The failure to develop proper infrastructure has created a Nigerian music industry where there are simply too many labels. The dominance of 360 deals has led to most artists breaking away from their labels following the expiration of their contracts and in some situations, actually breaching these contracts to get their will. A handful of well run labels exist today with DMW, Mavins and Chocolate City often coming to mind first in these conversations. The likes of Empire Mates Entertainment (EME) and Mo Hits, preceded these and while Mo Hits basically morphed into Mavins, in recent years, EME has struggled to recruit any artists in their prime.
The decision to evolve its business model was announced through a series of Instagram posts by its two stakeholders, Banky W and Tunde Demuren. The announcement did reveal that the record label was closed at the beginning of 2017 and while EME will continue to operate, it will now do so as a media agency with its focus on marketing, advertising, public relations, events management and talent management.
With the switch in focus comes the ability to widen its reach beyond the world of music and more towards entertainment at large as the group’s current roster which features Banky W, DJ Xclusive, Ebuka Obi Uchendu, Toolz Oniru and Adesua Etomi shows. In what they have likened to Jay Z’s conversion of Rocafella to Roc Nation, the new EME definitely has the firepower to create a full-on entertainment house.
Empire Mates Entertainment (EME) was started by @captdemuren & I, way back in 2001/2002 – in my dorm room at my University in NY. The reason we used the word "Empire" was because Tunde and I were crazy enough to dream that we could build a company that would eventually become an Empire.. one that would serve as the launching pad for not only my career goals in music, movies and other interests… but one that would also serve as a stepping stone for other talents to become more successful and achieve their goals as well. We started the record label part of it right there in my room, which we relocated to Lagos around Vals day 2008 – and we thank God for guiding and crowning our efforts thus far; we've played our little part in helping discover/boost the careers of a number of talents in the Music business (some of your favourite Artists, Producers & Engineers..) and we are forever grateful for the opportunity to live out our dreams by giving others a platform to shine as well. In January of 2017, after 9 years of being in the Nigerian Music Industry, we decided it was time to quietly close the Record Label Arm of our business (Part 1.. pls read next post 😁)
(Part 2 – continued from previous post) Essentially we have restructured our business.. and instead of operating just as a record label, we have expanded and changed our focus a bit… we are now a full fledged Media Agency that focuses on Creative Marketing, Advertising, PR, Brand Events/Activations AND a talent management firm. This switch in focus has been amazing and fulfilling.. behind the scenes, we have been able to impact the launching and marketing of a number of brands and companies the way we did artists.. but even in the talent management side, we are no longer restricted to working with just Music Artistes. We still work with Musicians, but we also work with OAP's, Actors and are evaluating sports management as well. The goal was always to find talents and brands we believe in, and partner with them to help them become more successful… now we have expanded to do that for more than just the Music business. We are excited about our client portfolio: the corporate brands we rep, as well as the talents. At the moment, our clients are: @djxclusive83, @ebuka, @toolzo, @adesuaetomi, and of course yours truly Mr W. (And a few corporate brands as well) Talk to us for all things Marketing/Advertising/PR/Media/Entertainment. We shoot tvc's and documentaries just as great as we do music videos. We launch brands and products as well as we have launched Artists. Need some help with your digital marketing? Need an ad campaign? Influencers for your next launch? Finding the right brand ambassadors for your product? We are your one stop shop for the marriage between corporate Africa and Entertainment. For a simple reference, it's kind of like how Jay went from Rocafella to Roc Nation. Just.. same name, new targets. @theofficialeme_ is our IG page, and for booking any of our clients pls holla at us directly. Grateful for our past, and excited about our future.. this is EME. God bless you all and thanks for the support.