profile and has helped my career tremendously. Aside from knowledge and strategies, we also research, which has brought us versatility, professionalism and exposure to global cultures and innovative performances.

In the last 25 years, what have you done differently?

The main thing is that we have been able to distinguish ourselves in the industry through several unique elements. One of them is adaptability. Despite the rapid change; we have remained relevant by adapting our style of evolving trends. We have versatility in music and we create suitable live performances. We have a unique team that delivers Shuga Band and the backend team that works in all areas of Shuga entertainment. We also have the technical team, which is part of the operational team. The quality has earned us a reputable stand in the industry.

Not many people believed in your band when it started but you have stayed relevant for years. What do you think has worked for you?

I think there is a market for everything you want to buy or sell, but consistent quality has been our core strength. We have built a strong reputation in the industry, which has made us the preferred choice. You can copy everything, but you can’t copy the innovation and exclusivity.

Has music always been about passion for you?

It has always been about passion and creating something special for the people. If you know the Shuga Band, you will know that we have carved a niche for ourselves as a premium live band for lifestyle and entertainment. So for me, passion comes first and has been our guide for years. When I started, I never knew I was creating awareness and building the reputation and the fan base back then in Ikeja. For example, I knew Ayo Subair 30 years ago back then in Pintos. Also, a lot of people I knew then have become famous and successful personalities today. Those days, my performances were always short but music took me to that point where I value relationships and friendships. I was a student at the University Of Lagos (UNILAG) studying Business and Industrial Law. A man walked into Pintos where I played and picked interest in me. I never knew his influence, but I got to know later that it was Bode Bele and the rest is history today. I did several gigs and later made up my mind to concentrate on the band.

What is your view about the notion that live band musicians have hijacked the industry from the recording musicians?

I disagree. Live band musicians and recording artistes serve different purposes though there might be some overlap. Live band musicians are hired for events while recording artistes produce music for distribution through various media channels. Their performances are different. Live band performances always offer a great experience with real-time interaction and this is different from recorded music. The truth is that both can coexist to serve different audiences. The recording artistes contribute to music production by creating new songs that might be later performed by live bands. So, in this sense, they can be seen as complementing rather than competing. Being a live band musician requires different skills such as the ability to improvise and engage with the audience. But recording artistes focus their skills on songwriting. With the advent of digital streaming platforms, the music landscape has changed as well as created opportunities for both live bands and recorded artistes. Many artistes have adopted live performances to connect with their audience. Check out Burna Boy, Wizkid, Davido, Flavour, and others.

You have not allowed your physical challenge to stop you from following through with your talent. How do you feel about this?

I don’t think I am limited to any encumbrance or disability. I am always focused and it has become a fuel for me to perform and entertain people. I don’t have anything to prove to anyone; I have everything to prove to myself. It is not a show-off. This is what I love to do irrespective of the challenges. I am always happy when I am on the stage. It is the passion for music that keeps me going and this transcends any physical challenge. People with disabilities require a high level of perseverance and this is what I have applied to my career. Also, I have a support system; my wife leads my team and the band as well. I appreciate her so much and it has been a collective support and mutual respect. I think I have become a role model to inspire others to prove that disability has no limit to one’s ambition. I have a relationship with Cobhams and it has been beautiful. We are doing well in the industry.

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