I have said and insisted, many times, that D’Banj needs to separate his stage identity from his identity as a business man and artist who speaks or interacts with the press. Majority of the times, I have been the only voice staying focused on this key message. I have insisted he must be articulate and clear in his thinking when he speaks to the press, reserving his stage tactics for his fans, especially since his venture into the US music market. That day has finally come, albeit it on the heels of a bitter breakup with his former business partner Don Jazzy.
The former Mo’Hits executive and co-founder (he now confirms he co-founded Mo’Hits) is clearly doing the much needed re-branding I have insisted on for a while now. He is doing so with his Publicist Vanessa Amadi (for the UK/USA) market and his manager Bankulli. He has a clear message, he is purposeful, driven and there is a paradigm shift that takes him from a seemingly crazy man with the inability to make basic deductive reasoning to a seemingly true business man with a mission for success on a global level.
Just before I share excerpts from his exclusive and breaking interview with founder of Thenetng.com, Ayeni Adekunle, if there is anything I hope AML artists and industry reading this walk away with, it has to be the ability to manage your publicity before it exceeds a crisis stage.
As a member of the press, I have given insight to you all that it ultimately boils down to story telling. Tell your own story. Don’t let others, including the media, tell your story. Guide the media in telling the story you want the media to tell about you. You do so by arming the media with information, your information. Further, as I discussed, especially in the Toni Payne v. 9ice v. Ruggedman crisis/bitter dispute, when you see a situation getting out of hand, especially in the courts of public opinion, don’t be so caught up in your emotions and feelings of victimization so that you isolate yourselves. It is so natural to isolate yourselves, focus only on your work and believe that people will somehow know the real truth and you will be vindicated. Wrong mistake. They won’t. You gotta tell your story.
Life is real which means many times, your story, your truth, is never heard if you take the victimization “woe is me” attitude. A lot has been said about D’Banj and it has not been pretty. Through it all, I have made a major issue and insisted in almost every writing about Mo’Hits, D’Banj and Don Jazzy that it boils down to very inadequate publicity/press relations and a healthy respect for the media who will tell their stories. I said this in the signing of the Mo’Hits/GOOD music deal, the Koko Concert UK event, the Kelly Hansome Alleged Copyright Infringement & Criminal Case, the #OccupyNigeria nationwide strikes and Mo’Hits Breakup, among others. My message has been consistent and focused. Not having your public relations together can really hurt you. This interview is coming quite late in the game; but better late than never.
Assemble your team of lawyers, publicists, managers (business manager preferably) and go on both the offense and defense. Specific to law, your lawyer ensures you do not say things that compromise the integrity of legal agreements you signed or creates even more legal drama in an already highly sensitive time. For example, D’Banj reveals Don Jazzy turned over Koko Holdings while D’Banj turned over Mo’Hits. If he started getting more into the terms, that could constitute a breach of contract as there should be a confidentiality clause both parties signed protecting the privacy and integrity of the settlement agreement between both parties.
Read excerpt below as D’banj breaks silence with Ayeni of TheNetng.com:
Afrobeats’ across the world. But, just like the cab driver, London does not yet know D’banj.
As we walk into the Choice FM building in the afternoon on Saturday, there are no heads turning or fans gazing. In fact, his lawyer, Elias, who wore a pair of loud snakeskin boots, attracted more attention than D’banj.
Who leaves a zone where they’re comfortable and celebrated; where they’re established and successful, for a place where no one seems to give the slightest care?
D’banj, that’s who.
The 31 year-old entertainer has spent nearly two years building structures he hopes will help take his music to new markets in Europe, and especially America. This move, he believes, cost him his friendship and business relationship with his long time partner Don Jazzy.
‘I’m a risk taker’, he says. ‘Life is all about risks. But you must never endanger yourself. I don’t endanger myself, which is why, even though I’m here, I’m still in Nigeria all the time, performing’.
With incredible energy, and the kind of passion that endeared everyone to him when he first moved back to Nigeria in 2005, D’banj says his deal with Kanye West is a case of ‘preparation meets opportunity’.
‘I pulled up with my entourage at the Emirates first class lounge in Dubai. We were returning from Scott Tommey’s birthday. I came down with Bankuli, my P.A. Chuchu, and my business manager Chidi. My entourage was large and I was looking fly. One of the hostesses ran to me with a Kanye West placard. I said I’m not Kanye o – then I told my guys ‘Kanye is around so no dulling.’ Chuchu and Bankuli spotted Kanye walking in to check in. They went to him and he said we could come over’.
