Custodian Interview: Platinum Toxx of Studio Magic

The production team, Studio Magic have been responsible for shaping the sounds of some of your favourite new acts. Consisting of Platinum Toxx and Headphones they scored production credits for international stars like Joe Budden in 2012.

They released a successful collaborative album ‘Anytime Soon’with Ajebutter 22 and contributing to Boj’s Boj On The Microphone mixtape and most recently Hafeez.

This year, Studio Magic crown their efforts with singles under the Studio Magic brand with friends of the team. Platinum Toxx of Studio Magic spoke to us on the forthcoming singles and the journey of Studio Magic

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Who is Platinum Toxx?
I am an avid music lover, producer and founder of Studio Magic

How did you get into music production?
It all Started from piano lessons as a kid and then I found some composing software I thought was really interesting. The ability to create something from nothing but an idea in my head amazed me and I have continued ever since then.

What producers influenced you to initially get into production?
No one particular producer influenced me to start but I was a huge Timbaland & Dr Dre fan at the time I started. Every producer that has come out with unique, quality music ever since has influenced and inspired me.

How long were you producing before you met Headphones?
At least 4 years

How did you meet and what made you decide to form Studio Magic?
Before meeting Headphones, Studio Magic was a bunch of friends (who were artists) and myself as the producer – It was a semi-serious setting. Headphones joined on as a producer/A&R – and this is when we became a bit more serious and decided to be a production house.

What roles do both of you specifically play?
Our roles have always been dynamic. Headphones started off producing – focusing mainly on the Hip-Hop genre as well as plugging us with artists, discovering artists and directing our focus musically – he still does this in his capacity as A&R now. I mainly produce and DJ occasionally.

Studio Magic initially had a single ‘Chop and Go’ with some acts, what happened to those acts?
These are the group of friends I mentioned that were part of Studio Magic. They moved on and are now focusing on their careers.

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Studio Magic produced Represent by the Choc Boiz on MI2. How did it come about?
This was one of our early successes as a team. I made the beat and Headphones plugged it and opened that relationship with M.I.
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How did that track shape your career?
It was our first major break and gave us some acclaim.

Studio Magic was very instrumental in shaping Ajebutter 22’s mainstream debut. How did you meet Ajebutter?
Another of our proud successes as a team. Headphones told me about this artist called Ajebutter22, sent me some of his stuff and put us in contact. So I checked his stuff out and I liked it – thought it was unique and we decided to work.

What made you and Headphones decide to partner with him on the project?
The chemistry was amazing from day one. Our ideas complemented each other and we made tracks too easily. The project was inevitable.

The aesthetic of the project was very diverse from the norm in the mainstream, was that a conscious effort?
We were just being ourselves and presented the project in a way we thought projects should be presented.

Did you anticipate that level of mainstream acceptance?
No not at all. The acceptance definitely surprised us as we did not think some of the tracks would be so widely accepted by the mainstream audience.

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How difficult was it promoting singles in Nigeria from the UK? How did you go about that?
To be honest, we had no idea what we were doing half the time – it was our first time, so it was quite difficult. Our plan was to make good music and just put it out, the rest we learnt as we went along – we are still learning.

Omo Pastor was arguably the biggest hit on the album. Did you anticipate that level of success on the single?
Took everyone by surprise to be very honest! We liked the track a lot – as we did every other song on the album but the truth is we didn’t foresee such nationwide success.

How did that song come about? Why Boj?
The beat was just another half complete beat in my catalogue that Ajebutter liked. He came up with the “Omo Pastor” concept and it was actually his idea to use Boj on the track. At that point I hadn’t even met Boj and didn’t know much about him but we were all open to working with new hungry talent. Needless to say what Boj sent us blew my mind away!

What doors did that single open for all parties involved?
Recognition! Collaborating with new artists from then on became an easier process

After Omo Pastor, it seems like there were glitches in the flow of promo, i.e videos for the commercial tracks and other mainstream moves. Shed some more light on this.
We were independent, self funded and could have been better managed, but we tried to make the best out of every situation.

Ajebutter seems to be keeping a relatively low profile at the moment. Can you speak on his forthcoming singles? How involved are you in his career?
We had a one-album deal but we still collaborate on music because we enjoy working together. His upcoming singles are fire and I remain one of the biggest fans of his music.

