Ademokun Aderire, a.k.a. Ade Eyo, is a show and entertainment business promoter based in Ireland. In this interview, he speaks on the challenges of the show/entertainment industry, and why it is helping Nigerians cope with the economic situation of the country. Excerpts:
YOU are a popular entertainment/show promoter in Ireland; why did you choose this sector?
Apart from personal interest, vision and other profitable reasons, l decided to be involved into the show business and entertainment industry in order to contribute my quota to the growth of the industry. Seeing what show and entertainment promoters are doing, with all humility, l can say I can do way better.
Another reason is that I love discovering and developing talents within and outside the industry, as well as establishing and continually maintaining societal and core social values within the industry for the betterment of all. In addition, l thoroughly studied the industry, developed a realistic business plan before setting the ball rolling, and here I am today.
You are also an Irish citizen and based in Ireland, what was your motivation for leaving Nigeria in the first place?
l actually travelled out of the country to Ireland for two notable reasons; first, to further realise my business ambition and acquire additional business orientation in that part of the world; my specific target was the show business and other legitimate businesses. l fully embraced the entertainment industry here for these reasons, which include doing things better than the average person in the industry.
Why did you choose Ireland, and not any other country for your ambition?
lreland had been my desired place to visit, right from my youthful age, so it was no surprise that I finally found myself here.
What differentiates you from the other businessmen and show promoters around?
Generally, managing people and businesses, with an inclusion of the entertainment industry, requires a lot of attributes; one would also face difficulties and other underlying factors. However, in my case, l have been able to successfully manage all these, although, it hasn’t been easy. To differentiate myself from others in the industry, I ensure mutual, business and humanitarian relationship and deal with clients within the ambit of the law. As a conversationalist, I’ve gathered insights from various show promoters. Here’s a glimpse into their experiences: Diverse Artist Personalities: Promoters often encounter artists with unique personalities, demands, and quirks. Building rapport and understanding their needs is crucial.
There is also the area of negotiations and contracts, because securing talents involves negotiating contracts, riders, and fees. Promoters must balance artists’ demands with budget constraints.
We must not forget logistical challenges, here, we were coordinating rehearsals, sound checks, and stage setups, which can be complex. Promoters must ensure smooth execution to deliver a great show.
Marketing and promotion; here, effective promotion is key to filling venues. Promoters use social media, advertising, and publicity to create buzz around events and crisis management. Promoters must be prepared for last-minute cancellations, technical issues, or other unexpected problems.
I also have some notable experiences, include working with high-profile acts like Davido, Alhaji Wasiu Ayinde; working with these kinds of artists, or any artist, requires meticulous planning and execution.
I also promoting emerging artists; promoters need to understand that creativity and innovations are essential for standing out; navigating complex logistics for large festivals or multi-city tours.
With your experience, would you say show promotion is challenging?
Definitely, show promotion, just like other businesses, can be challenging. Professionals often face rejection as auditions, casting decisions and project approvals can be unpredictable.
There is also the aspect of competition; the industry is highly competitive, with many talented individuals vying for limited spots. We also face pressure and stress, especially in the area of tight deadlines, constant scrutiny and high expectations, which can take a toll.
We should also not forget unrealistic expectations, financial instability, which brings about irregular income; project-based work and uncertainty can create financial challenges for show promoters. We, however, cope by building support networks, prioritising self-care, focusing on their craft and setting realistic goals.
How would you rate the entertainment industry in Nigeria today?
The entertainment business in Nigeria, regardless of the situation, stands out; the show business has consistently stood the test of time. People prefer to enjoy themselves, have fun and be happy, and all these boost the entertainment sector. So this business has not really been affected by any situation whatsoever. I can say it categorically that the entertainment industry is the major reason many Nigerians are still surviving today.
What does a new entrant into the business can do to survive and thrive?
A new entrant into entertainment/show business must take the bull by the horn by displaying humility and be ready to learn. He should also be willing to confront all challenges, learn and have patience. However, the most important thing is to be prayerful; there is a Supreme being that sees our hearts and endeavours and help us overcome all challenges.
