Daniel Chiori Cole is a movie producer and artiste manager, who currently handles the affairs of Nigerian afro pop star and music sensation, Solidstar. He also planned and executed Olamide Live in Concert (OLIC) three editions. In this interview with SEGUN ADEBAYO, Cole speaks on various issues.
For somebody who sees to the affairs of a big entertainment company like Achievas Entertainment and manages popular artistes like Solidstar and Attitude, how would you describe the experience over the years?
It’s a tough one to be honest. It’s a very huge task to control what the media says about your artistes, how music lovers react to their music, how to also lookout for the company as well. But I thank God Solidstar and Attitude are doing well right now. It’s God’s Grace. It could not have been by my might or experience. It is God.
The journey did not get rosy over night. Before the success stories started rolled in, how did you handle those moments and how does it feel now that things are looking up for your brand?
One thing I have been able to learn is that no form of promotion is lost, be it controversial or a good news. One just needs to make sure one doesn’t put out the wrong statement. The fact remains that controversies will come with the job at some point or another, as a manager of big brand, you have keep quiet and continue working hard. If people don’t talk about you or your work that means you’re not passing any message yet.
It is believed that many artistes would have gone far in their music career but they have seen their chances ruined by their managers, who usually engage in underhand dealings that end up messing up their career, how have you been able to manage the affair well?
Over the years, we’ve been able to sustain the standard of music that we release for our artistes, and also maintain our relationship as business partners. It is not because we are perfect but we stay honest in all our dealings and this makes us standout and also boost our artiste’s morale to work harder, because if we can provide them with what they want and they know they trust us, they will give us what we want in return- which is quality music that people will relate to. When all of that has been put in place, I don’t see why we should have a problem. So, for me, being clean makes a difference. If clients are paying N3 million for a show, give the artiste the exact figure he is supposed to earn from the company. Don’t not try to steal from your own pocket, that ruins everything; it affects business and one’s personality as a manager. Once your artiste loses trust in you, they will never believe you again and that will sadly spell the end for you, no matter how big you might seem.
Some people believe that your artiste, Solidstar, is largely underrated. What do you think is responsible for this impression people have about him?
I believe everyone has his/her calling, which Solidstar’s own is producing good music and I won’t lie to you, he is really underrated. I can’t talk for Nigerians, they love his music, and they just need to listen to his materials more.
You studied Mass Communication at Lead City University. How did you discover your passion for entertainment to the point that you now manage the affairs of superstars making the country proud?
For many people who know me personally, you all realise I love dancing. As I said earlier, music runs in the family, I have been watching and learning from people. 2face also influenced my love for entertainment, I became a believer when I saw what 2face has done for the Nigerian music. At my age, I told myself, one day, I would also make this country proud by giving them unlimited entertainment.
You became a household name when you planned and executed Olamide Live in Concert (OLIC), whose idea was it in the first place?
I don’t like talking about this particular one, but it was all my idea. I met with a friend, Pumba and then, I got investors from my side and fixed proposals overnight. I can remember I didn’t sleep for one day. I kept on pushing until the concert happened and it was a huge success for me and all parties involved. However, it turned to be a sad day for me, because I wasn’t there to watch what I had started due to malaria/typhoid. I was forced to watch from home on Hiptv. E be like say I cry o.
What were some of the challenges you encountered when planning the show the first time?
I didn’t have enough to plan such a big concert and I needed sponsors to come on board. How do I convince these guys? We had only done some underground events on the mainland that were not popular but we had Guinness as the sponsor, that’s one of my jobs. So with the belief that Olamide was signed to Etisalat at that time, I thought they would just bring money once they saw my proposals. But someone advised that we needed to pay for hall, sound, stage, light, etc before we could even start thinking of getting sponsors on board. After a while, I spoke to my brothers about it and they were willing to support as usual. As of that time, I was working with Tjan and I spoke to his label’s boss, madam Adetoro and she bought the idea too. Boom! That was how OLIC 1-2-3 happened.
What special thing did you add to the show that has sustained it till now?
It is Olamide. He is a special one!
Tell us about your success story with Achievas’ first major blockbuster movie, knocking on the Heavens Door?
We partnered with Royal Arts Academy to pull this one. As I mentioned earlier, we love entertainment, so we thought about making a movie to see how the industry works and we got what we wanted as usual. Now we are in fully, I just produced a blockbuster movie “Death Island”, this is one particular job I can’t wait for every African home to see.
What was the most challenging aspect of the job?
The audition was a very stressful one, especially the part where we had to pick the cast, because whoever we picked was going to be in the movie automatically. It was stressful picking them and even after picking them, I had people come to my social media direct message to insult me for trying to help up-and-coming actors, who didn’t have such opportunities to feature in a big movie like mine. Thank God I was able to overcome that. Traveling to Kaduna State was a very stressful trip for me at first, I was scared of going but when I got there, everything changed. It wasn’t what I was thinking it was. It was a better environment to work and move around. We had challenges with power (electricity).
How far have you gone with the production of Death Island?
Yes, we are done with the production. We are doing some finishing touches to the film so the audience will have value for their money when it goes to the cinemas and other online and TV platforms.
What is it with these movies that keep fascinating you?
My love and passion for entertainment is unlimited.
How much does it cost to shoot a proper movie with the current economic condition?
For you to achieve the standard of movie that you want the world to see and also buy into; for you to make your movie number one among the top movies in the country, you would need to spend about N40 million. The promotion of the movie also matters a lot and that’s another money-gulping stage.
How would you describe the success you have recorded over the years; are you surprised at the level you have attained?
I’m not surprised. I’m even angry at myself right now because I know I can do better than what I am now.
What makes you think you can survive another five years on this job?
It’s my passion! I live for it. Entertainment never ends. I will grow with it and build a legacy that my children’s children would benefit from.
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