4thislagos

@youcancallmeTEN has been locked in all year, consistently showing us what happens when A&R instincts meet exceptional talent. It’s the creative synergy that follows where ideas evolve, artistic vision gets sharper, and the right environment allows excellence to take form. The work behind the work. The chemistry behind the sound.

Today, that work extends beyond discovering artists. It is about developing the people behind discovery — the next generation of A&Rs who will identify, develop and shape Africa’s next wave of talent. That is the mission we continue to build at A&R Duty: strengthening the people, intelligence and infrastructure that move talent forward. And at the heart of that journey is the leadership and visionary spirit of Babatunde Makinde @4thislagos

A&R Spotlight | Babatunde Makinde Over a decade of work across artist development, A&R, talent strategy and music marketing has been driven by one constant: understanding talent and building the systems that allow it to grow.

If one person is making every decision, the artist is carrying too much. The future of African music depends on more than gifted artists. It depends on experienced A&Rs, managers, marketers, publishers, lawyers, distributors, and executives working together. The strongest careers are rarely solo efforts.

Every breakthrough starts with the right connection. Whether you’re an artist looking for credible A&R support, an A&R searching for exceptional talent, or a manager expanding your network, A&R Duty AI gives you access to a growing community of professionals building the future of African music. Join now and register 👇 ai.aandrduty.com

In today’s music industry, great music is only part of the job. If your online presence feels disconnected, don’t be surprised when your audience stays disconnected too. The artists building loyal fanbases aren’t just releasing records. They’re building relationships.

The music industry has never had more data than it does today. Every stream, skip, save, share, and engagement can now be measured. Yet, despite all of that information, the biggest cultural moments still begin with someone trusting an instinct that the numbers couldn’t yet justify.

One of the biggest misconceptions in music is believing that a career begins the day the industry notices you. More often than not, the industry notices people who have already spent years behaving like professionals, refining their craft, building relationships, and consistently showing up without external validation.

When people talk about failed artist campaigns, they often assume the problem was a lack of budget. In reality, many projects receive substantial investment but still struggle because the foundation wasn’t properly built.

The most successful campaigns are usually the result of alignment between the artist, manager, and A&R long before the first marketing spend is approved. Money amplifies strategy. It rarely replaces it.

Many people still believe record labels sign artists purely because they are talented. Talent certainly opens the conversation, but it is rarely enough to close the deal. Signing an artist requires a compelling vision, supporting market data, commercial viability, timing, and an A&R capable of helping every department understand why this particular artist deserves investment.

Few positions inside a record label carry as much responsibility with as little public recognition as A&R. When an artist succeeds, the achievement becomes everyone’s victory. Different departments naturally contribute to making the campaign successful, and the celebration is shared across the organisation.

When a project underperforms, however, the conversation often begins with the person who championed the artist from the very beginning. That is the reality of working in A&R. The job demands making decisions before certainty exists, identifying opportunities before the market agrees, and accepting accountability regardless of the outcome. Building culture has always required courage.

Welcome to “THE ARCHITECTS” our new editorial series celebrating the tastemakers, curators, executives and cultural builders whose decisions continue to move African music forward. Edition 001 starts with @Partyboydafe Every era of African music is built by more than the artists we see on stage. Some of its most influential architects stand behind the DJ booth, shaping culture one record at a time. They decide which songs are introduced to audiences, which emerging artists get a chance to be heard, and which records grow into defining moments.

An album doesn’t always stop at streaming. Spotify has now released @asakemusik ‘s M$NEY Live in London, where Asake reimagines the project with The Compozers, a live choir, and an orchestra, while also premiering four previously unheard songs. When artists treat live performance as an extension of the album, the music gets another life. That’s how great projects stay in the conversation long after release.

Most artists today treat album release day like the finish line. Drop the album. Do the press run. Shoot a few videos. Flood social media with content. Head out on tour. Then, a month or two later, everyone’s already talking about the next project. But what if the album still has more life left in it?

Creative work can be exciting. It can also be exhausting. Sometimes the hardest part isn’t making the music. It’s navigating everything around it. What is currently hitting you the hardest as an artist, producer, songwriter, manager or creative? Let’s talk about it.🤔

We recently started something close to our hearts: telling the stories of the people behind the scenes whose work made today’s music industry possible.