Seeing as it was an Afrobeat project, fans assume you produced majority of the album. How did Headphones help in the process?
Headphones was vital in the musical direction of the entire project and played an indispensable role in Ajebutter’s development as an artist throughout the project.
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Speaking of Headphones, Studio Magic produced “Joe Budden’s- Go Hard” in 2012. A great accomplishment on all levels. How did that come about? Was that majorly a Headphones production?
Again one of our proudest moments. I had made the beat, Headphones added his perspective and is responsible for liaising with Joe Budden’s team and pretty much making the collaboration happen.

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Let’s briefly talk Boj, you work closely with him. How did that working relationship start?
Boj is pretty much family! Since Omo Pastor he has been one of my favorite artists to work with and he has become a close friend.

Studio Magic has yet again broken a new rising act, Hafeez. How did the relationship start? Apparently he was one of the earlier acts under Studio Magic
Indeed he was – you are well informed. I have known him for a very long time and have seen him grow as an artist. Hafeez has something unique to offer Nigeria and Africa as a whole. This is only the beginning.

He has done quite a lot in a short period of time. How have you accomplished this?
Work, work, work. His work ethic is through the roof.

How did Taka Rawa featuring Davido come about?
The beat and the entire song was made pretty much on the spot in Hafeez’s home studio – he killed it – he had recorded the entire song. Davido who is a good friend of Hafeez’s came through to the studio some time after and he also loved it and jumped on it on the spot!

Is there going to be a video for Taka Rawa soon?
There will be a video soon as circumstances allow.

What is Studio Magic’s plan for Hafeez?
To do the best we can to showcase his kind of music to the rest of Nigeria and the world. There are no ceilings on what we plan to achieve.

Studio Magic is getting ready to release some singles. Tell us what to expect.
I am very excited about these tracks. They will feature various artists – some expected and some very unexpected. It will show artists giving their takes on Studio Magic beats. We have worked with these artists to make music outside their comfort zones and vice versa – as well as some signature Studio Magic music. I hope you all like it!

When should we expect the first single?
The first single will be released in the first week in March.

Should we expect a full production project from Studio Magic?
Hopefully. God go do am.

There were rumors of Dj Cuppy, Dj Caise and yourself forming a coalition. Shed some light on it?
These rumors came about because the three of us are very into that house music sound. We may or may not have had a few sessions in the studio.

What is your impression on the level of production in Nigeria?
The quality has definitely stepped up to an international level. It is amazing how far and fast we have developed our sound. There is still always room to get better and better but shout out to my fellow producers and sound engineers who have contributed towards taking our sound to the next level.

What Nigerian producers do you currently admire?
There are so many that are so dope that I lose track sometimes. But Don Jazzy as always, Legendury Beats, Sarz, D’Tunez and many many more. They all inspire me.

Do you often collaborate with other producers?
In all honesty I don’t – but I’m very open to the idea.

You have been instrumental in the growth of a number of relevant young artistes, how fulfilled are you with their growth?
I’m very happy that these artists have attained success but I will always remain their biggest critic as well as their fan. I always want to push them to be even better and attain the highest levels of success with or without me.

Which other artistes have you worked with?
All will be revealed soon but our current discography can be found on our website.

What artistes are you looking forward to working with?
New, young, undiscovered, upcoming talent – as always. I find it more challenging and interesting working with new talent. To me it feels like creating a painting from an empty canvas – the possibilities are endless.

Do you feel the Nigerian industry rewards producers adequately?
Definitely not. There’s hardly any structure for royalties. A lot of the more successful artists who can probably afford to pay producers are very happy not to – as they are “doing a favour” to the producer. They are happy to spend millions on videos and radio plugs but nothing for producers – especially the younger upcoming producers. And in my opinion most hit songs out of Nigeria are hits because of the beat! Unfortunately the artist makes most of the money from shows and all that. So no, I don’t feel producers are properly rewarded and one of my aims is to use the Studio Magic platform to put younger talented producers on – and make sure they see some reward. It needs to change.

In closing, what can we expect from Studio Magic this year?
Music, Music, Music and an expanding team of producers A&R’s and DJ’s – watch this space.