What artistes must do after COVID-19 —Choi

He has not only projected Nigeria’s cultural value to the outside world through what he knows how to do best, United States-based multi-talented musician-cum-entrepreneur, Prince Ademola Adeleke, otherwise known as Choi, has taken a step further to becoming an asset in the music industry. In this interview by SEYI SOKOYA, he speaks on his careers and the way forward for the music industry in the post COVID-19 era.

 You are one of the young Nigerians committed to the promotion of Nigeria’s culture and tradition outside the shores of the country, how has the drive been?

It is a great privilege to be among the true Nigerians that are making the country proud. We all need to be appreciated as good ambassadors of our great country. Aside the fact that we are pushing our careers in foreign countries, we still remain patriotic to our fatherland and projecting the good culture of Nigeria through what we know how to do best. I want people to know that there are thousands of Nigerians around the world making our dear country proud and I am happy to be one of them.

Has it been easy for you pushing your career overseas?

The challenges are numerous, but I have been able to push through with the help of God. The first thing I discovered about the music industry abroad is that it is largely different from what we have in Nigeria. Music making abroad is really different. One cannot even decide what and how one wants to make his music. Virtually all studio management would always want to fix appointments and even determine one’s music. So, it is more like dictating one’s future for one. Since I discovered all that, with other challenging factors, I instantly had the foresight to expand myself from an ordinary artiste to an all-round. I feel this is my life and what I have passion for, so, I won’t allow anyone toil with it. I later set up a studio and the experience has been awesome.

You specialise on talking drum before you left the country, but you have stepped up your game to becoming a music entrepreneur how were you able to achieve this?

I was into music when I was in Nigeria and I was so determined to improve on what I was doing. There is this common saying in Nigeria that those venturing into music are unserious and parents would always want to encourage their children to focus more on education than music. I was mocked by some relatives and friends while I was pushing my career as a drummer but I was not distracted with the pressures. I was able to nurture my career and guided it from the discouragements. I made sure I took every advantage to foster my career till when I began reaping money from my career gradually. I did not major only on talking drum and other percussions then; I was also a musician. I ensured I was instrumental and unique wherever I found myself. I became the toast of many bands, musical groups and church choirs.

Having had an exposure to what could be described as a standard music industry outside the shores of the country, how do you intend to infuse that experience into Nigerian music?

I am very delighted to add value to our indigenous industry. I have seen a lot of foreigners that love Nigerian works at the expense of theirs. Many of them don’t even understand our lyrics, yet they are so passionate about Nigerian music. I also want to leverage on the advantage and push our rich culture all over the world. I want to proclaim Nigeria to everyone that has not had a full element of our worth.

You are also an entrepreneur, how have you been able to combine both?

Though it has not been easy, as a youth I have always seized every opportunity that comes my way. I love to use my strength as a youth and I have always been involving myself in anything that will add value to my life. So, music is my primary goal, while other things such as agriculture and motivational speaking are secondary. I see myself as a flexible being, but I am more focused with my life and career.

Do you have the intention to explore your music talent and entrepreneurship skill in Nigeria?

I have discovered something about Nigeria, not all parents have plans for their children not to talk of a governor of a state or the president. I have seen a lot of people venturing into various vocational skills after schooling in the higher institutions. For me, I have come to the conclusion that one should not rely only on what your country or anyone will give you, one should be concern on what one can offer. The moment I realise this philosophy, I made up my mind to look for every means to make my life meaningful. So, I became an all-rounder, even after my academics. This is one of the reasons I went abroad for a greener pasture. However, I still see Nigeria as a better place. It is a place where you have freedom and have lots of opportunities abroad you have to hustle as well as give account for your wealth.

The Coronavirus pandemic has posed a threat to the entertainment industry, how has it affected your career?

It is no news that the pandemic has really affected the industry. I must say that this is time not only for me, but all stakeholders to re-discover ourselves. We need to open our eyes clearly to more opportunities around us. We need to be distinctive with our talents. It is a time of change and a challenge for everybody. It is beyond singing about Coronavirus; we need to change our way of life because the development has redirected the system and reshaped the world and everything therein.

Could you let us know the project you are working on at the moment?

Yes, I have couple of works I am working on and I am confident that it will be a bang. Aside my new works, I am also planning a music tour which will also make me to connect and increase my fan based in Nigeria.

Your latest video has generated lots of reactions as you flaunted a white lady; what do you have to say to this?

Yes, a lot of people have been asking me questions on what happened after the video shoot. It was a nice experience featuring her in the video and that was the first and the last time I saw her. She is a model as well as a foreigner, who loves Africa so much. I guess that was one of the reasons she was excited to be part of the work. As a matter of fact, behind the scene, her mother, manager and videographer and others were present. She was the one who asked if she could touch me and I said it was fine.

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