Chioma Ugo-Nwachukwu, the esteemed founder and curator of Afrobeats Head, has left an indelible mark as a professional playlist curator, and staunch advocate for African music. Her unwavering dedication to curating a diverse range of playlists on various music streaming platforms has catapulted her to the forefront of the industry. With an unwavering passion for African music, Chioma utilizes her platform to shed light on talented artists, while creating a haven for unexplored musical talents within the African music scene.
At Afrobeats Head, Chioma’s exceptional curatorial skills shine through as she meticulously selects tracks from a myriad of genres, including afrobeats, afro-pop, and various subgenres that form the mosaic of African music. These thoughtfully crafted playlists not only captivate listeners but also transport them on a sonic journey, immersing them in Africa’s culturally rich musical landscape. Through her expert curation, Chioma not only provides a delightful listening experience but also presents invaluable opportunities for emerging artists to expand their reach and gain exposure to new audiences.
Chioma’s impact extends far beyond her playlist curation prowess. She is revered for her active engagement within the music community, particularly on the dynamic platform of Twitter. By spearheading insightful and inclusive Twitter Space conversations, she cultivates an environment where artists, industry professionals, and music enthusiasts can forge connections, exchange ideas, and delve into the latest trends in African music. By amplifying the voices of these talented individuals, Chioma plays an integral role in championing their work and driving the growth of the African music scene.
With an astute ear for emerging talents and an unwavering commitment to showcasing the diversity of African music, Chioma Ugo-Nwachukwu has earned the utmost respect within the music industry. Through the remarkable platform of Afrobeats Head, her passion and dedication continue to inspire countless others. Her curated playlists and engaging Twitter Space conversations serve as powerful catalysts for artists to shine and for music enthusiasts to discover the very best of African music. Chioma’s unwavering presence as a professional music editor is a testament to her enduring impact and unwavering dedication to the African music scene.
Below, we had the privilege of speaking with Chioma Ugo-Nwachukwu about her profound passion for music, the vision she holds for Afrobeats Head, and much more.
Could you share your personal journey and how you became involved in the Nigerian music scene as a playlist curator?
I never really planned to become involved in the Nigerian music scene as a playlist curator. It happened almost accidentally. Music has always been a part of my life, mainly American hip-hop and artists like Mariah Carey. However, when Nigerian music started gaining popularity and artists like Tiwa Savage emerged, I felt a sense of pride and began to appreciate Nigerian music even more. I was working as an entertainment writer and had a job, which focused on music. Unfortunately, I was laid off from that position due to COVID-19. At that point, my journey became quite chaotic. I had recordings of my radio shows from when I worked as a radio presenter in Sokoto, and I had planned to continue presenting in Lagos.
However, during auditions and interviews in Lagos, I received comments about my accent and how I sounded like I was speaking Hausa. Realizing that pursuing a career in video presenting might be challenging, I decided to give radio presenting another shot. Unfortunately, I had deleted all my previous recordings. Nevertheless, I applied to a radio show and hastily recorded a demo using my phone’s voice memo app. Although I didn’t get that particular job, it made me think about the value of having recordings as demos. I started to consider sharing voice recordings on my social media pages, similar to actors who have monologues on their profiles. After researching, I discovered the option of sharing voice tweets on Twitter. So, I began sharing voice tweets about the music industry, not with the intention of building a brand, but to have material to present if a radio station asked for a demo. Initially, I planned to call it Afrobeats Radio and envisioned it as a full-fledged radio venture. And that’s how my journey into the Nigerian music scene as a playlist curator began.
What inspired you to establish Afrobeats Head and develop a platform dedicated to showcasing emerging artists in the African music scene?
