9ice Talks About His Music and Political Ambition in 2013 and Beyond
For instance, while a lot of music lovers
would attest to the fact that his hit single, ‘Gongo Aso’ changed his life forever
on the strength of its rating as a monster hit; many might not know that the same
album fetched him not a kobo more than N4million. “Gongo Aso was sold for
N4million,” 9ice confirmed.
Also, ardent followers of his musical
progress would easily testify to the fact that Gongo Aso was trailed by the
release of his next album, ‘Tradition’ and what followed was a double album,
‘Bashorun Gaa’ and ‘Versus.’
Ironically, how many people are aware that
while the tradition album was sold for N10million, the double album, ‘Bashorun
Gaa’ and ‘Versus’ was sold for N50million?
“At the last check, ‘Bashorun Gaa’ and ‘Versus’
were sold for N50 million; a huge improvement from Tradition that was sold for
N15 million and ‘Gongo Aso’ that was sold for N4 million,” 9ice reaffirmed.
It was therefore interesting to engage the
singer at a chat when Simply SAMAD
caught up with him at an event in Lagos State and after a couple of playful
jabs, he got down to the business of revealing his musical plans for 2013, his reasons
for keeping his political ambition alive and other interesting details.
Still basking in the musical euphoria of
series of singles like ‘Oba Won’ and ‘Get It,’ he recently released, he took on
an animated countenance when asked what his fans should look forward to in
2013.
“They’ll get to see much more from me and
the album is coming out.”
Would it surprise you to find out that
9ice’s next album is another double album? Well, you can shed the robe of
surprise and adorn that of anticipation as 9ice revealed that he already has a
title for the forthcoming double album.
“Yes the double album has a title already.
They are Galvanizing Right Ahead (GRA) and CNN. I released the video for the
song ‘Attitude’ on my birthday; January 17.”
Many would remember that 9ice political ambition started out as a whisper but today, he has become emboldened by his drive and passion to occupy a political office such that he has even set a fixed date to officially launch that phase of his evolving career.
“Yes! I’m going into politics in 2015; not
now,” he enthused.
9ice understands the place of education in
life regardless of one’s individual career choice or aspirations and it was on
this note that he set out to study courses that he considered relevant to his
not-so distant callings.
Prior to his break in the entertainment
industry, 9ice was forced to drop out of school for lack of funds but has
succeeded in securing a degree in Public Administration at the
Minneapolis-based Capella University.
In addition, he presently has a degree in
Criminal Law in preparation for his political ambition in 2015.
9ice has since announced his plan to contest
for the House of Representatives in 2015, but is yet to mention the state or
political party under which he would contest.
Away from politics and his agenda, we
decided to ask after his son, Zion; whose mother remains none other than the
trendy Toni Payne and his response was fluid and calm.
“Zion is fine,” he answered.
The temptation to ask 9ice if Zion was
going to get a brother or sister in 2013 was too strong to fight and so, we
asked the ‘Photocopy’ crooner and his reply was neither in the affirmative nor
was it in the negative. “God knows best,” he said with a smile.
As an artiste ranked as one of the most
talented artistes to come out of Nigeria, it was interesting to find out what
advice he had for up and coming artistes especially those keen on making a
serious career out of music.
“Always learn from those who were there
before you. You also have to study and understand the music industry. You also
have to ensure that you bring a lot of talent and originality to the table and
the sky would be your limit,” he said.
While it might not be news that 9ice is
ranked alongside musical heavyweights like 2Face, Asa, P-Square, and other
A-list acts, what many might find a bit staggering is the dearth or even total
absence of international collaborations from the singer.
Of course he has teamed up with the best
Nigeria has to offer musically but the same cannot be said about his international
collaborations and there was no other way to go about it than to ask him if it
was purely a case of him not being interested in international collaborations.
“There are a lot of people that I really
want to work with…”
So then who are these artistes that 9ice
has his sights on and plans to work with when the time to do so comes?
“…like Beyonce, Brandy, Alicia Keys and a
host of others but the most important thing is not just working with them;
rather you should ask yourself – What new thing are you bringing to the table?
What are the new things you want to do with them beyond merely recoding
‘another’ single? What part of them are you trying to show to the people?
That’s what I want to do.”
His female fans have always remained a very
integral population of his fans but how does he cope considering the fact that
their numbers have continued to soar over the years?
“I have been coping with them for the past
three years and I’m getting to understand them better.”
Those who understand the musical structure
of 9ice would know that he has his own record label christened ‘Alapomeji
Records.’ This category of individuals would also know that under this label,
9ice has a number of artistes he signed - some of whom include Seriki, Wise,
Seriki, Snow and Ajayi Brothas.
