Being a music executive in today’s music climate takes undeniably great tenacity and passion asides networking skills. It’s a role that drives one to resort to new creative ways to launch an artist’s career to the next level.
Making her way into the industry in 2018 as an intern at Cool FM, Princess Okereugo aka The Radio Chef, naturally is an attentive listener and this has pivoted her to discover new sounds in the music industry.
Still reminiscing on her early days as an intern and her journey towards becoming an A&R Manager at one of the world’s biggest record labels, Sony Music Entertainment, The Radio Chef who got this name as a result of merging both her hobbies (cooking and being an OAP), has come a long way in such a short time which makes her a music executive operating at a peerless level.
No matter how people try to fake it, as long as you are original, you will always get a top spot.
These were the words of The Radio Chef during her interview with MoreBranches. Oftentimes artists find themselves in a position of compromising their quality just to tag along and this has caused reactions from fans who say some mainstream artists are not pushing themselves further to unlock a new level of creativity.
Hence, with an A&R who possesses a revolutionary mindset by your side, artists stand a great chance of creating a long lasting impression in the minds of their fans. Taking this role to pilot artists to the right artistry direction, Princess Okereugo is keen on keeping her momentum going.
Firstly, how did you join the music business and how long have you been in the business?
I started in 2018 as an intern at 300 level. I studied mass communication and during my internship, I was a scriptwriter, voice over artist and did a bit of production. Everyone noticed I had a flair to talk and this gave me an opportunity to give sponsorship announcements. I joined Daddy Freeze during his show; he had an evening show so I was allowed to chip in my thoughts.
There was a day Dotun called me and said there was a show he needed to cover but could not do. He asked me to cover the show and when I was done, he called me and said people loved how I hosted the show. This gave birth to me hosting events part time.
Over time because of my ability to listen to songs and spot great music, I started attending studio sessions to give opinions on songs. School resumed so I had to go back to complete my education. After school, I got a call saying there was a job opening for a music scheduler at Cool Fm. I took the job and later became Head of Music.
You are popularly referred to as “The Radio Chef”, where did the band originate from?
I used to be called Pringles back then so my boss spoke to me and said I was giving Pringles free advertisement hence, I had to change my name. Also, I’m a chef; I would come to work with food and share it with everyone. Onyinye chi was the lady that gave me the name. She said, since you are a Chef and you work in Radio, why not call yourself The Radio Chef? Immediately I heard it, I liked it and that’s how I got the name.
What were your experiences working in radio?
I had an amazing experience working in radio. The good part was having access to see any and everybody. I have never been one to care about stardom but I have total respect for their craft. The first time I saw M.I, I was shocked but just walked by. I enjoyed my time working with Daddy Freeze and I loved being able to talk about new songs.
You currently work at Sony Music (West Africa) as an A&R Manager, how did you join the record label?
I was in the recording camp for “Mr Bombastic EP” by Blaqbonez and I was excited when my suggestions were accepted. I also gave opinions to my friends like BUJU fka BNXN and so many others.
All these opened my eyes that I could pursue a career in A&R. I’m more of a doer than a reader so I just navigated each opportunity anytime it came. I became an official A&R at Free Me Music. They had an artist named “Ninety”. I was there during the production of one of his projects but left before it got released. Later on, I received information that Sony Music Africa was recruiting and what were they looking for? An A&R so I gave it a shot and here I am.
What do you think about our music and how we have gained global recognition over the years?
It’s definitely interesting to see our music gain massive recognition. Reggae, Latino music had their time for recognition and right now, it’s Afrobeats turn. Regardless, I tell artists to keep it real. No matter how people try to fake it as long as you are original, you will always get a top spot.
Walk us through a day in the life of Princess working as an A&R
My day is all about meetings and calls. I am always looking for new sounds and I look out for artists who are yet to have a released single so I can listen to it. Overall my duties as an A&R has to do with day-to-day releases, reaching out to artists to know their next plans; it’s basically about liaising with artists concerning their art.
What will you say are major issues in the music industry?
Right now because of inflation, it is harder for emerging artists to get a certain level of reach due to high budgets from different aspects that ensure music production and releases i.e. marketing strategies, distribution, music videos etc.
Another challenge would be an influx of artists wanting top spots that can lead to desperation for streams (stream farming) etc.
And how would you describe your style?
I love a comfy street style. I don’t like being in outfits that make me feel uncomfortable so I go for a comfortable look every time.
You have a passion to make emerging artists become global starts, what plans do you have in mind to actualize this?
From an A&R perspective, I will be using my network and internally, I do my best to amplify these artists through (PR, marketing and content strategy) I own an entertainment company called Panda Entertainment which I run alongside with Stephanie Okocha to connect the dots.
As an A&R, you need to have a genuine love for music not just for the fame/network it comes with.
With more interests in the A&R department,based on your experience, what are the major requirements needed to excel in this department?
You need excellent communication skills because you would be relating with artists on behalf of labels, relating with music producers and songwriters.
As an A&R, you need to have a genuine love for music not just for the fame/network it comes with.
Honesty is an essential requirement as well.
Last but not the least, be open minded. Be open minded to the fact that your opinions will not always be chosen, be open minded to new sounds as well.
We believe The Radio Chef is always cooking something special, what should we be expecting more from you?
I am currently rolling out artists I have been working with and developing an online presence for them because most of them are yet to have an official single release.
I have been working with exciting artists such as Milar who is Ayra Starr’s younger brother who is a songwriter; we signed him as a recording artist.
We also have an artist named Amara, we are putting together a portfolio.
Remy Baggins, Morravey and DJ Shawn have also been signed so in a nutshell, the goal for the remaining part of the year is to launch the emerging artist into the limelight.
I visited Abuja some last month and I interacted with exceptional creatives who I am excited to work with.
