By Efe Onodjae, edited by Ayo Onikoyi

Renowned Nigerian record producer, disc jockey, and songwriter, Sunday Ginikachukwu, professionally known as Masterkraft, is set to revolutionize the music industry with his latest endeavour, the Global Breakout initiative.

In an exclusive interview with Vanguard’s Potpourri in Lagos, Masterkraft unveiled his ambitious plan to provide a platform for emerging artists to catapult into fame.

According to him, talented artists with a fanbase in their various social platforms but not known will break out into the world of fame, with him making at least 3 music video songs for selected artists. He also noted that there are criteria for the auditioning, but talent. 

He said; “I am using a platform with a few partners to create what we call the Global Breakout. It’s a platform where we gather a large number of talented individuals, mentor them, record their performances, and produce songs for them.

“Our goal is to introduce the next generation of superstars to the world. Currently, we’re working on starting up the press work and website for those interested in auditioning. We plan to launch these in the next two weeks and then proceed with the production camp.

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“There are no specific criteria other than talent, but as I mentioned, it’s called the Global Breakout because it’s an avenue to help individuals who have been working but haven’t had the chance to break out. We’re primarily focusing on music, but beyond that, we’ll also consider the person’s influence on social platforms and their ability to gather a fan base. These factors will give us an advantage in marketing whatever we invest in them”, he said.

On their reward, the notable producer said, “Their reward is the privilege of securing a proper distribution deal while their songs will be distributed across all platforms.

“We’ll also produce at least three professional music videos for them. Global Breakout isn’t just about making someone sing and giving them a car or 10 million; it’s strictly for those who are exceptionally talented. We’re giving them the opportunity to be seen so they can become anything they aspire to be

“The Global Breakout initiative differs from my record label. Global Breakout is an initiative I’ve conceived, but its execution wouldn’t be possible without the help of partners. It’s a way of acknowledging and thanking those who support and nurture the younger generation, without being too conservative or self-centered. It serves as a distinct outlet”.

Speaking on the continuity of the platform, he added that the continuity depends on the progress. “We hope that it will be continuous, but at this time, I’m not necessarily focused on its sustainability. My primary focus is on ensuring the success of this initiative so that talented individuals can break out and thrive internationally. While I haven’t set a specific number for auditions, I won’t select more than nine winners. Only nine people will emerge victorious, and they will receive heavy marketing support.

Additionally, drawing from my experience as a music producer, I’m not solely aiming for advertisement. For instance, if the project succeeds and gains traction, the winners may attract attention from other labels interested in signing them. It’s an initiative led by me- Mastercraft, leveraging everything at my disposal and involving my network to propel artists forward. Given my global network of friends, there’s a possibility that some of these artists may attract interest from elsewhere, hence the term ‘Global Breakout’”.

Giving motivation behind the initiative, he added that it has been a long time dream. “I have envisioned this global breakout for many years. Sometimes, as an individual, I can only assist one person at a time. So, instead of signing one person at a time, I asked myself, why not create something as a collective? All it takes is to promote unity. Back in the days when I was growing up, there were groups like Bracket, Plantation Boys, and Psquare. However, in this era, everyone seems to want to go solo, which inspired my vision for a global breakout.”