The music industry in Nigeria is still evolving, with Afrobeats and its many contemporary forms gaining traction beyond Africa. Aside from the obvious focus on recording artists and performers, a new generation of songwriters, composers, producers and music executives are also having a significant influence on the sound and direction of the music industry.
One of the many behind the scenes contributors is Nigerian songwriter, composer and musician Ihenacho Gerald aka Woriidem, a professional songwriter, composer, artist developer and music entrepreneur.
When asked about his journey, Woriidem said songwriting is always more than just a string of words. To him, it's knowing an artist, decoding the feeling or message of a record and conveying an idea through the medium of music.
Woriidem says that over the years he has written and composed over 100 songs, many of which have been for emerging and young artists. He has been a source of creative guidance and songwriting for artists at various stages in their musical career. He has worked with artists like Naka, Makamzee, T. I Blaze, Salle, Krrystal and Blazer Q. The collaboration with emerging artists is especially significant for Woriidem, as many young musicians have the talent and drive to succeed, but need assistance in refining their sound, creating better records and learning about the business of music.
One of the most important developments in African music in recent years for him has been the fact that musicians are now willing to experiment. Afrobeats is not a single genre but rather a variety of genres which have been influenced by highlife, hip-hop, R&B, Amapiano, traditional African rhythms and others. As Woriidem says, this has allowed songwriters and composers greater room to experiment with melodies, storytelling, language and all the different methods of writing songs.
He regards songwriting as one of the key elements in this development, since a good song is able to cross genres and reach different audiences when the story, the melody and the emotional connection are right. Woriidem's involvement in the music industry was not limited to songwriting; he also has an interest in the business and organisation of music through his company, Woriidem Entertainment Ltd.
He said it's a different challenge running a record company than it is making records. In addition to finding and nurturing artists, a label needs to be planned, coordinated, creatively managed, have the financial resources, need a good brand, must be able to promote and work with various people while having a long-term vision.
These duties can be especially challenging for an independent music entrepreneur. Being an artist takes time, and it takes patience and discipline to have a consistent artist's vision as well as to realize that not every record will be a hit.
Woriidem thinks the music industry is expanding in Nigeria and has created avenues for independent creatives who grasp the creative and business aspects of the industry. African music also has garnered international attention, which has led to a new generation of artists developing their skills to produce music that resonates with people from other nations.
His own style encapsulates this music-making and artist-developing. Although the heart of his work is songwriting, he feels there is also a benefit for young people to experiment, build their own identity and get real-world experience in the music world.
Some of that creative vision will be seen in his upcoming project “Hxppier 25,” a seven-track album that is yet to be released, but is another step on his personal musical path. It is also a sign of his ongoing efforts to establish himself as a recording artist in addition to his broader career as a songwriter and music entrepreneur.
Music is a creative process and a journey for Woriidem. His experience in writing for other artists, developing young musicians, working with a variety of sounds and managing a music company has given him a perspective beyond performing or recording on his own.
