TEMITOYOURSCREEN’S TRAILBLAZING ADVENTURE: From Humble Music Lover To Visionary Entrepreneur With Discovery Deck!
Written by: Tinuola Ogunyanwo
‘… I was always that kid in class writing lyrics, discussing artist lifestyles and deals, sneaking in my iPod …’
I was also that kid, the only difference was a no-show i-pad and a notebook where I wrote down lyrics of new naija music.
But this interview isn’t about me
I’d like you to meet someone;
I’m talking about Temitope Olowo-ake, better known as Temitoyourscreen, who is the founder of Discovery Deck; a platform for undiscovered and emerging Nigerian artists.
When did you know you really liked music and wanted to be a part of the industry?
Music has always been a part of my life, so I can’t pin point when I started appreciating it. I was always that kid in class writing lyrics, discussing artist and deals, sneaking in my iPod
Eventually, as I grew older, I started taking a lot more interest in the things that happened behind the scenes, made friends with musicians, saw things from their point of view and had a bit of an understanding of how the whole process worked. Deciding to be in the industry came in a lot later, the Industry had always seemed like a crazy place to me [it still is].
I think what gave me a bit of confidence was discovery deck and my MBA course. As I’m not the one to jump into things without having a clear understanding of what I’m doing and what I want to achieve.
You mentioned Discovery Deck as one of the things that gave you confidence to fully be in the music industry, how did DD come about? Can you tell me how the journey began?
It seems everyone has had enough of me explaining how the deck was created
The idea of sharing my talents with the world and spicing up everyone’s music libraries came to me as a necessity. And, that’s what I did. From tweeting about these songs and artistes, it evolved into a whole platform. In two years we’ve grown and are still expanding, but you know what they say, the rest is history.
When you started the deck, did you face any challenges? What were those challenges?
I didn’t. People really liked the idea and flowed with it. It was great building a sort of community willing to give emerging creatives a chance.
https://instagram.com/discoverydeckng?igshid=YmMyMTA2M2Y=
Did you have any difficulty as a budding female A&R?
At first, I experienced the usual African parents drama of going out late to events and camps. Asides from that, I don’t think there was any thing else that hindered me from expressing myself as an A&R regardless of my gender. If you want something, you go for it and try to achieve your goals despite all odds. It’s just how the world it’s, no one is waiting for you to bloom.
Speaking of how competitive the industry is, would you say Discovery Deck served as a ‘stepping stone’ for you?
Yes, I would say so. Remember when I said, I didn’t jump into anything without doing proper research. Well, discovery desk gave me the insights to further drive my ambitions and explore the industry to the fullest.
Let’s talk about the artistes on the deck, and off the deck actually… There’s a ton of emerging/undiscovered acts in Nigeria. Is there like a yardstick for being on the deck? What are the factors you use to choose songs/artistes on the deck? Do you also consider if the audience would like it? Or once you think the song is really good, boom, we’re putting it on the deck?
Being on the deck is quite simple, have a great song that we think can compete in the industry. If your song writing, production and delivery is on point, then nothing’s holding you back. Because we deal with emerging acts we try to lower the bar a bit since most of our acts are going through a creative developmental period. But, if you deserve to be on it when we listen to it you will.[a2] Nobody cares about your audience, that’s why it’s discovery deck. All that matters is your talent.
We have 5 songs per episode and it seems like oh there’s a lot of emerging acts it should be easy getting in. But it’s discovery deck for a reason. What separates us is the quality of these songs. They’re selected so the audience can go “wow! This is better than mainstream music”.
That’s the beauty of being an A&R
This is what makes selection process seem hard.
Although one might think it’s easy, there’s a lot of talent in Nigeria but most songs we’ve been getting still sound very uncompetitive and the artistes sound like they still need a lot of improvement.
From the time Discovery Deck started, would you say there’s a difference between the kind of music the underground/emerging artistes then made and the ones we have now? Let’s even forget DD, the type of sound made then and the one the ‘Gen Zs’ are making…cos I feel like everyone’s trying to come with a new sound
I feel competition has really stepped up regardless of discovery deck. There’s a lot of great sounds that have come out in the last 2 years. We still have generic artists but there’s a great rise of artistes owning their shit and doing original music. Which is great cos I think that is one of the things that make you special and stand you out as an artist
If you could work with two ‘big names’ in Naij, who would that be?
Two big names in Nigeria
Definitely Burna Boy, his team really understands the business side of things and how to focus on the right energy and keep it moving.
Then, Blaqbonez
He might not be ‘big’ enough but he’s solidified his place in the industry. It’ll be very fun working with him cos what executive doesn’t want someone that makes their work easier?
Final question, any advice to people who aspire to be Music executives?
Be intentional. Make sure you’re really interested in music it’s one of the hardest jobs out there. You need to be innovative, up to date, patient and knowledgeable.
Keep learning, it never stops. Take care of your mind and body, listen more than you blow your horns, and network.
Follow Temi on social media here.
