With this new arrangement Olamide has created a new
precedent for the Nigerian music business - find
artistes, develop the talent and groom them to be
moneymaking businessmen.
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This week, a partnership that has birthed glorious hit
songs in Nigeria for the past two years was
restructured. It was revealed that Lil Kesh is no longer
signed to Olamide’s YBNL Records. He is a free man,
who intends to go ahead and set up his independent
record label called “ YAGI”.
The news flowed in with many unable to see the
genius behind the move. Olamide signed Lil Kesh in
2014, alongside his friend Viktoh. The YBNL boss
never had the intention of holding the 'Shoki' crooner
for life, hence put pen to paper on a two-year deal;
that deal expired weeks ago.
Between his signing and the expiration of his contract,
Lil Kesh has been on a jolly ride since the inception of
his music career: from unknown rapper, to one-hit
champion, to performing all over the world and now to
establishing his own record label. The young man has
taken his chance, creating dance music via indigenous
rap, being a blessing to his family, and inspiring many
others.
In January 2016, the 'Efejoku' rapper showed off his
personal recording studio » located in his Lagos home.
This ticks off one of the prerequisites for creating a
record label - having a space to create music. Even
though Lil Kesh is now an indie artiste, he is still
affiliated to Olamide’s YBNL, but in a management
capacity. The Bariga-born artiste still retains the
mentorship of Olamide, who is reliving his come-up
story with the boy.
On the business side, very few things have changed.
The digital publishing revenue will have to be rerouted
to YAGI, notwithstanding, YBNL will still get a
percentage from all earnings, although, they will have
to relinquish a major share of the profits from his
career.
This new model is one Olamide adopted early in his
career. In a similar manner to what is happening now
with Lil Kesh, Olamide released the album “YBNL” in
2012, and split with his mentor and Coded Tunes label
boss, ID Cabasa. His personal venture, has become the
powerhouse that YBNL is. Lil Kesh is running along
similar lines, dropping his debut album “Y.A.G.I”,
before setting up his personal record label.
With this new arrangement Olamide has created a new
precedent for the Nigerian music business - find
artistes, develop the talent and groom them to be
independent moneymaking businessmen. This business
plan depends heavily on the artiste becoming
successful within a short period of time.
As far as the love shared between both parties is
concerned, nothing is lost. Lil Kesh is Olamide's
younger brother, one whom he has seen blossom right
in front of him. That is pure joy, the kind that nothing
else can bring (except a million dollar alert). Whether
Lil Kesh stays or departs is immaterial. Lil Kesh can set
up his side project. In fact, it is folly for him not to set
one up, as a personal side hustle to bring in extra
dough, while planning for his future. Olamide’s
mentorship and connection would also be of immense
value to such a venture.
Truth is, in whatever form you look at it, in whatever
way the story is being framed and sold, Lil Kesh and
Olamide cannot leave each other.