By Ayo Onikoyi

UK-based Nigerian entertainment promoter and Chief Executive Officer of Baron Inc,  Olamide  Baron truly has a reason or two to declare himself the most active music promoter in Europe, having traversed the length and breadth of the continent with African/Nigerian artists in tow.

In this short interview, the thoroughbred showman talks about the pros and cons of show promotion with an insight into the functional dynamics of the music industry.

What’s the most difficult part of being a promoter ?

You invest thousands of pounds and lose it all …. That’s the heartbreaking part. Other things are the common business risks , hardwork and hazards.

A lot of promoters have received much criticism with the way they handle the business, what are you doing differently to stay ahead of your game ?.

Well, for me. I take business as business.

I keep to contract and ensure my artistes are happy. Sometimes,  I go out of my way to deliver the best experience. Putting the artists first is a quality I possess although it doesn’t pay dividends always but I’m proud of myself regarding that and it has been my winning formula.

You seem to be the hottest brand at the moment as far as afrobeats promotion is concerned. How did you get here and what are we expecting from your company in the coming years ?

Consistency and Perseverance are Key. It’s not easy staying on course, especially in an industry with lots of challenges like ours. The fact is that at the moment, I am the most active and consistent promoter in Europe. And I owe this to my hardwork and my ability to spot the next big thing in the industry. I invest a lot in potential stars and that pays off very well.

Who are the artists you enjoy working with and who are those you look forward to working with ?

I have worked a whole lot. I can’t start with the names , we might not leave here today. However,  I enjoy working with BNXN, Kizz Daniel , OMAHLAY , Zlatan and Mayorkun.

How difficult or easy is it for an artist to get onto your radar for business or promotions ?

Just make good music,  promote yourself as much as you can and be active on social media. I will notice you.

Would artists who aren’t in the top tier of the music market, who aren’t expected to sell as much, have a chance with you to promote them or do business with them ?

Sure, I work with them a lot. That is the major change I bring. And by working with them, they become bigger and we all win.

What changes do you see coming to promotions in general and how does Baron Inc. plan to react to those changes in a competitive environment ?

Well, Everything is changing in the world. Very soon artistes wouldn’t need the help of promoters to set up shows any more. We are working to create channels to make that possible by creating virtual assistants to organise shows without having to lift a finger literally.

Who are your Top 10 Favourite Artistes ?

Davido , Kizz Daniel , Buju , Seyi Vibez , Shallinpopi , Young Jonn , Zlatan , OMAHLAY , Asake

Who are the Top 5 Artistes you Know will ‘blow up’ soon  ?

-Magixx , Savage , Lade , Vhene & Nathan Jae

Who are your favourite entertainment executives ?

I will say Don Jazzy , Bizzle , Shopsy , SMADE , Olamide and a couple of others

Who are the artists managers you love to work with ?

Dapper , Bayarn , Samphrank , Folu and a couple of orders

Any last word or shout out?

Shout out to all the brands working with us, my team, venues, artistes and Management. Plus the co-promoters. They all made us who we are