Music Industry Experts Top 10 Tips for Success — #3 Ibukun Abidoye, Chocolate City Music
Pro-insights to help your career from a Nigerian label exec who’s helping shape the future of the African music business.
For the third interview in this series, which shares insights from successful music industry professionals to help you in your career, we’re honoured to be joined by Ibukun Abidoye, a senior music exec who’s based in the Nigerian musical powerhouse of Lagos.
With a foundation in law, Abidoye has applied her keen mind to helping grow Chocolate City Music, a hugely successful label where she has risen to the ranks of Executive Vice President. Chocolate City Music is generally regarded as the biggest and one of the most successful homegrown urban record labels in Africa.
Whilst being an iconic Nigerian independent label, Chocolate City has also a partnership deal in place with Warner Music Group, and operates as a subsidiary of Chocolate City Group — one of the largest entertainment conglomerates in Africa.
So let’s dive into conversation with Abidoye and hear her insights as she shares experience which can help improve your career in the music biz.
Name: Ibukun Abidoye
Nationality: Nigeria
Current role: Executive Vice President
Company: Chocolate City Music subsidiary of Chocolate City Limited; Warner Affiliate
Music Industry Sector: Record Label
Past roles: General Manager
Years in the biz: 10
1. How did you start work in the music business?
My sister, actually! She made me fall in love with music. We grew up singing — my sister and my brothers. My sister would write the songs and we would sing at church, at weddings and local family events in Nigeria. When I moved to Los Angeles for college, and needed a summer internship, my sister encouraged that I get an internship doing something I loved. Music seemed the natural choice. I sang all the time — in the shower, doing chores, simply breathing… so it seemed the best fit.
2. How do you define success?
Adding value, changing the narrative, setting precedence — in whatever you find yourself doing. In my Sector, success for me will involve being among the people directly responsible for changing the Collection Management Environment in Nigeria.
3. What’s the biggest factor that has helped you be successful?
Passion to leave things better than we met them. I want to leave a mark — Not just because of heritage and pedigree, but for women in the Music Industry in Nigeria.
4. What was the hardest decision you ever had to make?
Dropping Artists — a necessary evil. I’m passionate about every Artist I work with and so when those relationships have to end, it is always hard.
I genuinely love music and what I do […]It has the potential to change lives and bring people out of poverty. It has the potential to change our narrative as Nigerians on a global stage…
5. What is your ‘why’? (your life’s purpose / why do you do what you do?)
I genuinely love music and what I do. I have seen the potential and the gaps that exist in our industry and it is important to close those gaps so we can have a real industry. It has the potential to change lives and bring people out of poverty. It has the potential to change our narrative as Nigerians on a global stage and establish us as more than an oil-producing Nation. I want to be a part of that story.
We are a creative people and we deserve to thrive in that space at the highest level. We just need the tools and the right enabling environment to so thrive. I also really want to make my father proud. He was a force to reckon within his industry — I want to do the same.
6. If you could start all over again, what would you do differently and why?
I would work at least three years at a law firm in the United States before moving back home (Nigeria). I have always felt a pang of guilt getting all that education, barred in New York, and not putting it to test in the States! Lol. It was a thoroughly advantageous foundation, that I am most grateful for, but never quite optimised to its fullest capacity.
7. What accomplishment are you most proud of and why?
Our ability as a company to close the Warner Music partnership. This was the first time, after almost twenty years, that a major record label would partner with a local music business in Nigeria. Being a part of the deal from its inception was a steep learning curve and one I am most happy to have been a key player in.
Taking on the role as EVP, Chocolate City Music was equally as exciting and what we have been able to accomplish in just 9 months has been really remarkable. Highlights include mentions on Diddy Team Love marathon, global collaborations with Artists such as T.I (US), De La Ghetto (Latin American) El Grande Toto (North African), Franglish (French) have two projects that have done over 10million streams in less than four months.
8. Describe your morning routine?
I spend quite a bit of time In bed after I wake up — First I do some prayers and meditation on the Word of God and catch up on what I missed while I was sleeping. Calls with my sister usually happen about this time as well.
9. How do you prevent yourself from feeling overwhelmed?
Once I succeed at this I will be sure to let you know. Lol! It is still very much a work in progress but have TO DO Lists on whiteboards have been quite helpful.
10. What piece of advice would you give to your 20-year-old self?
LIVE! Do not hesitate. You will only regret the things you never said or did — so do it.
Bonus tip — anything you’d like to add?
BELIEVE THAT EVERYTHING IS WORKING TOGETHER FOR YOUR GOOD AND MEDITATE ON THAT. THE ANSWERS WILL COME.
My warmest thanks to Ibukun Abidoye for taking the time to give this interview.
#payitforward #musicbusiness #musicindustry #professionaladvice
