Tinie, today a multi award-winning singer, with two best-selling
albums and two UK number one singles under his belt, was back in 2003 an
unknown 14-year-old Londoner just beginning to try to make it as a
performer.
Dumi, the son of a family friend, and then 20, was at the time starting out in music management.
He says that after first hearing Tinie rap he immediately tried to persuade the singer to sign with him.
Tinie, whose real name is Patrick Okogwu, agreed, and the two started out together on the road to stardom.
Yet
with the rapper not getting a record deal until the end of 2009, it was
a long six-year journey, often with little cash along the way.
Dumi, now 32, says: "Tinie has always been a great performer, but as
his manager I needed to boost his profile, such as him being seen in all
the best clubs, and meeting all the right people.
"So we'd go
together to nightclubs, and only have £20 between us. We'd stand there
together, not being able to afford to buy a drink, and hoping that
no-one would ask us to buy them one, because we just couldn't afford
it."
'Street credible'
Dumi,
who like Tinie hails from south east London, was at the time also
continuing a degree in sports science at the University of Greenwich.
A
keen lover of urban music himself, he had tried to forge his own career
as a rapper, but says he ultimately realised that his voice wasn't good
enough. Instead, he decided that he would be better suited as a music
manager.
So while finishing his degree, to make sure he had a different career
to fall back on if he needed to, he says he started to study all he
could about music management, via the internet and by buying books.
After
Tinie signed with him, Dumi invested his student loans in getting his
friend studio time, and made extra money to invest in his act by buying
old cars, doing them up, and then selling them on at a profit.
But
in addition to helping Tinie record new songs, offering musical advice,
and driving him to live performances, Dumi says he worked hard on
making Tinie more confident, more streetwise.
"It was obvious that
Tinie had massive talent, he looked good... he was great at rapping,
but he was young and needed to live a little, so I took him under my
wing for a few years," says Dumi.
"He had all the ingredients to be a star, I just needed to polish
him. I always knew he had commercial potential, I just had to make him
street credible."
So working together, Dumi helped Tinie get his
songs played by influential DJs, and create a strong image to stand
behind the singer's songwriting and rapping skills.
Dumi adds: "It
is the same in music as in any other industry. You have to do the
public relations, you have to build a buzz. But you can only do this
successfully if the person or product is honest."
In late 2009,
and after six of years of hard work and little money, Tinie signed a
lucrative record deal with Parlophone, once the home of the Beatles, and
today part of global giant, Warner Music.
Hit singles and best-selling albums soon followed for Tinie, who is now 26.
Five-year plans
Today
Dumi continues to manage Tinie as part of running a wider business
called Disturbing London, of which his friend is a shareholder.
While
Tinie and Dumi refer to themselves as cousins, they aren't actually
related. Rather, their families are originally from the same village in
Nigeria, where it is simply custom for the children of friends to be
called cousins.
Dumi describes Disturbing London as an
"entertainment and lifestyle company", and in addition to management it
has a record label and fashion brand of the same name. Run as a lean
ship, it currently only has seven employees.
The east London-based business now manages seven acts in total, including singer Jessie J.
Well
known for songs such as Price Tag and Bang Bang, Jessie J used to be
signed to a much larger management company, but Dumi says that she
switched to him after being impressed with how well he looked after
Tinie.
Explaining his management approach, and how he earns the
industry standard 20% cut of his artists' earnings, Dumi says he writes
out a five-year plan for each of his acts.
"I work out what we need to be doing in each of the five years," he says.
"And
at the start of each [calendar] year I will email each artist a list of
bullet points, of what we need to do, such as singles, albums, tours,
videos, relationships, perceptions," he says.
"And I do this from the position of being a fan of each act, I think, what would I want as a fan?"
Although
Dumi has had no formal business training, he says he is good at
learning as he goes along, and thanks his accountant and businessman
father, and social worker mother, for giving him the confidence and
drive to succeed.
But how does he cope with the rough and tumble of the record industry?
"I
do everything with a smile, I do friendly business... I'm doing what I
love," he says. "[But] if people think they can take advantage of my
kindness and smile, then more fool them.
"You can't run a business like mine if you are an idiot. And I can be assertive if needed."
No comments:
Post a Comment