Osagie Onobun, better known by his nickname as 10Ten, is the Head of Artist Development and A&R of Chocolate City. He has started an A&R tour around Nigerian campuses. The tour, which is a first for the Nigerian music industry, is a fantastic idea that showcases the best-undiscovered artists in the federation.
There hasn’t been a shortage of superstars in the industry since the current generation’s big break. It’s not as common to refine and filter talent as it formerly was. Many of the skills being displayed these days are either imitations of previously successful celebrities or lack the uniqueness necessary to make an impression.
There hasn’t been a definite national superstar from 2024. This has left a void in the field that needs quick attention. Following the release of “Problem Choke,” the lead single from his upcoming EP “18:23,” which features singer-songwriter Qing Madi, he has decided to tour to discover and highlight the next generation of African superstars.
10Ten is an accomplished music producer who has worked with AnR and produced several popular tracks, including “Emeka Must Shine,” the album that Blaqbonez released last year. He has been in charge of Chocolate City Music’s A&R division for the past few years, during which time he has developed a solid reputation as an expert on Afrobeat and supported and advanced exceptional new talent in the Nigerian music industry.
10Ten has started a nationwide search for musical talent to highlight and discover for the benefit of the music industry. The A&R tour began at Unilag and held its second edition in Enugu. Knowing his limitations and how to draw attention to them for industry participants to see, he seeks to close the gap that exists between the grassroots and the industry.
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At the moment, there appears to be a disconnect in this industry. The labels are out and out of the reach and reachability of the upcoming stars. The up-and-coming performers lack the financial means to advance their skills to the point where they can be enhanced.
The present generation of celebrities doesn’t give a damn about the culture, and they don’t intend to find the people who will take over after them, BrandSpur entertainment and lifestyle news reports.
The A&R tour appears to be a fix for this. 10ten decides to travel from school to school in search of musicians, producers, and other young people who are prepared to collaborate with these up-and-coming artists, educate them on the ins and outs of the industry, and utilize the chance to put them in the spotlight.
Social media has been buzzing about the tour a lot. Artists on the tour have shared their work and gained traction on social media applications by using the hashtag #TheA&RTour2024. Numerous record labels, business leaders, and media outlets have taken the time to endorse or co-sign the tour.
According to him in an exclusive interview with NETNG, he states that he has realised that every location has its own set of constraints and challenges that hinder the rise of up-and-coming performers.
“It’s impressive; I’ve seen a lot of dope stuff, recognized different stages, and found some interesting acts that I can bet on. There’s a lot of talent in the underground space, and I want to do my best to give them a platform to connect with the industry,” states 10Ten.
Continuing, he lists a few things to watch out for. He said: “In Enugu, I found a couple of guys like Aguero Banks, Highstarlavista, AfrooReekah, Obedo PF, Vibemanjay, super Choo, Juice Coal while Unilag took me away with talents like Grndmstr, Kaylu, David Snow, Wavestar, Pdstrn and a lot more. I’m excited for what’s to come.”
On the tour, he enlists the assistance of other well-known and respected A&Rs in the industry, such as Kevin Asaju, Omolawyer, and Kontent Sensei, allowing them to discover and highlight musicians with him. From Blaqbonez’s Sex Over Love to his albums “Dealer,” which features Blaqbonez and Tar1Q, and “Problem Choke,” which features Qing Madi, 10TEN is leaving his mark as an artist of the highest calibre on the hallowed walls of Afrobeats.
Whether creating music, writing or performing it, or serving as an Artiste and Repertoire (A&R), 10TEN is always aware of what components go into each song.