Since 9ice and his long time manager,
Oladeinde Fajana parted ways in 2012, we were curious to know if Fajana’s exit
marked the demise of Alapomeji Records in any way and he had this to say:
“Yes it still does exist. It’s still
‘Alapomeji Records all the way and I have Seriki. I have Kayefi, Wise, Snow…
They’re all still with me.”
9ice has quite a number of very talented
acts in his label and one that stands out for his originality, creativity,
rhymes and consistency is ‘Seriki.’
It has therefore been debated in public
circles why 9ice has failed to do with Seriki what Banky W dide with
Wizkid before they parted ways.
On this issue, the Alapomeji Boss had an
explanation and it went thus: “I believe there’s time for everything. EME is
able to do so much because they have funds to work with. Like I said, there’s
time for everything. If you push an artiste who does not understand the music
industry too hard, he might as well just get there and some crashing down. I
believe the artiste has to learn first. He must understand how the industry
works so that when he gets there, he would know what to do.”
9ice, a south-westerner who hails from
Ogbomosho in Oyo State but grew up on the streets of Bariga returned to the
issue of his hit single, the album, ‘Gongo Aso’ and the unfortunate fact that
he was unable to sell the album for anything beyond N4million.
“Gongo Aso was very popular but the money
wasn’t coming in. Tradition made more money than Gongo Aso. The truth of the
matter is that pirates were really at work on Gongo Aso. The song was just
everywhere but we just didn’t make money from it. Gongo Aso made $100,000 from
online sales.”
He however noted that the music industry
had gone through a lot of positive changes, which would benefit Nigerian
artistes in the long run of things.
“The music trend is fast changing now. We
now have a situation where we’re making a whole lot of money from record sales
compared to the days when it was all about the number of shows you would do.
Back then, it was normal to have as many as four shows in a single night.”
Speaking a bit more about his political
plans, he reiterated that his decision to study Public Administration was as a
direct result of his plans to delve into politics.
“Politics has always been a part of me
since I was young. In the community where I was raised, when you see a
councilor or Local Government Chairman and you realize that this is someone you
have never seen before. He would most likely have occupied that position for
about 4 years and then it dawns on you that he has done nothing.
“As I grew older, I began asking questions.
I asked how much it would cost me to provide water for my streets and I was
told it would cost me N120, 000. I realized that many of them were just not
ready to do anything. What stops a Local Government Chairman from taking N1
million and providing something important for the community. They make it seem
so hard. I don’t believe we need an alien to effectively govern the people or
provide for them.”
Of course he has role models and mentors
but wouldn’t reveal their identity just yet. He however, hinted that the
presence of such figures remain invaluable.
“My ambition is to serve in the House of
Representatives. I have political leaders that I’m learning from. You have to
be a part of them to understand exactly what is going on in there. After you
get the education, then you have to learn from those who were there before you.”
Reminiscing on his incursion into music,
9ice recalled how he started out as a Fuji back up artiste, then a rapper and
then eventually morphed into the brand of music that has become synonymous with
9ice today.
“I knew for a fact that I had to do
something that was very different if I was going to stand out from the crowd.
This was not an industry where I was the first. There had been several talented
artistes already in the game before I stepped in. I deliberately tapped into
the Yoruba adages and culture and was hoping that my music would appeal to the
elderly members of the community. Eventually, things worked out even better than
I had anticipated. All thanks to my grand mum and the wealth of Yoruba adages
in was able to pick from her.”
From his single, ‘Little Money’ released in
2000, 9ice recalled how other things followed and how quickly they did.
“I did Little Money in 2000 - 2 Shotz loved
the song so much that he came to the studio and we ended up with a
collaborative effort titled ‘Make Dem Talk.’ Ruggedman liked what came out of
that and we came together to do ‘Ruggedy Baba.’ So many others followed.”
Till date, 9ice often wears the unofficial
title of Bashorun Gaa and those familiar with the story of legendary King would
remember the tragedy of his death. Is this a part of the legend 9ice would want
to share?
“Because Bashorun Gaa died the way he did
does not mean every other Bashorun Gaa would end u the same way. It doesn’t
mean I’m a bad person. I consider myself the Bashorun Gaa of the music industry
and for anyone who wants to prove me wrong or oppose me, kindly step forward
and let’s see how far you can run with it.”
9ice got his first break at the March 2008
edition of the Hip Hop World Awards held in Nigeria and won the Revelation of
the Year award and the Best Male Vocal Performer.
A month later, at the first SoundCity Music
Video Awards, 9ice was nominated in the category of Best New Artiste and his
biggest single till date remains ‘Gongo Aso.’
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