In this conversation, the brillant Osinachi Ibeh shows us a peak into her music/digital marketing and talent management career – why she does it, how she does it and why she enjoys doing it.
WTS: Tell us a bit about yourself and your background.
Osinachi: Hello WTS, I’m Ibeh Favour Osinachi, I’m the 3rd of 5. I’m from a very core Christian home and I’ve lived most of my life in Surulere Lagos.
WTS: What songs or kinds of music did you listen to while growing up?
Osinachi: Whilst growing up, I listened to Buchi, Sinach, Frank Edwards, etc. Like I said earlier, I come from a core Christian family. My Dad is a deacon.
WTS: You are currently studying Electrical/Electronics, Interesting! How did you into digital/music marketing + talent management?
Osinachi: During the pandemic, I got into loads of group chats and connected with a few guys in music PR. I started off posting daily music and event updates, then I volunteered in a few summer and winter festivals/events, we had loads of them then.
Basically, I started off as a music PR and events volunteer and I got to where I am through self development and resilience. And to be honest, where I am is only the beginning and it can only get bigger.
WTS: When did you get into the entertainment industry as a digital/music marketer + talent manager, and how long have you been in it?
Osinachi: I got into the entertainment industry I guess 2021 through Summer Fests but as a digital marketer that was last year after summer (October), so it’s been a year as a digital/music marketer. I started as a talent manager in April last year.
So yeah to it sum up – I’m a year and a few months into all these.
WTS: Can you describe your typical day-to-day life as a digital/music marketer and talent manager?
Osinachi: To be honest, my typical day-to-day as a digital/music Marketer is a bit calm. Just a few follow-ups on my Laptop and I’m done. Maybe Observe on projects Analytics and send in reports when necessary.
My typical day-to-day as a talent manager is also calm because I have the best producer. I just follow up on camp bookings, review beat packs he sent and discuss possible routes we could take, etc.
WTS: What are the key skills and qualities someone needs to succeed in your type of role within the music industry?
Osinachi: Key skills are Learn , Observe, Practice, Listen, Pray.
WTS: What successful marketing campaigns have you worked on so far?
Osinachi: I’ve worked on a lot of successful Marketing Campaigns for Spyro, AV & Victony, Savage, Shallipopi, Wandecoal & Wizkid, Joeboy. But my top campaign so far has to be “Anticipating” by DumomitheJig. Yup I did that!
WTS: Could you give us an insight to your approach to developing and executing digital marketing strategies for your artists.
Osinachi: Well my approach to developing marketing strategies, to be honest, is sleeping. I just need to sleep and reset, listen to the project and it would come in.
When Executing, I Share with my team and we share action roles to make it work
WTS: What platforms and techniques do you find most effective?
Osinachi: Most effective platform so far has to be the Music Distribution platforms for me, mainly because it is cost friendly and effective. Then Technique? I can’t really spill that to WTS. (laughs)
WTS: What is the most exciting project/artiste you’ve worked on/with?
Osinachi: My most exciting project so far is “Anticipating” by Dumomithejig! Yeah I did that from top to bottom and I can’t wait to see the results. So I’m excited.
WTS: What are the main challenges you face when promoting musicians in the digital age, and how do you overcome them?
Osinachi: My major challenge so far has to be budgeting to meet the artiste’s needs. I understand marketing can be really expensive. It’s like banking on human and digital efforts for career desires on a very expensive cost. Most of them want crazy numbers with little budget.
I overcome this by laying it all out for the artiste, and tell them what we can achieve with the available budget at hand.
WTS: What advice do you have for aspiring musicians and individuals looking to work in digital marketing and talent management within the music industry?
Osinachi: Aspiring Musicians, you can get to the top. That’s Very Possible, just keep making beautiful Music.There are eyes and ears out there observing.
Then to Individuals, learn, hibernate, pray. I hibernate a lot, I learn a lot , I observe my surroundings, look for what’s lacking and learn so I can supply. I also learn more to strengthen myself and expand my supplies.
Never forget the Law of Diminishing Return – Keep Learning. Also for me, I feel everyone deserves one or two opportunities to achieve their dreams. And the first opportunity you have to get it yourself and the rest would be added upon . So never fail to identify opportunities around you.
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