Chimaobi John
We can start with a truism: the music industry has seen significant change in the past few decades. This means that formerly dependable organisations, such as record companies, have vanished into thin air. For some, this consequence is cause for celebration. For Johnel NG and Nnamani Grace Odi of Nnamani Music Group, a Nigeria-based label with myriad Lagos ties, this simply encourages innovation and a changing of roles on their part.
“Whatever a modern record label has become, we’re that. We do it ourselves,” Johnel said.
The two siblings (a word they both emphasize in discussing their business venture) formed Nnamani Music Group with their comrades Williams Emulo and Christian Obianyo a few years ago (unofficially) with the mission to help their friends in music navigate the changing industry. Johnel says he got into the business after going on a campus tour, and wanting to help out his friends in any way that he could.
Existing in a nascent form since late 2023, NMG’s mission depends on the artistes and the record that it’s working with. “We don’t do the same thing for all our artistes, and we don’t do the same thing for all our records,” Johnel said, when asked to describe NMG’s vision. Although Nnamani’s indie aficionados will recognize many of the artistes who have worked with the label (Daine Steele, Morgan Mowinski, Gusty Guy and Amiccella, among others), Grace, Johnel and their partners remain in a background role, willing to learn any facet of the business in the interest of helping their artistes. (Grace is blunt when she says that she doesn’t like to involve the label in booking, but she also says that NMG is willing to go that route if it means its artists will benefit.)
NMG has made headway in the Johnel’s scene in addition to working with local artistes. The Nigerian label and brand offers A&R, marketing, sync licensing, and publishing services. In discussing his label’s role with this year’s Press, the company boasts strategic alliances and ventures under ONErpm Distribution. It was initially designed to act as a platform for independent African and international rights holders.
What’s next for the upstart label? Johnel is optimistic that good things would continue to come, especially since NMG is planning “an aggressive release schedule” for the year, with projects being released every month.
“My business card says ‘Quarterback,” Johnel said with a laugh. Although the title may be a joke, his label’s commitment to helping bands negotiate an unsteady industry is far from light hearted.