‘As they came, I had my iPad with me, and my headphones. First thing Kanye said was ‘I like your T-shirt’. I wore a Zara T-shirt and a D&G ring. He liked my appearance and said he’d give me 5 minutes. I told him ‘I played with you in Nigeria during NB PLC Star Megajam. I’ve done a song with Snoop and we’re going to shoot the video now. I’d like to play you my songs.’ I played Oliver, Scapegoat, and Fall in love. He was dancing. He removed the headphones and said ‘I don’t mean to sound rude, but if anyone has to bring you out in the states, it has to be me, not Snoop. He asked when I was going to be in the US, and I told him I was going there that day. Then he asked who my producer was, and I said Don Jazzy. He said ‘come with him.’
Three months later, D’banj, Don Jazzy and their crew were in New York, where, according to D’banj, it took almost forever before they could establish contact with Kanye. ‘It was only an email address he gave us at the airport. So when we got to NY, we sent several emails but got no response. Not a single one.’
‘Then we met someone that knew someone that knew another someone and we got another email address. We sent several messages again, no response. Then Bankuli sent a final one saying, ‘we have been in New York for some time and sent several emails. We have waited long enough and are now on our way to do the Snoop Dogg video’
And then the reply came. ‘Sorry to have overlooked your earlier emails. Mr. Kanye would like to meet with you tomorrow.’
‘We didn’t believe it. Don Jazzy, who had been reluctant all along, still did not believe it. Even when we got there (Wyclef’s studio) the next day, he stood outside. When Kanye came I went to call him ‘Oya come now, come play am the music now’. It was difficult to believe it was real and it was happening. Then when Kanye came in, with the GOOD music acts, I was like, ‘wow’.
From there everything happened fast. Next they were meeting Jay Z, making a presentation to LA Reid (At Electric studios), and discussing contracts. But while the label offered him a traditional recording contract, D’banj opted for a joint venture agreement structured to guarantee three things: retaining full control of his materials in Africa, signing Don Jazzy on board (on behalf on Mohits USA), and, he says, bringing the Universal/Def Jam imprint to Africa.
‘I’ve always thought of how I can be a useful vessel to the industry. A friend and colleague always says to me: ‘D’banj, you’re the Jesus Christ of the industry.’ So having ran Mohits for nine years, I already had plans of how we could blow Mohits up. I had plans of expanding, and most especially, bringing hope to that 11 year-old kid somewhere in Africa who may never have had the opportunity to get signed to major labels’.
‘So it was not really just about me. There’s a big market in Africa. I said to them, ‘I’ve sold millions of records in Africa, we’ve done millions of hits with CRBT, and I’ve run the most successful label on the continent. You take care of the US, but let me take you to Africa.‘ And I’m happy to tell you that we’re doing that. D’banj’s album will be the first under Universal/Def Jam Africa, and we’re already putting all the structures in place’.
‘I’m a businessman.’ I learnt from my mom, who’s a very successful businesswoman. So having run and funded Mohits for nine years, I knew we had to move to the next level. And everything we wanted was happening. Finally we could take African music to the world.’
Just like the lyrics of the song, D’banj was an Oliver Twist. Here’s a guy who had conquered a continent; was sitting on the top three list, and making more money than anyone else in his category. D’banj was a big player in Nigeria, where there are over 150 million people; a big player in Africa, with over 850 million people. But he wanted to play big globally, with 7 billion people to grab from.
And that’s where the problem started. ‘Don Jazzy was no longer comfortable. You know, we were like fishes out of water, in this new system, starting all over again, like when we returned home in 2004. I got him a place in the US, set up a studio there, just so he’d be comfortable and be able to work without going to hang around the studios. In one year Jazzy did not make a song. I said, maybe you want to go back to Lagos, you’ll get inspiration there?’ I was all about the work, I wanted us to make this happen, so we can bridge that gap and create a path for Africa. But Jazzy wanted us to go back home. And I understand. He’s my friend, my brother’.
‘But I never expected him to do what he did.’ He said to me in July last year ‘Let’s scatter Mohits. He told me there are two captains – two captains cannot be in a ship. I was like ‘that’s not possible, this is a marriage’. He said ‘then this marriage is no longer working’. I said then let’s go for counseling; I asked, so what happens to our children?’
