Description
This episode of Afrobeats Intelligence is powered by OkayAfrica, the pulse of African culture, and presented by Martell.
In this episode of Afrobeats Intelligence, Joey Akan sits down with veteran artist and longtime friend of the show, Dr. Sid.Dr. Sid reflects on his journey — from choosing music over a ₦45k/month job in 2005, to finding his sound with Eldee, joining Mo’Hits, and beginning his creative partnership with Don Jazzy. He breaks down the making of key records like “Ten Ten” (his transition from rap to singing), “Close to You,” and the hit “Surulere,” while sharing lessons on understanding hits versus misses, the role of gatekeepers in the industry, and the mindset required for longevity.He also discusses his pivot into gaming and knowing when it was time to evolve.
0:00 - Intro
2:04 - Leaving a mark on the culture
4:22 - Music industry being about self
5:43 - Being a backup dancer/choreographer
7:53 - Hindsight
8:49 - Adjusting to being an artist
14:08 - Finding your voice
17:11 - Trust
20:06 - Believing in Don Jazzy
27:06 - Success/hitting your stride
28:16 - “Surulere”
30:03 - Duds & misses
34:39 - What did success teach you
35:59 - Music and technology
37:18 - Independent vs. major labels
39:26 - Nigerian “fake it till you make it” mentality
41:19 - AI & music
43:48 - When to make a pivot
48:11 - Making money in the video gaming industry
52:23 - Kon10dr (Contender) Legends League
53:35 - Transferring learnings from music into gaming
55:10 - Music is an exchange
56:15 - “Pop Something”
59:48 - What music means to you now
1:02:04 - Gratitude
1:02:56 - Legacy
1:06:29 - Credits
Discover more about Martell’s journey with Afrobeats: https://www.martell.com/en/martell-afrobeats/
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