Oni Oluwatobi David is a young Nigerian that has used the social media platforms to advance his career by carving out a creative enterprise out of his passion. As an online music publicist and entertainment project manager, he shares his experience and dreams of making young people like him see the importance of keying into global trends in business with SEGUN ADEBAYO.
As one of the fast-rising online music publicist and entertainment project managers currently making waves in Lagos, how difficult is your job?
I am living my dream at the moment and I am appreciating every little step I take. I don’t see what I do as difficult even though it is as hard as it comes. My dream is beyond entertainment l. My dream is to create a platform or be part of the platform that creates an environment where every Nigerian artistes’ dream can be valid.
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From the look of things and judging by your experience on the field, what do you think Nigerian musicians lack and why does it seem they don’t care?
Innate knowledge of what they are getting into particularly the business side of music. This is due to the complex nature of the business. It requires a lot of paper work and documentation. I don’t agree that they don’t care, and background plays an important factor. Take a look at Patoranking for example, he is very hands on with his career and is a first class example of an ideal artiste. So it is not something that cuts across board, but rather it is relative.
You seem to be up to a lot and have your hands in different pies even at your age. How are you dealing with these commitments and the attendant pressure?
It is about passion and excellence. I was raised by a father who demanded nothing but excellence from his kids. So whatever you cannot deliver excellence on, you weren’t even encouraged to venture into it. So I ensure to delegate and communicate adequately in whatever I am involved. I am either in or out. There is no middle ground for me.
You floated your company, Brainard Props, recently having worked with other brands over the years, what brought about that decision?
The truth is that I have been floating my company right from inception, even when I was working with others to build their brands. A company isn’t established due to paper works. Rather, a company is established once the founder has put into cognisance the basic factors required to build the idea, innovation or organisation. The number one factor is determination, followed by persistence, grace of God and observations. So in practical sense, I have been floating my company right from the time I started my business. It’s becoming official now due to the fact that we are resolutely going publicly and we aren’t going back on that.
Are you comfortable with what you have achieved so far?
In this industry, one thing I have come to understand is that it is dangerous to move to becoming agreeable with your achievements, regardless of how enormous you get. I can never say that I am comfortable with where I am today because the journey never stops. The industry is always showing signs of change and I would love to make more progress. It is important that my name keeps developing. I am aiming for the global stage now.
Why do you think this next step is the best for your career?
The steps I took were in sync with proper consultation and detailed visibility plan. There’s time for everything, and the step I took was pertinent and fundamental to the progress of my company. The reason they are the best is due to the fact that we have conquered a particular stage in order to move forward we need to sought for greater heights and accomplishments.
As someone whose business is basically focused on social media, what do you think has been the impact of your job on the industry?
There is no creature, institution, innovation that doesn’t have a double side. For me, everything depends on how we humans utilise it accordingly and ethically. Social media has played a pivotal role in enlightening and re-orientating an average youth. Every youth is equipped with a particular level of exposure, however little it might be. Though, we have the negative side but like I said earlier utilisation of innovations depends largely on we humans. However we use it is left to us. This is my critical opinion evading any form of bias.
You have worked closely with Patoranking in the last few years, what can you say about the brand he has built and his person?
I tell people that Patoranking remains my role model. He’s without doubt one of the most culture shifting visionaries at the forefront of African music, who has also been making indelible impact. His story remains a big inspiration to every hard working ghetto youth that dreams are valid and that dreams do come true. If you can think it, you can achieve it. Another person whose life inspires me is the business mogul, Akin Alabi. He’s a social media expert and goal-getter. He’s a true believer of the indigenous entrepreneurial spirit. He’s dynamic and I love the way he see things differently.
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