By TOFARATI IGE

Esther Quist is a delectable Ghanaian lady who has bigger dreams than her size would ordinarily lead you to believe. A triple-major graduate of Computer Science, Business Administration and Psychology from a university in Poland, she has set aside her degrees to manage a blossoming artiste management company, Red Nation. In this interview, she speaks more about the label and the music industry as a whole.

How did music come about for you?

I’ve always loved music since I was a kid. However, whilst in Poland, they have a very vast music background, so I used to attend operas, music nights and other such programs. Because of that, my love for music grew.

I must also mention that I’ve been a member of choirs, and I’ve also taken voice trainings as well.

Esther Quist

I later got to meet a music mogul in Poland, and that was a breakthrough for me. I got to work with his label, to see how things are run in their studios, and that’s where my background in professional music comes from.

At the moment, I live in Nigeria, and I’ve decided to stay here for a while.

Lessons learnt in Poland?
I realised that there is a difference in how black people and white people make music. The process in Europe is much more painstaking, and they generally make music that would appeal to people of all ages.

How did you get to Nigeria?
My parents decided to come and live here, and I had to move with them.

What is Red Nation all about?
Red Nation is an artiste management outfit. We engage in management of artistes; grooming them, and taking them to the high levels of their careers. There are a lot of really good talents out there, but there’s no one to groom them; that’s why we’ve decided to step in.

When I listen to some songs, I can see that they’re not well-done. Again, I once escorted a friend to a music studio, and I wasn’t satisfied with how they worked. Before you know it, I was directing the producer and engineer as well, on how to better carry out their jobs.

We also have connections and agreements with some foreign-based record labels that we’ll be working with to get international deals for our artistes.

Are there any artistes signed on to Red Nation?
No, not yet. But we have our sights on some talented people out there.
Another thing I can tell you is that our services such as studio time and managements are relatively affordable. At least, they’re cheaper than what currently obtains in the industry.

Thoughts on the way the Nigerian music industry is presently structured?
People are actually pulling their weight, but I’ll like a situation where people can turn to music channels and get valuable messages. I’m advocating for more content in our music. It shouldn’t always be ‘commercial’ songs that often pass no messages. Voice trainings are also very important for all artistes and that’s part of what we’re bringing to the table.

Challenges faced running Red Nation?
Starting up can be quite difficult in terms of securing finances. Getting people to believe in you can also be quite cumbersome. Naturally, people prefer to go to more established labels that have been in the business for a longer time. However, I believe that those challenges are part of starting-up a business and running it successfully. I’m comfortable knowing that I’ll get somewhere finally.

How do you intend to get people to believe in you, instead of the big cats?
I have noticed a lot of raw talents out there, because I’ve gone in search of them. You see some of these people performing for free at weddings and concerts, but they can rise to fame if they are groomed properly. That’s what we intend to do.

People you admire in the industry?
There’s one person that has stood out for me, and that’s Olamide (Baddo), who owns YBNL. Even though he sings in Yoruba, which I don’t understand, but he has a uniqueness which I love. No matter what he does, he’s always unique.

As a producer, which artiste would you like to work with in the studio?
There’s an artiste called Doxy. People don’t really know much about him yet, but I’ve listened to some of his songs, and I can tell you that they’re really good. Even though he’s more of a rapper, his songs carry lots of messages that people can learn from.

How do you intend to survive the sharks in the industry?
I’m not competing with anyone. I’ll just do what I do with the artistes that’ll come my way, and let the works speak for themselves.

As a Ghanaian, why did you choose to site Red Nation in Nigeria?
I like Nigeria. I’ve travelled a lot, but Nigeria will always hold a special place in my heart. In fact, I don’t think I can go back to my country now.

Who are your favourite artistes?
Phyno, Tiwa Savage, Yemi Alade, and a host of others.