Music business: You’re not in control of your art if you can’t sell it — Syemca

Syemca got deserved attention when he competed on singing reality show, ‘The Voice’, years ago. Today, his voice is one to reckon with in the music industry. In this interview by ROTIMI IGE, he speaks about his artistry, challenges in the industry, upcoming plans and relationship with his brother, Chike, who is also a music star.

Since your emergence at ‘The Voice’ you have grown to become one to look out for in the Nigerian entertainment industry. Tell us about your journey after leaving ‘The Voice’.

It was precise, I went back into the streets, to the music hustle and along the way, I met a few that were willing to work with me, both producers and artistes. I held back releasing music because I intentionally wanted to define my sound and that takes time.

Many opine that reality competitions are a short-cut to fame.

If you reason it that way then you are never going to be famous. The popularity that comes with reality shows is momentary. There’s a lot of work to be done after the show, because now you have to prove to those who have backed you during the show and of course a new audience that you have something to offer. It goes beyond your voice, now they want to see your artistry.

You have gone on to feature A-list artists on your songs. How did you gain recognition so rapidly to secure such collaborations?

I believe in time and chance. I came to Lagos to record my single, ‘All The Way’, one thing led to another and I landed in the studio with 2baba. We were all freestyling to one of the songs on his album, he liked my vibes and requested that I should get on the record. Shout out to Larry Gaga who God used to make the situation possible. 2baba, on the other hand, is an easy going person. He has his way of lifting your spirits and making you want more. I’d say he is part of the reason I see things differently now.

How would you describe your music/sound?

I make world music. I’m a very particular when it comes to how I sound but at the same time I don’t like to put myself in a box. Music is universal and I like people to accept and connect with my music that way. For me, creating music has always been about experimenting till you get it right. I’m eclectic in nature, so the truth is I listen to every type of sound and I make every type of sound.

What kind of music do you listen to and who?

(Laughs) Michael Jackson is number one on that list and that’s because of how expressive he is with his music, it’s something I’ve always admired and wanted for myself as an artiste. Sometimes, I can be an old soul, I listen to Olee Gee and many others too. I also listen to anything that has got soul in it. I don’t care how big or small the artiste is, as long as I hear what I like, I’m automatically connected.

Your new single, ‘All The Way’, let’s talk about how you created the song and what inspired you.

‘All The Way’ is a story about a girl who goes on quest to find true love but what truly inspired me to write this song was the hustle of trying to make good music. Like I said earlier I got into Lagos to record the song and it wasn’t easy because I had no place to stay or money in pocket. I practically left from Abuja on a night bus and landed in Lagos in the morning just to get a free recording at Larry Gaga’s studio.

The urge to record the song was the only thing that kept me going. A lot of stuff happened to me along the way but I knew that I had a target and I was willing to take the pain just to reach my goal. So, when I listen to ‘All The Way’ today, I listen beyond its literal meaning. It’s someone’s story I’m telling but there’s a part of me that belongs that narrative. We are all on a journey to find or achieve something I guess.

The music industry is more competitive than ever. How do you intend to make your mark now that the world is listening to Nigerian our music?

It is simple, I’m going to keep making good music. Like you said, the industry is more competitive and its feels like the only way to maintain the top spot is to be consistent with creating good music. I’ve also got the element of surprise, you can’t tell what Syemca’s next music is going to sound like but your definitely going to love it. I believe that’s a stand out.

What challenges do you still face as a creative?

Getting the people you work with to understand where you are coming from and going to with your sound is one of the hardest things. They naturally want to suggest 100 per cent, how you should sound about your own creation and that’s not good at all.

Finance is another thing. Gone are the days when anyone really cared about how talented you were; if you don’t have money to produce your music, no one is probably going to hear it. The worst thing you can do to yourself as an artiste in this time and era is to not have an already recorded tape to sample your music to whoever cares to listen. There’s also a lot of segregation in this business but that s a story for another day.

Besides music, do you have any other interests?

Yeah, I game a lot. I hope to own an E-sport organisation in the nearest future. We as African are seriously losing out in this area of entertainment. We game for leisure, we need to start seeing gaming as an industry that can be monetised just like the westerners do.

From your point of view and experience, is talent/passion really enough in the industry today?

Well, the big shots will tell you that it’s not and somehow, they’ve made artistes believe that for years. Yes, there’s a lot that happens behind the music for you to start making money but I still believe talent is number one on the list of things. My advice to any artiste like me would be to get yourself inclined with the music business. You are not in full control of your art if you do not understand how to sell it.

Your brother, Chike, revealed that you played a huge role in him gaining confidence to pursue his music career. What’s it like being his brother?

Not easy at all. My parents were not the type that took music seriously. I had to become a rebel to make them at least consider it. When I see what my brother has been able to achieve with his music today, it makes me feel like I’ve been a good brother. As for what it feels like being his brother, I don’t really feel anything different because I’ve known him all his life. Definitely, there’s always a tendency for people to compare our art but with time they’ll get to understand that our music is as different as our life experiences.

Should we expect some collaborative projects from you both?

I can’t say for now, sometimes we don’t control these things you know. But if it happens, I’m already imagining what it’s going to sound like. Wahala go dey oh.

What should fans expect from you this year?

More music, I’m presently working on an EP which is expected to be released in April.