Jesse Jagz’ return to Chocolate City Music was the moment it all made sense. C.E.O Audu Maikori had stated in various interviews that a 10th year anniversary album was in the works, influencing Jagz’ return. But true to their tagline this year, “Niggas don’t know what we planning” we truly had no clue what was coming. While fans were anticipating a Choc Boy reunion album at the 3rd Annual Nigerian Entertainment Conference, they totally flipped the script and made some significant announcements that have since taken effect. M.I has assumed the position of Chocolate City Music President with Ice Prince as his Vice heading a roster of 13 new artistes.
With the ecosystem of the music industry at present, that is a huge task to say the least. Artistes need constant activity to remain relevant, and with few income streams and lack of publishing, record labels have had to promote one or two acts at a go to survive. However, Chocolate City as a company has built itself professionally over the last few years. Chocolate City is undoubtedly one of the more professional record labels in Nigeria with an extensive staff of business, legal and music professionals. Chocolate City also has a commanding brand name and strong relationships with the media and corporate firms as reflected by the presence of Etisalat Chairman and all round corporate Titan Hakeem Bello Osagie on its board. Chocolate City might actually be able to pull off the new roster successfully.
However, one is drawn to remember M.I’s tenure as Loopy Music president. Loopy Music was operating at a minimal capacity right from inception. Soul singer Ruby has been ‘upcoming’ for the whole of her career due to inconsistency. Despite attaining some critical acclaim, a more aggressive approach in her promotion is needed for her alternative brand. Loose Kaynon dropped one video in his whole Loopy career. His promoted project, The Gemini Project is yet to drop despite years of promotion. The rock band, Threadstone are nowhere to be found. The jury is still out on M.I’s adequacy as a lead executive. Also, as an artist who has a career to cater to, his attention might be diminished. Loopy did not release more than five videos in its years of operation and it reflects in M.I’s own brand. M.I has not promoted himself to the point where he is as relevant as an Ice Prince or a Wizkid internationally, which his talent surely deserves. M.I comes from the era where you blew on radio. M.I was already on everyone’s lips before he deemed it fit to shoot the video to Safe, probably a year after release. He has never consistently put out videos which has largely affected his relevance with the younger generation and the diaspora market. I’ve lived in the UK, Afrobeats’ largest market outside Africa and M.I is not one of the artistes seen at the forefront of the genre here. That said, an artist can not easily adequately cater to 12 others. M.I is fantastic at spotting, grooming and exposing talent. As I said earlier, Chocolate City has an extensive team of professionals, so despite M.I’s past inadequacies, it just may be what Chocolate City needs to go another 10 years. As a President, with experience as an artiste, M.I will mentor these acts more intimately than Audu Maikori who was a Lawyer. M.I might be a more formidable aid with release and promotion strategies knowing the true struggle of an artiste.
13 artistes is still incredibly ambitious. Before the new regime, Chocolate City had Pryse, Nosa, Victoria Kimani and Dice Ailes as more recent signees. Nosa who is a Gospel Act is successful in that niche genre. Victoria Kimani is also showing promise. History will suggest that the Nigerian system does not accommodate such cumbersome rosters. Take for example Storm Records, Question Mark and Yes Records- Companies that tried to perform at the capacity of a major label, none of which still exist today. Rather boutique close knit labels like EME, Mavin amongst others have proven to comfortably last in the market and operate at convenience, adequately catering to one or two acts at a time. With the previously signed acts still on the come up and needing more work, adding a whole gang of new acts might not benefit any party. The Choc Boi Nation has been operating unofficially for years now. Chocolate City always had a stake in Loopy Music. Loopy Music frequently adopts Chocolate City machinery when promoting records. Now it is just official, whilst Loopy has restructured, offering formerly signed acts management services. In terms of frame work, not that much has changed but the new energy oozing from the label.
