Before Stardom With…Nnaemezie Chukwuemeka (Odumegwu)

I attended Bishop Uzodike Memorial Seminary, Nnewi, Anambra State, for my secondary education. I later attended Nnamdi Azikiwe University, Awka, where I obtained a Bachelor of Science degree in Surveying and Geo-Informatics. I later moved to the UK, where I pursued and obtained a Master’s degree in Project Management from the University of Sussex in Brighton.

Have you always had an interest in music?

Music has always been a significant part of my life. I play the drums and bass guitar, and I have also been involved with different choirs over the years.

How did you find your niche in the business side of music?

It was when I was spending time in recording studios with friends who were emerging artistes. While they were primarily focused on recording and performing, I discovered that my attention was often drawn to the quality of the sound, pitch, rhythm, arrangement and the identity of the artiste.

My curiosity gradually developed into a professional interest in A&R, artist development, music curation, public relations, distribution and artist management. What started as curiosity eventually became a vocation.

As a music executive, what are some of the things you enjoy doing?

I enjoy discovering talent at the early stages of their journey and helping them understand what they can potentially become. I also find A&R fulfilling because it involves understanding the artiste, identifying their strengths, recognising areas that require development and determining how their sound fits. I also enjoy creating connections between artistes with different sounds, backgrounds and creative perspectives. Music curation is another area I find particularly interesting.

Were there challenges when you started out?

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Yes. One of the first challenges was learning how to navigate an industry that is heavily relationship-driven while simultaneously establishing my own credibility. There were also times when I had a clear vision for a project but lacked the financial resources or infrastructure required to execute it at the level I imagined. There is also a challenge that comes with working behind the scenes. I have encountered situations where some artistes undervalued the work of people behind the scenes because they were more focused on the outcome than the process.

What personal principles helped you?

Consistency, integrity, discipline and staying true to my vision have been central to my journey. I believe strongly in doing good work even when there is no immediate recognition attached to it. I also place a great deal of value on relationships and reputation. Above all, I believe in authenticity.

Tell us some of the feats you have achieved.

I have worked as an A&R, music curator, publicist, distributor and artist/project manager, among other capacities. Over the years, I have had the opportunity to work with and contribute to projects involving artistes such as Professor Onyeegwu, Jeriq, Odumodublvck, Aguero Banks, Evado and Flavour, among others.

How do you unwind when you are not working?

I enjoy spending time with family and friends, travelling and experiencing different cultures. I also enjoy football and listening to music simply for the pleasure of listening to it, rather than analysing it professionally. I enjoy having conversations with creative people as well.

What improvements do you think the music industry needs?

We need to invest much more heavily in artist development. We also need better documentation, data and transparency. Areas such as royalties, publishing, copyright, intellectual property, streaming revenue and catalogue ownership need greater understanding and accountability.