When I first established Afrobeats Head, I must admit that I was somewhat ignorant about the specific genre distinctions within the Nigerian music scene. In my mind, I initially believed that every music made by Nigerians fell under the category of “Afrobeats.” However, I later realized that hip-hop artists and others have their own distinct genres and may not necessarily identify with Afrobeats. Despite my initial misconceptions, Afrobeats Head remains inclusive and welcomes all Nigerian and African artists, regardless of genre. Whether they are creating Afrobeats, hip-hop, or any other style, as long as they are Nigerian or African, there is a space for them on the platform. I no longer discriminate based on genre and strive to showcase a diverse range of music. The platform celebrates artists from various African countries, with a particular focus on Nigeria, Ghana, and South Africa. I have learned and understand better now that not all Nigerian music is classified as Afrobeats, and I embrace the diversity within the African music scene.
What approach do you take when curating your playlists? What factors and standards guide your selection of songs and artists to feature?
When curating my playlists, I follow a specific approach based on different themes and categories. I have around four or five playlists that cater to various musical preferences. Some of the playlists I curate include New Music Friday, Man Crush Monday, Altè Tuesday, Woman Crush Wednesday, He’s Got Barz, About to Blow, and more. The songs and artists featured in each playlist are chosen based on their relevance to the theme, their talent, and their potential for popularity or growth in the industry. These factors serve as guiding principles for me, ensuring that the playlists I create offer a vibrant and captivating musical experience for the listeners.
Despite my initial misconceptions, Afrobeats Head remains inclusive and welcomes all Nigerian and African artists, regardless of genre. Whether they are creating Afrobeats, hip-hop, or any other style, as long as they are Nigerian or African, there is a space for them on the platform.
In the current scene brimming with talented artists, how do you ensure that you amplify the voices of those who are often unheard or overlooked?
When I initially started, my focus was primarily on showcasing well-known artists like Wizkid, as they were the ones visible to me. However, as I delved deeper into the Nigerian music scene, I realized that there were numerous talented artists who were often overlooked or unheard simply because they lacked visibility. I have a genuine appreciation for emerging artists, and I respect and value their work. I aim to amplify their voices and provide them with a platform to showcase their talent. Over the past couple of years, I have actively sought out and discovered many emerging artists who may not have the financial resources or marketing budgets to promote themselves extensively. My goal is to bring attention to these emerging artists and ensure that they receive the recognition they deserve. By including them in my playlists and promoting their music, I strive to provide them with the exposure they need to reach a wider audience and establish their presence in the industry. I believe in the importance of giving voice to those who are often marginalized or overlooked, and I am dedicated to supporting and promoting emerging talents in the Nigerian music scene.
What impact do you aim to make on the African music industry through Afrobeats Head? Are there specific goals or milestones you are striving to achieve?
While I didn’t have specific goals or milestones in mind when I started Afrobeats Head, my aim has evolved over time. Initially, my goal was simply to secure a job in a radio station, which I have accomplished. However, as I continued my journey, my focus shifted towards making an impact in the African music industry. Through Afrobeats Head, my primary objective is to amplify the voices of both established and emerging artists. I aim to provide a platform for all artists, regardless of their level of fame, and ensure their music reaches a wider audience. By featuring a diverse range of artists, I want to contribute to the growth and recognition of African music globally. I aspire to be a part of the exciting developments and advancements taking place in the African music scene. By sharing stories and experiences, I strive to shed light on important narratives within the industry. Ultimately, I want to play a role in the vibrant music culture of Africa and contribute to its continued success. Though my specific goals may have evolved organically, my overarching objective remains the same: to celebrate and promote African music and be a voice that tells the stories that need to be heard.
How do you utilize platforms like Twitter Spaces to engage with your audience and promote the artists you support? Can you provide insights into your strategy?
Utilizing platforms like Twitter Spaces has been instrumental in engaging with my audience and promoting the artists I support. Voice tweets and Twitter Spaces form the core of my strategy. From the beginning, I established myself as a “radio station on Twitter,” and I leverage these audio-based features to connect with my audience. Twitter Spaces allows me to host live audio conversations and discussions, creating an interactive and engaging environment. I invite artists, industry professionals, and music enthusiasts to join these spaces, where we can share insights, discuss music trends, and showcase talented artists. It’s an opportunity to amplify the voices of artists who might otherwise be overlooked and provide them with a platform to reach a wider audience.
