Travels, media and entertainment industry practitioner, Quadri Rasheed Atanda speaks on his experience in the music and entertainment industry, focusing on how it has been playing his roles as media and publicity manager to renowned music producer and record label executive, Olumide Ogunade of Coded Tunes popularly known as ID Cabasa.
How will you describe your music industry experience so far?
I will not say it has been easy, neither can I describe it as difficult; rather it has been challenging and very interesting. Very interesting in the sense that I am a lifelong earner and I am always interested in learning as long as I have the passion for what I am doing. I have passion for music, films and entertainment generally and that passion with my quest to make a positive impact on anything I undertake inspires me and keeps me going regardless of the situation of things.
What actually led you into the entertainment industry given your travels and tourism related background?
As someone with background in the travels and tourism sector, working in Climax Travels and Entertainment, which has business interests in initiating and organizing performance opportunities for music, films and entertainment industry acts to showcase their talents both home and abroad, I picked interest in the music industry due to my interactions with the music industry acts that patronized us, they provided insight for me on how the music industry operates.
So who among the music acts inspired you specifically to make the move?
It was through Climax Travels that I met ID Cabasa who I presently handle his media and publicity activities, DJ Boombastic, Tumi Sleeze of City Pluggers, Skaliey Mental, Segun Opontisun and others, they and other musicians, disc jockeys, hype men, skit-makers and others provided me the insight I leveraged on through Climax Travels and Entertainment to venture into the music and entertainment industry.
Thereafter, what concrete steps did you take to establish yourself in the music and entertainment industry?
Climax Events and Entertainment, which is the events and entertainment arm of Climax Travel and Tours manages music youngster Fatiah Kanyinsola Ojediran popularly known as Phatiah, I ended up as the lead artist manager in the organization, thereby becoming Phatiah’s artist manager while leveraging on the experience and knowledge of the music industry acts around me to guide me in discharging my duties and extend my services to others.
Are you saying your foray into the music and entertainment industry has been accidental?
You can say so because I never planned it nor imagined it previously, I just saw the opportunity opening through Climax Travels and Entertainment and I grasped it, thereafter, I have been making appearances on music segments in the broadcast media, periodically on radio, promoting artists, reviewing their works and contributing to improving their brand and image through print, online and broadcast media.
What challenges have you faced specifically since you launched into the entertainment industry?
Sincerely speaking, I am not by nature someone who loves much public exposure, however I cannot avoid it given the nature of the music industry, especially now that I act as media and publicity manager for ID Cabasa, but ID Cabasa’s towering influence and strong reputation has made my work easier to connect with those I need to work with, therefore I have reduced physical presence.
How exactly do you succeed without putting in the regular physical appearances required?
I actually do the mental and creative work and delegate third parties to put in the physical appearance on my behalf when necessary because the physical appearances can create distractions for me at times. I prefer to work from behind the scenes mostly on his media and publicity activities without drawing too much attention to myself.
As a media and publicity manager, what exactly does your work entail?
I mid-wife press related activities, interviews, media coverage, podcasts and maintain communication with media personalities, journalists across broadcast and print media including digital platforms, to ensure ID Cabasa receives constant publicity. I also appraise his career activities and provide feedback when necessary. My job is to support his image making and brand publicity.
Going by ID Cabasa’s recent release of the music single Olufunmi reimagined which received positive ratings, what should we be expecting from ID Cabasa as time goes on?
ID Cabasa is more of a patient, level headed and calm person, he takes his times when doing anything because he believes anything worth doing at all is worth doing well, therefore he is very thorough. He is taking his time to work on his project titled unfinished business. Last year, he reimagined photocopy, this year he has reimagined Olufunmi, there are more in his catalogue that he will release as time goes on. Sometimes, being slow and steady actually wins the race.
How has it been juggling between working for more than one music industry practitioner?
It has been interesting because I render some services as one off service whenever requested to do such, but my consistent activities have been with ID Cabasa and Phatiah. It has been very easy working with ID Cabasa because he is an established music producer. Above all, I am regularly on radio where I co-present and support DJ Boombastic in the music and entertainment segment, therefore, it’s easier providing the publicity, reviews and media support required by musicians and entertainers who request my services.
