You don’t need to hold a microphone to succeed in entertainment — Dami Adenuga

Music executive and public relations expert, Dami Adenuga, has said success in the entertainment industry is not limited to singers, actors or other performers in the spotlight, stressing that some of the most influential people in the industry are those working behind the scenes.

Speaking during an appearance on Silverbird Television on Thursday morning, the founder of DAW Empire said the entertainment ecosystem is built on the contributions of professionals whose work often goes unnoticed but remains critical to the success of artistes and creative projects.

According to him, many young people wrongly believe that becoming a musician or actor is the only pathway into the industry, whereas there are several career opportunities that are equally rewarding and impactful.

“You don’t have to hold a microphone before you become successful in the entertainment industry. There are so many opportunities beyond being the face that people see.”

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He identified artiste management, project management, content creation, digital marketing, entertainment law, event management, production, A&R, public relations and the creator economy as some of the sectors offering viable careers for young Nigerians.

Adenuga explained that while artistes receive public recognition, there is an entire network of professionals working tirelessly behind the scenes to shape careers, execute projects and create the experiences audiences eventually enjoy.

“There are people behind the scenes who contribute largely to what people see in the spotlight. Without them, many of the biggest entertainment successes would never happen.”

Speaking on the role of communication in the digital age, the music executive said conversations have become increasingly digitised, enabling ideas, trends and cultural moments to spread across communities much faster than was possible through traditional media alone.

He noted that digital platforms have transformed the way entertainment is consumed and discussed, making it easier for creative works to reach wider audiences while accelerating the growth of culture.

“Digitalised conversations help the culture grow. They take conversations to the streets much faster than the traditional media would have done.”

Adenuga also highlighted the growing influence of the creator economy, saying it has opened up fresh opportunities for people to build sustainable careers around their creativity without relying solely on conventional entertainment structures.

He explained that professionals in branding, strategy and public relations play a vital role in identifying the commercial potential of talents and transforming raw abilities into marketable brands that audiences can connect with and invest in.

“Our job is to bring out the selling point in a talent and turn it into what the world sees, appreciates and eventually pays for. If people are not paying for your talent, that talent can only take you so far.”

According to him, talent alone is rarely enough to build a lasting career, insisting that effective branding, strategic positioning and proper storytelling are what distinguish successful entertainers from equally talented individuals who remain unnoticed.

“Branding and strategy are like coins that keep you rolling. They give direction to talent and help sustain relevance.”

Reflecting on his own career journey, Adenuga said his interest in public relations was driven by a deep curiosity about the unseen forces shaping the success of some of the industry’s biggest names.

“I became curious about what was happening behind the scenes. I wanted to understand why some people became successful beyond just having talent, and that curiosity pushed me into learning public relations.”