Voice tweets have been another essential tool for me. By sharing audio updates, news, and commentary, I can convey the passion and enthusiasm I have for African music. It allows me to connect with my audience on a more personal level and create a unique experience. Recently, I had the privilege of hosting a Twitter Space featuring an artist named Guchi. She shared her inspiring journey of starting from an ice cream shop and being discovered by a record label owner. Such conversations not only inspire others but also shed light on the experiences and stories within the African music industry. While I rely on these audio-based features, I also ensure to engage with my audience through other means, such as written tweets and retweets, to provide a well-rounded experience. However, Twitter Spaces and voice tweets will always remain the foundation of Afrobeats Head as long as these features are available on Twitter. Overall, my strategy revolves around using Twitter Spaces and voice tweets to foster engagement, promote artists, share news and updates, and create an inclusive space for discussing African music.
As a curator and promoter of Afrobeats music, what challenges have you encountered? How do you overcome them?
As a curator and promoter of Afrobeats music, I have encountered a few challenges. The main one is juggling my 9-to-5 job with my passion for Afrobeats, which limits the time and resources I can dedicate to it. However, I see this as a short-term challenge, and I am actively making plans to eventually pursue it full time with a dedicated team and resources. There are also minor challenges that arise when working with artists and their teams, but they are manageable and part of normal human interactions. Being a woman in the industry brings its own set of challenges, such as the need to be conscious of gender biases and stereotypes. I sometimes find myself suppressing reactions or swallowing certain comments to avoid being labelled as emotional or incompetent due to my gender. It can be exhausting, but I believe it’s important not just for myself but for other women in the industry. I strive to handle these challenges with resilience and professionalism.
Could you share some success stories or breakthrough moments where Afrobeats Head has significantly influenced an artist’s career?
While I don’t have any major success stories to share at the moment, there have been some notable moments where Afrobeats Head has played a significant role in influencing an artist’s career. One such example is an artist named Cameo. He was featured on one of my playlists back in 2021, and later on, he collaborated with popular Nigerian artists Olamide and Spinall on a song. It was a proud moment for me to see an artist I had discovered and featured on my playlist gaining recognition and opportunities to collaborate with established names in the industry. Cameo also joined one of my Twitter Spaces sessions, further highlighting the impact of Afrobeats Head in connecting emerging artists with a wider audience. Additionally, I am closely watching the artists on my “About to Blow” playlist, as I believe that some of them are on the brink of significant breakthroughs in their careers. While I don’t have specific success stories to share yet, I am optimistic that in the near future, Afrobeats Head will continue to play a role in supporting emerging artists and contributing to their success. These moments serve as reminders of the potential influence and impact Afrobeats Head can have on artists’ careers, and I am committed to nurturing and promoting talent within the African music industry.
Being a woman in the industry brings its own set of challenges, such as the need to be conscious of gender biases and stereotypes. I sometimes find myself suppressing reactions or swallowing certain comments to avoid being labelled as emotional or incompetent due to my gender.
What advice would you offer aspiring Afrobeat artists seeking increased exposure and recognition?
I won’t provide any advice since aspiring artists often complain about receiving too much advice and feeling overwhelmed. Additionally, I have only been in the industry for two years and don’t consider myself qualified to advise others. However, aspiring artists should seek guidance from qualified professionals, who are experienced and respected figures in the industry. As a music lover who stumbled into this field by accident, I’m also seeking advice myself.
Lastly, looking ahead, what exciting projects or initiatives can we anticipate from Afrobeats Head? Are there any upcoming collaborations or events that particularly excite you?
I’m currently working on a highly anticipated project that will be publicly revealed in the next one or two months. While I can’t provide details at the moment, I’m extremely excited about it. In terms of events, I have a strong affinity for parties and believe that Afrobeats and parties go hand in hand. I envision organizing immersive and vibrant parties that encapsulate the entire Afrobeats culture and offer a 360-degree experience. Collaborations and significant projects are also on the horizon, so everyone should stay tuned for updates. While financing can be a challenge, I am determined to overcome it and ensure that exciting ventures become more accessible.
Check out Afrobeats Head on Spotify