UK has embraced Nigeria’s Afro beat —Stephanie Adamu

Stephanie Adamu is the founder of Stefi PR and branding agency, a company that is based in the UK and throws its weight behind the Afro beat industry. With over five years in the job, Stefi tends to create foundations for acts to build on. She speaks with SEGUN ADEBAYO on her journey so far in this interview.

 

You seemed to have had a clear understanding of what you wanted to do before you decided to study PR, advertising and Business Management, at the University of Bedfordshire, tell us more about the vision you had?

When I was in college, I was surrounded by so many UK artistes and producers that are now international, and we spent most of our time in studios, standing in West End, handing out CD’s and flyers, holding events and shooting video’s. So, from then, I knew working in the music industry is something I wanted to do.

 

You have been doing this for five years and you have carved a niche for yourself in that part of the world, what were the issues you had trying to make your brand popular and acceptable?

Funny enough, the biggest issue I faced from my own people was that I am not white, you will be amazed at how many artiste want to use white PR companies that have no idea about the Nigerian community in the UK.   But, they will always come back to me when they realise I have the key to the door they want to open. I also had to do a lot of pro bonao work to prove my skills and abilities to achieve particular artists’ goals.

 

Working with artistes for five years must have exposed you to different ways of handling their jobs. what do you think about the art, PR and branding of an artiste?

You are basically a storyteller – you have  to sell that artiste, what is their story, who is going to buy into and continue to support and follow that artiste. You have to build credibility for that artiste. Positive and structured publicity generated in this way maximises the artist’s brand awareness.

 

Many people don’t understand the difference between the concept of branding and PR, could you let us know what you understand about the jobs?

Marketing is how an artiste reaches their target market with advertising, promotions and public relations. Branding defines the artiste and defines what their target market thinks they are. Every time a prospect or a potential customer makes contact with the artiste in person, print, virally or by other means, they are forming an opinion of the artist and the artist as a brand.

 

At what point did you decide to float a PR agency and why in the UK and not Nigeria, where you would less challenges communicating your brand?

After working on a few events (concerts/festival) and working in the nightlife scene, I was continuously approached by artists requesting assistance and advice. Artiste PR was something I did on the side but in 2015, I decided to take it more seriously and build a brand around my self. As for setting up in the UK, it is where I reside and I know the UK industry in and out, which makes it easier to satisfy my artistses’ requirements.

 

How long did it take you to finally hit the big cake that has sustained you till now?

I believe that in the last three years, I have had at least one overwhelming campaign /project that has pushed me higher. In 2015, I worked with Tiwa Savage on the Africa Unplugged concert, that was the door opener for me as she had such positive and kind feedback other artistes now took that on board. In 2016, I project-managed Adekunle Gold album release in the UK which was a huge success and definitely added more stripes to my name and in 2017, I project managed Skales UK album launch and media campaign. These key artistes have boosted my brand and clienteles that still continue to grow today.

 

As a single mother, would you say being one has helped you to focus more on your job?

Being a parent, while working full-time, can be tough, but it is even tougher alone. My love for my child and my desire to be professional helps scale any hurdle that might arise. I feel that if I focus on my family, find a good balance in my work life, and find some time for myself, I can conquer  anything.

 

So giving love another chance might come with some distraction?

At the moment, I am fully career focused. I feel distractions only come if your partner may be someone that is not stable within their own life which will now give you stress and if they do not support you or inspire you. If I am to meet someone who wishes to help me grow and inspire, me to be better in life then by all means, I will give love another chance.

Having such a brand in the UK and waiting for top artistes to come knocking, what do you do when jobs don’t come and how do you survive?

Well, I actually have a 9-5 job, as the industry in the UK is still growing. So, to pay the bills, one must have a stable job as you know, artistes come and go. I also work for Beat London sister station to The Beat Fm (Lagos) and any other spare time I have, I spend researching new music, new strategies and ways to improve my skills.

 

How do you manage to get artists’ songs seen and heard in that side of the divide?

It’s all about building relationships with radio presenters, bloggers and media houses within the UK. As the industry is still growing, the media community is very tight knit.

 

Do they accept their songs like they do in Nigeria?

Yes, they do. They always like to be kept up-to-date with what is fresh and current, and who is next to blow.

 

With the fast-growing scene of Afro beats within the UK, what do you think is responsible for this, and what is the hope of other genres of music?

I would say I am one of the key players, but you also have industry heads that have been pushing this sound for at least 10 years: DJ Abass, Adeshope, DJ Gabe, Wisetola, Drew Uyi and so many more. We also have promoters such as SMADE, Cokobar and Bad Guy Toba, who have taken it upon themselves to put together concerts and shows hosting artistes from Nigeria. Two years ago, we only had maybe, three-five shows a year, but now SMADE is holding shows at least every month which has such a huge impact on African music in the UK.

 

Do the white people really love Nigerian music as we often heard?

The UK loves it! Afrobeats, Afro pop and the Afro culture they embrace as much as they can and with artistes coming to the UK to perform regularly, it is very much accepted and appreciated.

 

Which of the Nigerian artistes is always on high demand in the Uk?

It is such a wide variety from Davido, Wizkid, Burna Boy, Tiwa Savage, Mr Eazi, Maleek Berry, Olamide, Tekno, and so many more the list goes on.

 

What’s the future for Stefi K PR in the UK and when should we be expecting its birth on the Nigerian soil?

I am working on bigger and better projects for the future, and Nigeria is definitely in the pipeline.