Don Jazzy wanted Mohits, D’banj says. And that happened on April 16, 2012 – after months of a bitter feud, characterized by accusations and counter accusations, widespread speculation, leaked emails and failed reconciliation attempts.
‘You can see he has signed already’, he said, showing the agreement with Don Jazzy’s signature. ‘I have full rights to my catalogue and full ownership of my Koko Holdings, while he has full ownership of Mo’Hits, including the artistes and liabilities.’
Already judged guilty in the court of public opinion, and publicly disowned by his own boys Wande Coal and Dr SID, D’banj says he’s sad, but not bitter. Does he feel kind of lonely, alone in the cold? ‘Asking me if I’m lonely because Wande or Jazzy has left me is like asking my first sister if she’s lonely now – she has two kids now, lives in Canada. Don Jazzy is still my brother – we just had to move on. We’ll still work together in future, same with my boys. In fact, just this week, he sent me the remix to Oliver Twist that we’re releasing in the UK on May 14. All the interviews I’ve had here, I kept hyping him. It’s already in my system – you know me, I’m a one-way soldier. Jazzy is a very quiet person. Loyalty is key. My loyalty still lies in the friendship I had with him. He was cheated by JJC, and I was present. I swore never to cheat him. But I’d like to think our visions became different.
‘It was clear when we met that Jazzy wanted to be the biggest producer, I wanted to be the biggest African entertainer, not the biggest singer. I had my mind on money. In order to say I’m the biggest, I had to be the richest. So for a very long time, he was on the back end. He respected my act, I respected his music judgment. Every meeting that brought us money I went for. I’d say I need to confirm from Don Jazzy because that was the agreement, even though I knew it was my decision. First Glo deal was $500,000. That Landcruiser jeep was because of my demands. It was because of the skill and exposure that I used to bargain. I’m a businessman’
‘People say I’m less talented, I was known as a jester in the JJC squad. I’d make everyone happy and play the mouth organ, but I knew what I wanted. I decided to give Don Jazzy power in 2007 when we realized that after four years, they did not recognize us as a record label. We had signed artistes and done all this work. So we restructured, and restrategized. So I told him to chill, so he can be more respected and be the don. I’m older than him by one year, yet I respected him like a don. I remember when he came out at Ali Baba show, I knelt down for him, so people would say he’s the baba. All the talking in my ears and all, it was an arrangement. All the Soundcity advert and all, he did not tell me anything. It was all an arrangement.’
With his UK publicist Vanessa Amadi taking notes nearby, his manager Bankulli interjecting every now and then, and several legal documents surrounding us, D’banj spoke passionately of his former partner in the same way a man might go on about a cherished and respected, but estranged, lover. He’s on his sixth cigarette, and thinks the room is stuffy, even though no one complains. So he opens the sliding glass for ventilation. ‘Jazzy did his part’, he says, sitting down again and looking me in the face. ‘He made the music for nine years. But nothing stops him from making for twenty more years. We could have changed the formula. Why didn’t he want to change the formula? It was time to expand the business, Mohits was Motown reloaded. We always knew we would expand, he always said I had more swagger than anyone else he knows, And I know he’s one of the best producers in the world; we wanted to make Mohits the biggest in Africa. Other labels were springing up. So if we could conquer America, London when no one had done it before. Most of our people stop in Germany, or Paris. But this is America, this is the big league; it makes us the strongest, the biggest. We had already made the money. And who best to introduce me to the rest of the world? Kanye did not want to change anything about my music, my style of dressing, or my brand. It is God’s favour. But Jazzy was and is very scared. Something had worked for eight years, so he wanted to maintain the status quo. People are afraid to try new things.’
‘But’, he tells me, still maintaining eye contact while lighting another cigarette, ‘I’m not afraid. I’m a vessel that God is trying to use to help the industry. I’m a bridge. Once in a few years, one artiste comes from the UK to run the world, none has come from Africa. Fela was the closest. It’s been my own dream; I made my name from Nigeria, unlike Seal, Wale, and Tinie Tempah. And I want to bring Universal, Def Jam and all to Nigeria. So if I can build that bridge, then we’re good, because it will give hope to the boys in Asaba, in Oshogbo that this thing is possible. . .”
P.s. Good job Ayeni