The most powerful PR professionals are the ones you never hear about, they’re working behind the scenes, advising CEOs, Record Label Executives, Political Players and Cooperate Organizations. In most cases, they would prefer to stay out of the limelight. One smart, hard-working and creative media personality who is currently occupying the above category is Ogaga Sakapide. He has also been instrumental in PR strategies for local and International brands, such as Chi Active, Redbull, etc. Ogaga is a top player in African music business, as a music executive, A&R consultant. Popularly called “Ogagus” has helped direct the careers of pop stars like Yemi Alade, Praiz and most recently rising music star Chike.
Ogaga Sakpaide studied Accounting at Ajayi Crowther University and had dreams of practising as an auditor or lecturing before his love for music and media thrust him into the entertainment industry. Officially started out at Smooth Promotions/Hip TV before moving to X3M Music as the A&R Manager. In this interview, the Chief Executive Director of ASAK Media, a P.R and Branding consultancy agency, that has represented numerous clients ranging from Flavour to Yung6ix to Kizz Daniel, talks about his career and life as a successful and an influential figure in the fitness space.
Can We Meet You?
My name is Oghenevwogaga Sakapide, shortened as Ogaga and nicknamed Ogagus. I am a stakeholder in the Nigerian music scene and Africa at large. Studied accounting at Ajayi Crowther University, Oyo but in the music scene, I work and have worked as a writer, blogger, critic, journalist, A&R consultant, Public Relations expert, talent manager and even as an executive. I am also a fitness and wellness influencer.
Why did you start Public Relations And A&R?
I was always drawn to media, even though when I was deep in accounting, so when I found myself in the space obviously I was not about to release a single and start performing or produce music, I do not have that gift. Nonetheless, Public Relations and A&R came to me naturally, like a superpower, ears know what will work or can work, maybe because I listen to a wide range of music. Working behind-the-scenes comes naturally, so in a bid to pay the bills and survive as I moved to Lagos I hit the ground running and started out.
Artistes You’ve worked with?
Currently I am working closely with Chike, Jaywillz and J’dess. I have worked and work with the likes of Yemi Alade, Flavour, Kizz Daniel, Orezi, Yung6ix, Praiz and so on.
Do you feel streaming can become a thing in Nigeria?
Is it growing? Yes, but majority of the consumers do not consume music via streaming. I believe a minute fraction do.
You worked with Chike On his Album Boo Of the Booless, How was the experience putting the body of work together?
To be honest, Chike did the heavy lifting which is writing and recording the music. Putting it together came to me naturally, even though the first single over 2 years old, it was like breathing. I even arranged the tracklist passively, it was after I was done, I was like wow! This is a potential classic, we have on our hands.
What do you think are the biggest problems the music industry in Nigeria faces?
The fact that other professionals like producers, songwriters and likes struggle to eat from the industry due to selfishness of artistes, the fact that the basic commodity is hardly consumed via the appropriate channels due to a high level of piracy and poverty in the country, the inability of artistes to properly tour within Nigeria due to insecurity, absence of infrastructure and more.
As an A&R consultant, what’s your process when taking on a new project?
Hmmm…My auditory and visual system do the work and the money or rewards on the table. Nonetheless, if I hear what I like, I follow-through regardless of cash-flow drought.
You have worked as a publicist for a lot of big names in the industry. What advice do you have for up and coming publicists?
Hmmm, this is a tough one. Intern or work in a firm or with someone higher in the industry or within that space. Build relationship, it is the currency of the music industry, do not be money-driven, do good work, amplify it and money will come.
How did you come up with the name “Boo of the Booless” for Chike’s album?
We had other names in play, but I was sold on “Boo of the Booless” it was the vision I saw when I first encounter Chike post his stint on The Voice Nigeria.
Which other projects have you worked on as an A&R consultant?
Unofficially, I have done work with Yemi Alade’s albums and a few more.
The EP culture in Nigeria has grown in recent times. Why do you think that is happening and are you for or against it? With reasons.
Hmmm, I am really not for or against it. If you want to release a body of work, you can and it should slap. I am more interested in the quality of the music than the quantity not everyone should jump in with an E.P, growing following and have a plan.. Still, artistes feel that they can express layers of their art in an album or extended play in a bid to grow fanbase and dominance.
What do you think the music industry can do to make the audience more inclined to buy or stream music?
Educating the consumers is a good start and hopefully the poverty rate decreases and our bank cards work better so listeners can have more funds to spend on music and be able to do this easily.
The music industry has seen a lot of squabbles between artists and labels. Why do you think this is the predominant factor is these cases and what can be done to reduce them?
Greed and selfishness is the major factor, also nasty attitude from artistes once they get famous. Artistes should honour contracts and stop being greedy. If you have an issue address it properly, be open to enriching the label and music industry at large, it not just about you.
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