Hi Azu, how do you do?
Hey Gbemiga, I am fine thank you!
Great, so how did you get started in the music industry?
I’ve been singing all my life but my start in the music industry began with live gigs. I just started performing live and getting my name out there.
So this became solely a hobby for you? Or did you think ahead as it being a career?
I think for me, it was a very specific moment in my life where I realized I could actually sing and maybe have a career in music. I was just randomly singing a song and my brother walked in the room and started freaking out! Like ” Whaaaat? Azu you can sing?! Oh your voice is amazing!” I didn’t even realize I could sing because it was just something I did without thought.
From this encounter, did you start singing more to impress more people?
To be honest, singing for me was never something to impress people. It was a way for me to express how I felt. Every time I sang, it felt like it was this secret language I had, even till this day. Every lyric I choose is very important to me because singing is story telling.
Speaking of Grange School, I remember you performing at the year 6 Christmas concert years ago.
Ah memories! Whether I liked the song or not, they didn’t care! They always wanted me to sing. I performed in front of relatively big crowds. It was good training.
Growing up, what inspired your music taste?
My inspirations are really varied because growing up, I was inspired by very rhythmic sounds such as afrobeat and gospel which were the main sounds in Nigeria. Then in my early teens till now, I got into soul music, then jazz, and then folk. Regardless of the genre, it is about soul. I don’t mean soul as a genre , i.e. the assumption that every black singer is a soul singer because they’re black, but as soul as a feeling- when something is honest and passionate. Aretha Franklin, Ray Charles, Seal, Joni Mitchell , Sade and Prince are all musical influences.
Interesting, at what point did you decide on becoming a legitimate artist?
I have always wanted to sing. Obviously growing up in Nigeria for a while, it is not a very popular career choice! It is not just music, it is anything in the arts. The very classic thing they say is ‘”Go and study engineering and do the singing as a side.” Do you know what I mean? The one thing they wanted for me was to be a lawyer. Apparently I am quite useful in an argument. The moment when I realized I have a chance to become a professional musician was another Christmas concert in Grange. I sang John Legend’s Ordinary People and I got a standing ovation from the whole school. People who I knew were asking me for autographs. It was so funny and sweet. It really fueled my passion.
In the build up to your career thus far, what have been your high and low points in the music industry?
The music industry is a place that constantly changes. With technology today, everything is moving so fast. An advantage of the internet for artists is the ability to share our work online and build direct relationships with our fans. It has become a bit more difficult to get investments from labels and management. Most of these companies are very money-driven. Very few companies are interested in building careers, they just want a couple of hits that they can make millions off, and then find other artists to repeat the cycle. I have been approached by several well known companies, but they all want to marginalize and package me which I find difficult to cope with. Highs have included going on tour with Gabrielle, Lemar , Matt Cardle being played on BBC Radio 2 and being able to do headline my own shows.
This just reminded me of the Kanye interview last year, he had his own fair share of being marginalized in the fashion industry.
Yes, exactly! Generally speaking, if artists are allowed to create what they actually want to make, in terms of content, there would be a lot better music out there. The artist is usually right I think. If it’s real, you feel it. Look at Eminem. His music was so incredible, it sold millions not just because it had commercial viability but because it was real, it told a story of his experiences, his daughter, drug problems involving his girlfriend. Amy Winehouse, the same thing, very raw. Adele the same, and Sam Smith as well. You would think the corporate institutions would allow artists just be themselves after all these records. You can’t really manufacture soul. I also think in terms of the life span of hits. A song can be a hit today but will it last for 10- 20 years? Will people still play years down the line?
How are you dealing with this problem? Surely you want to tell a story, but also make some kind of revenue too.
Well, the thing is, I just have to do what I do. I am very lucky because I have a production deal. I don’t have to pay for studio time which is a major cost for the upcoming artist. So we are just working on the album, I don’t give much thought about buying into the industry. I have been lucky to do some big tours with some UK artists, such as Gabrielle, Lemar and Matt Cardle. So I have had some good exposure on the live scene. I am focused in building my fan base. At the end of the day, it’s about the artist making music and the fans buying/supporting the music.
Speaking of the tours, how was your experience with these musicians?
They were amazing! All the artists I toured with were artists I already loved, through the tours I got to know them personally and their management. Gabrielle was like a second mom to me. My favorite part of music is actually live performance; the energy is instant and I can be quite a spontaneous performer which I enjoy. It also strengthened my voice as well.
What can your fans expect from you in the remainder of the year?
My fans can expect my new single, Lagos which is out now. I might have a new EP out and do a mini tour towards the end of the year.
Being Nigerian, are you looking to the idea of collaborating with some artists back home?
Sure. I’d be very happy to do so on the right project.
I understand, but we do have some legitimate singers like Asa.
Asa is lovely. Her early stuff was amazing! That album, her break through record, which had ‘Fire on the mountain’, was over 6 years ago, and the Nigerian music has sort of moved on from that. Nowadays, it is very fast, catchy and club-minded.
How are you managing to balance your social life with your on going music career?
I’m not on tour right now so I have a bit more time to socialise than I normally would. I’m not necessarily the most social person these days as I’m quite busy but I do try.
Although you appreciate the legends, which new artists of today are you fond of?
A lot of the modern artists I enjoy aren’t ‘chart’ artists for example Lianne La Havas, Michael Kiwanuka, Eska. However, I enjoy songs by Sam Smith, Adele, Janelle Monae and Frank Ocean.
With your progress thus far, are you happy with where you stand at the moment?
I can’t really complain. Don’t get me wrong they are moments when I am occasionally frustrated at some financial limitations etc, but everything is going well and I’m very happy with where I am. I have achieved a lot of things are usually considered the preserve of major label artists for example, being played on national radio, going on major tours, performing live on TV and doing my own headline shows.
What advice do you have for new artists wanting to enter the game?
The game? Laughs! The only advice I have is just to be true to yourself and be open-minded. It is important to have your own identity.
Was a pleasure chatting Azu Yeche, looking forward to our next talk.
Thank you Gbemiga!