To a large extent, it is safe to say that Emmanuel Appiagyei, known professionally as “EMAPPIAGYEI”, has seen it all. During the past few years of his career, he has emerged as one of Ghana’s most prominent and success-driven Music Executives and Brand Developers. Very passionate about the growth and development of artists, and the integral parts of the music business, Appiagyei is proficient with all the necessary expertise of one with years of industry experience, and you can tell from his diverse portfolio.
Appiagyei kick-started his career by working tirelessly to gain a footing in the entertainment space. He soon became the president of 2131Clubs UPSA Chapter, spearheaded by one of the refined media moguls, Jay Foley, and then, he worked as a marketing executive assistant at Ultimate FM, an urban radio station in Kumasi.
Now an A&R and Marketing Manager at Crux Global Music Distribution, with impressive track records of music rollout campaigns under his sleeves, and Country Music Manager at Mdundo Music (Ghana), Appiagyei has had a hand in the success of several established and rising Ghanaian artists.
As a creative entrepreneur at heart and also having a soft spot for the music business, he founded Menorah Groupe: a conglomerate of diverse businesses which includes VVOICEHUB, a tailored media agency focused on spotlighting unheard music talents from diverse backgrounds. There’s also EMPCREATIVES, a 360 marketing agency that operates differently from the rest, and FLOWRHYTHMZ, a music performance platform that provides an avenue for emerging artists.
Although Appiagyei’s name might not be recognizable to casual music consumers, his reach, however, is long, even beyond the borders of his native.
We sat down to talk with Emmanuel Appiagyei to learn more about everything he does, finding balance as a serial entrepreneur, and many more.
What is a typical day in your life like?
Uhmm …. my typical type of day? You’ll always find me online looking for knowledge and information centred around the music business because I solemnly believe in staying ready and catching up ahead of time within my niche of craft.
How did you get started in the music business?
I started this career in music when I was working at the radio station. Then I worked in the marketing and event department at an urban radio station in Kumasi, Ghana. I was the apprentice for one of these news radio moguls and in a way, I learned some things while serving under him. So I just thought it wise to start something on my own. But then, most of the things that I know now are strictly self-taught and self-developed.
All the information that I search on the internet and everything that I watch on YouTube are things that are used to run my business. Although I studied marketing at the university, I’ll just give all the credit to the internet because it has helped me more. There’s no limit to what you desire to know in this era of our time just because the internet has made it all possible.
Was working at the radio station the first job that introduced you to music and did you enjoy working over there?
I would say yeah at some point. Drafting events proposals, contacting artist managers for bookings, designing event cover arts, and handling other music-related tasks, contributed to the growth stage. Worth the time, you know. The hands-on experience and knowledge of how corporate institutions operate were something that I would say I am thankful to adapt. And one thing for sure that I’ll never forget is meeting all kinds of people at the workplace. One selfless man who made sure everyone was feeling with his kind gestures. Such a Great Man, Mr. Daniel Aggrey. The actual starting point of my career professionally was the moment one of the emerging artists from my demographic had his breakthrough from the initiative that I curated with like-minded creative individuals, Flowrhythmz. This vision manifested later on after I had parted ways successfully with the radio station.
Who are some of the successful artists that you’ve worked with?
Urrrmm … a couple of them you know. Starting with Eugy, I co-assisted in handling his project Homerun EP. Proceeded on taking very good care of the rollout release of Darkovibes’ recent project “Je M’appelle” which features one of the successful artists from Nigeria, Davido. Curated the marketing plan and made sure all the activities centered around the release of R2Bees album Back 2 Basics were successful. Currently, co-assisting in handling Camidoh’s new projects and everything around him and at some point, running the Ghana promotion campaign for Tiwa Savage’s Water & Garri EP. Work is still in progress and there’s more to do. But I know for sure someday, I’ll handle major projects and artists from big labels like Sony Music, Columbia Records, Warner Music, etc.
What do you think makes a song a hit?
At first, it used to be good lyrics, good compositions, and good instrumentation but right now, everything has changed. Even the creative direction of your art can contribute to the popularity factor of getting your songs out there. But there are a few things that you shouldn’t forget, good vibes, proper brand image, and a great marketing plan. On a daily basis, there are a bunch of curious music consumers out there fishing out for new content around your craft, and you should also put in mind that not everyone will accept your sound and that’s a rare fact. But you must always stay positive, accept critics and keep on perfecting your craft.
What was the major goal for creating the Media Agency VVOICEHUB?
The main inspiration behind the tailored media agency focused on spotlighting unheard music talents from diverse backgrounds VVOICEHUB is because I solemnly believe every great talent deserves the chance to portray what they have to the world. But it’s rather unfortunate that you have to cross a lot of hurdles on your growth journey. African music lately has been an extensive major contributor to the music world, and we love to see the growth of this evolution.
How has VVOICEHUB maintained its philosophy?
I remember at some point, we shed light on one of the biggest artists coming out from our demographic back then namely Black Sherif, honestly speaking, that gentleman was really up to something good that nobody paid attention to earlier on. But here we’re now. We’re in the first phase of growth of this brand, and that’s the artist spotlight. It’s our earnest desire to connect most of these great talents spotlighted on our platform to big record labels like Sony Music, Warner Music, Universal Music, etc. Fun fact; there are a bunch of A&R’s, Music Executives from these labels keeping an eye on the brand already. We’re patiently waiting on a better time to build a strong bonding relationship.
With everything that you do, how are you able to stay organized?
It starts with the mindset. Be disciplined enough, Put in work ahead of time, stay true to yourself, mind your business, don’t be everywhere, and lastly, involve God in all your doings because he is the surest plug.
With your experience, what tips can you give to artists and new people who want to be successful in the music business?
For individuals craving to be a music executive, you must learn to be patient enough in all aspects of life, have a tough skin, work on your brand image, research more on value-added information that artists can benefit from, make sacrifices, and seek more of God’s Grace. And with the artists, would you sign yourself if you were to be a record label? If not, then seek help and knowledge on how to better your craft from professionals. Talent is not enough.
