Mavin Records/UMG’s Incredible A/R talent behind Crayon’s success on A/R, Creativity and elevating women in Music
Since the global explosion of afrobeats to the world, observers and commentators both locally and globally have long had a penchant for ‘Artist Development’. There seems to be nothing like the allure of a classic ‘Artist Development’ story full of all the classic tropes of a ‘grass to grace story’ leading an authentic narrative that audiences can connect to. But the unprecedented rise of roles in the music business in recent years has been unparalleled, becoming popular, perhaps more than ever before.
Being an A/R in music today has become a crowning stroke for many in the field of executive roles in music, resonating with young people instantaneously and establishing itself as one of the most notable careers to pursue in music today. But what exactly is an A/R, what do they do and how have they evolved in recent times especially in the context of African Music.
In celebration of International Women’s Month, Mdundo West Africa sat with one of the leading executive A/Rs in the African music scene.
From her transition from corporate to to the creative industry, to pursuing a career in entertainment and elevating other women in music, Yewande Arigbadu takes us through her role at MAVIN/UMG as an A/R.
Mdundo WA - As an A&R, creative dancer, and product developer, you work across multiple creative fields. How did you transition into these spheres, and how have you managed to navigate them seamlessly—especially considering how time-consuming music can be?
Yewande - Uhmm…. The truth is, it’s not easy at all. Truly music business is time consuming but I’ve learned to acknowledge that there really isn’t a limit to achieving whatever we set out to do as humans. So I’ve learned to highlight the positives in situations and use it to my advantage. I see collaboration, I recognize other people’s strength, I see teamwork and as abstract as they seem, these are powerful tools that can create a whole new world if used wisely.
Mdundo WA - Before joining Mavin in 2021, you worked in a different niche. Can you share a bit about that experience and what inspired your decision to pursue a career in the entertainment industry?
Yewande - To be very honest, I put my faith above everything I do and this has guided my decisions mostly through life. I always knew there was a space for me in the creative space. The purpose is usually known; the “how” is what I call “divine”. Working in the corporate world was entirely different and I learnt what needed to be learned. The discipline, the organizational skills, the right network. It’s all been part of what has mounded me into who I am today.
Mdundo WA - There are ongoing conversations about what it truly means to be an A&R. What does your current role at Mavin entail, and how does it directly impact the artists on your roster?
Yewande - A&R in lame man terms means overseeing a talent and their repertoire, which speaks to pieces and parts of what makes the talent. Talk about discovering the talent, having the right network to make things work, being able to predict trends, branding, tailoring the talent’s art bit by bit, stage by stage….
Mdundo WA - Over the past year, you’ve worked closely with artists like Crayon. Looking back, what is one project or initiative you’re especially proud of in your role as an executive in music?
Yewande - I’m proud of every project Crayon’s been able to put out. They all hold different significance and this is mostly where I appreciate team work cause it really takes a village.
Mdundo WA - Identifying and nurturing talent is a key part of being an A&R. What do you look for in emerging artists, and how do you support their growth?
Yewande - Honestly, it’s all about the music at the end of the day. Starts with the music and ends with the music. The most ingredient to look out for is the music. The support varies. Could be as simple as talking about it to other industry creatives cause that alone goes a long way in the dynamics of how hit songs are made or discovered.
Mdundo WA - How do you handle failures and setbacks in your career, and what’s the best piece of career advice you’ve ever received?
Yewande - Failures and Setbacks are only part of the process. It’s not as easy as it’s said but the sooner you understand it the quicker and easier you navigate it. And the best career advice I’ve ever gotten is to always show up. Always reserve that 0.00001% for showing up regardless.
Mdundo WA - There are a growing number of initiatives aimed at supporting and empowering women in the music industry, like Girls in Afrobeats and Her Sound Global, which you’ve been involved with in different ways. Looking ahead, what changes or innovations do you hope to see in the industry, and how do you see yourself contributing to these shifts?
Yewande - I want to see more female afrobeat artistes in this game. I want to see the dynamics of afrobeat artiste performances evolve to global stages. This is where “who’s next; d_dance platform” comes in. It’s also making a statement about appreciating creatives on a global stage. The insane amount of work that goes into those amazing projects. Lastly, I want to see women executives champion ideas, innovations.
Mdundo WA - In what ways do you hope to influence the next generation of women in music, and what specific changes would you like to see for women in the industry over the next 5–10 years?
Yewande - Uhmm….I’m just going to say; “watch this space”. There’s too much crazy work ongoing in the pipeline so stay tuned.
Mdundo WA - What does International Women’s Day mean to you personally?
Yewande - International women’s Day to me, means appreciating the importance and unexplainable strength of a woman. Every single female out there.
Mdundo WA - Balancing creativity and commercial success is often a challenge in the music industry. What advice would you give to young women trying to navigate this balance in their careers?
Yewande - Just do you. There’s a purpose for every form of creativity and the thin line between that purpose and commercial success is time and consistency.
Comments