In the past 10 years, Nigerian artistes have made an inroad into the entertainment sector of Canada, which has become one of the countries where Nigeria’s clout as afrobeat powerhouse is regularly showcased.

One of the forces behind the promotion of Nigerian music and artistes in Canada is George Omokehinde Peters whose company, Prince George Entertainment (PGE), has been a dominant promotional force.

Prince George Entertainment, founded in 2009, turned 10 this year. Peters, speaking recently went back memory lane to explain what inspired him to begin to take showbiz seriously as a business. For him, the eye-popping moment “was Wizkid concert in 2012 in Canada.”

On how he got grounded and flourished in the highly competitive showbiz industry, he offered an insight: “I had taught myself how to self-study; I did a lot of self-research to meet up with the market standards in improving show biz in all ramifications at home and abroad.”

He stressed the fact that he did not jump into showbiz by impulse, but rather cut his teeth by working and getting hands-on experience in a team of seasoned promoters.  “I had worked with a lot of people before I became independent. But I read a lot and discovered so many ways to improve and better the showbiz,” he stated.

Prince George Entertainment CEO still has a vivid memory of the first show organised by his outfit.  “It was in September 2016 that I staged my first show, a concert I singlehandedly put together, which was Olamide and his crew. It was massive, a total sold-out event,” he recalled.

He was upbeat about the rise and dominance of Nigerian music on the world stage. “Right now globally, Afrobeats has taken over, no comparison whatsoever,” he said. “Even other music acts want to collaborate with our Nigerian artists just because Afrobeats has taken over.”

Speaking from the standpoint of a showbiz promoter, the Prince George Entertainment head honcho reflected on what Nigerian musicians need to do to take centre stage in world music. “I believe if the modern and contemporary African artistes can come together in one accord to fetch that which belongs to us as Africans through music and culture, like the unprecedented end-war saga in which everyone came together and stood their grounds in one voice,” he mused.

On dealing with Nigerian celebrities and taking them abroad for shows, he said, it is not easy work. “It has not been easy, to be honest. A lot has to be factored in to make it worthwhile,” he noted.

Whilst Peters spoke of “many” unforgettable encounters, he refrained from being specific but rather concluded cryptically “of course and that’s why is called a showbiz.”

Prince George Entertainment, he stated, likes working with artistes with good and reliable management. His list included the likes of Olamide, Timaya, Wizkid, Burnaboy, Flavour, Falz and Diamond Platnumz from Tanzania. Others include Korede Bello, Dj Big N, K1 D Ultimate, Pasuma, Ycee, Adekunle Gold, Small Doctor, Oritsefemi, Kenny Blaq, Akpororo, I Go Dye, Bovi and Woli Agba to mention but few.

On a personal note, he mentioned the trio of Olamide, Timaya and King Wasiu Ayinde Marshal as his three favourites.

Of the changes he looks forward to seeing in the Nigerian entertainment industry, Peters said: “Togetherness is the bond for me. All artistes coming together as one without hidden agenda will be a key change.”