Chocolate City however seems to be doing all the right things: Recognising that the internet holds the power today but not short selling itself by giving out material for free. Chocolate City licensed the 10th Anniversary album, TICBN to Nigerian Breweries Star Music App for sales and streaming already generating revenue before the physical copy hits the streets (to the hands of pirates). The compilation album is also one of the best ways to introduce new acts to the public. A system adopted by MMG, G.O.O.D Music, MMMG, Mo Hits etc.
The album is a great body of work. The Chocolate City hip hop sound we all love with a facelift: Choc City 2.0. The range of genres in the label has increased. The new signees are highly talented and all possess star quality. Though the roster might be large, the merger has surely given Chocolate City an influx of young new vibrance. With this merger, Chocolate City now has three of the biggest rappers in Africa, leading the strongest prospects in Nigeria. Musically, the new team is supreme and other labels have work cut out for them. Milli is the wonder revelation on the project. The kid can be likened to Drake and Tyga, no kidding. He is a star on an international stage. Singing and rapping, he does both perfectly. I do fear that he might find it difficult making Nigerian sounding music, but in the end unique good music prevails. The world will hear Milli. Koker is what the indigenous scene has been missing. After the nose dive of 9ice’s career, no artist has really been able to represent the urban indigenous scene on such a platform. Brymo did a good job of his but fell out with the Chocolate City machinery. Koker is a highly charismatic modern fuji act. His infectious single, Do Something has done well.
Chocolate City has begun their new phase on a high with this as the album is simply amazing. They have constructed a forward sounding album, pushing the limits on what has been accepted locally. The music is as ‘Arry Redknapp will put it: “top, top, top, top quality”.
That being said, Chocolate City must find a way to do well by all its artistes since it has chosen to take on such an immense number. In Nigeria, artistes quickly become dead stock if promoted for too long without a hit. The likes of Loose Kaynon, Ruby & Pryse have been touted as upcoming artistes for so long, the public may come to define them as upcoming artistes. The Nigerian audience tends to be rigid with perception, and perception is the reality of every artist. It will be dreadful if the same happens to the next bunch- Milli, Koker & Dice Ailes. This three in particular pose a great future for the company and can lengthen its life span. Chocolate City must understand the importance of timing when it comes to matters like shooting videos at the right time and not keeping artistes idle for lengthy periods between releases. They should adopt a non traditional mode of promoting these acts, constantly engaging their fan base online and in the diaspora. Chocolate City must not relent in adequately promoting the music offline in traditional media platforms. The cost of promoting music nationally is immense. Most major labels take to social media in promoting acts to cut costs. Practically, it does not suffice and a large part of the audience must be reached offline on traditional media. Choc City might also want to consider dropping an act or two, no names mentioned.
With issues like Payola, no royalties and piracy plaguing the industry,there is no support operation on this scale. As Seyi Shay put it to MI at the Nigerian Entertainment Conference “in Nigeria, we don’t have record labels, we have super teams.”
Chocolate City might have the plan. I mean, we supposedly don’t know what they planning. Reliable sources suggest that they have begun to enjoy a good relationship with First Bank. So it seems they are making the appropriate steps to bank roll this transition. If they do pull this off, Chocolate City will become a cornerstone in Nigerian music history. It has already been for the past 5 years, but the new acts will re energise their impact on the coming generation. Choc City have assembled the most talented youngsters for a new victory lap. A part of me believes Chocolate City will be very successful on this new journey because at the end of the day, it’s all about the music and they have that in abundance. Good music always prevails. But with 13 artistes I cant help but fear that some will become yesterday’s bread: stale.
- Long live the Choc Boi Nation.
Sidebar: Why aren’t the Grip Boiz amongst the new signees? They have been under the mentorship of the Choc Boiz and they are regarded as members of the Choc Boi Nation. Amidst all their critical acclaim and underground respect, nothing seems to be surfacing for them on the mainstream. One would’ve thought if ever such a huge move was made to celebrate how a movement formed in Jos became the engine of one of Africa’s major labels, all the original Jos members of the Choc Boi Nation, originally called Loopy Music in Jos Lindsey, E- Kelly, Grip Boiz would have been involved.