Efe Omorogbe: A fortnight in the life of an exec

Posted on July 23 2012 , at 02:48 pm
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By Our Reporters

For the management and crew at Now Muzik, major moves can sometimes come across as routine. That’s the way the cookie crumbles when one is on top of his game.

We Caught up with Now Muzik CEO, Efe Omorogbe, and squeezed out an interview from a man whose schedule makes the job of an entertainment exec seem somewhat scary.

How has July been treating you?

The past few weeks have stretched everybody to breaking point, and indeed, something has given, but hey, that’s what we are in this for. As they say, better be too busy than be idle. It has been exciting and extremely challenging but I think we have handled it all well.

Give us some specifics…

Ok. July opened with Live Lounge and it hosted the release of D’Beat album launch. That was July 5 and it was a massive moment for the fantastic talents who won StarQuest 2011 and have had to wait for more than a year for their promised debut album to finally drop.

Three days later, July 8 at Club Rumours, we hosted the blast off parley for the United Sounds of Africa tour. We had laboured hard since April to put it together working with Interglobe, Live Nation and Chocolate City, and it was another massive moment for us at Now Muzik.

All that while we have been saddled with the task of  putting together the dream collabo that features the combined talents of J. Sleek, 2face Idibia, Wizkid, Tiwa Savage, M.I, D’Banj and Foster Zeeno under the auspices of the original Naija super brand, Star. We wrapped on the 10th and got Clarence Peters on set for a ‘Let’s get the party started’ video shoot on the 12th.

We worked with the team on the Star re-launch on the 13th, were back in the studio with Clarence Peters and Timi Dakolo for the seminal ‘Great nation’ video shoot on the 15th, finalized arrangements for Faze‘s ‘Re-FazedAugust 8 release party on the 16th and once again, we were back in the studio on the 19th with Clarence for the ‘Ihe Neme’ video shoot, the first video off 2face’s ‘Away & Beyond’ album.

In between, we were coordinating J. Martin‘s tour of Houston, Dallas, Boston, Montreal and Calgary.

Which of these tasks was the most testing?

Every task is a test in a different way. D’Beat was the first StarQuest band we would put out so that was interesting .  We produce vids quite often but ‘Great Nation’ and the first video off a new 2face CD can’t possibly be ‘routine’ but then, not every label gets the opportunity to work for Star and put together a track featuring 5 of the biggest and brightest stars on the continent. That’s definitely top billing and we are honoured to be in the mix.

What were the major problem are with the collabo project?

The schedules. At some point, 2face was in Lagos heading to London, MI and Tiwa were in Accra, Wizkid was in NY and D’Banj was in Atlanta. We were lucky everybody loved the J. Sleek beat we chose and had a fantastic working relationship with Star and one another.

Now Muzik is one guy – Blackface – away from the Plantashun Bois  line- up. Is there a plan?

I admit. I’m a big P Bois fan and it will be great to have one better put together reunion album and a tour, but that’s not the objective. They are two separate deals involving one management company, and two great vocalists and song writers who have excelled tremendously and made immense contributions to the evolution of the Naija sound and the revival of the industry.

What informed your decision to hook up with Faze?

Belief. We recognize the quality of his talent, respect his pedigree and believe we can work with him to achieve more success.

Would you be willing to orchestrate a Plantashun Bois re-union?

Of course! We would love to, but first and foremost, we would need to ascertain that the timing is right, and that each component unit is totally convinced about the prospects and committed to the course.

Talking about conviction, are you convinced there still exists a market for the Plantashun Boiz?

Most definitely! Even more so today than a couple of years ago. Their core fan base from back in the day are much more financially empowered today. Considering the degree of influence they’ve had on what’s urban Naija sound, and the quality of their talent as a collective, P Bois should be a major lifestyle franchise.

What should we expect over the next few weeks?

By the grace of God, plenty! Live Lounge August edition is going to be cool. ‘Re-Fazed’ drops August 8 and will be followed by a tour. Crystals, StarQuest 2012 winners will release their lead single and video within weeks, more 2face videos to come and of course, we will be shaking North America with the United Sounds of Africa tour. In the words of my banker friend, Jekwu Ozoemena, ‘There’s no sleep for the righteous!’

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