The last decade has witnessed a technological revolution that has altered how music is made, distributed, and listened to. The industry has taken a completely new shape replacing what was known as the norm. Artists have turned to the internet to market and distribute their music thanks to the emergence of streaming services that do not necessitate a listener to download. The rise of social media has made overnight celebrities. This has led to some artists downsizing the role of music labels in today’s music industry. However, the unquestionable truth is that record labels are still significant and have a considerable role to play in the music industry.
L-Easy, a Nigerian singer and music producer, holds a firm conviction that music labels are essential and relevant in the industry. He comes from Port-Harcourt, a city often considered as Nigeria’s second-best Afro Beats talent hub. With over six years of experience, L-Easy has witnessed numerous artists grow to become global superstars courtesy of a record label. Burna Boy, the Grammy award winner, is one of the significant talents, among many others, to emerge from the city.
Formally known as Lucky Obibi Oghnechawuko, he is the owner of L-Easy Music Worldwide, a global record label based in Port-Harcourt, Nigeria. He has dedicated the label to be a platform for launching careers of talented people from all corners of the world. He believes that some people are extremely talented but need help just like he did to realize their full potential and make a breakthrough in the demanding music industry.
L-Easy’s label has two talented artists signed, Hitboy Kellz and Highlife Soes. The two talents are potential future stars, and L-Easy is committed to helping them actualize their musical careers. According to L-Easy, they remind him of his early days; he came from a hard background with only a dream, but needed someone to help him find success. Now that he can help someone else, he gladly does it and claims it gives him a sense of fulfillment.
Breaking into the mainstream is still very hard despite technological advancements. It’s a cumulatively expensive affair, and that’s why musicians need the backing and investment of a record label. Both the young and established talents need guidance on how best to maneuver in the industry. L-Easy considers record labels can not only discover artists but also nurture and promote talent, essential pillars to helping any musician make it big in the industry.
Brand management is one of the critical areas where musicians need a record label. Social media has made it easier for artists to connect directly with their fans, which can sometimes get out of control. L-Easy argues the only way to receive maximum exposure is through a professional record label. There is more to marketing than the standard social media campaigns. The archaic methods such as billboards, websites, and magazine features are vital to an artist beyond the online presence.
L-Easy is a dynamic singer and producer and loves to work with different talents worldwide. Check out his album ‘The Maturation’ and experience the fascinating cross-pollination of ideas and sounds.
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