Loyalty is a rarity in the Nigerian music industry. The industry is fraught with loads of heart wrenching tales about the lack of it.
All around, at every strata of the music business, there’s disloyalty. From the creation of the music, through to the promotion and marketing, and sales, revenue sharing and branding, loyalty is hard to find. The music business is a ruthless world, kept in balance by greed and ambition, with the quest for financial gain being the ultimate modus operandi for everyone. With the focus on wealth, and the competitive nature, certain ideals get eroded in the rush for lucre.
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Ice Prince, Jesse Jagz, M.I Abaga
(Press)
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Brymo, Jesse Jagz, M.I Abaga, Ice Prince
(Chocolate City)
That’s why the record label vs artiste relationship is such a dicey one, and also the producer-artiste relationship is akin to walking on a tightrope. Loyalty is hard to find.
It is in this space that Ice Prince stands out. The singer’s contract had expired three years ago, but he kept up the public façade, maintaining the label branding on all his work.
Tobi Sanni Daniel, CEO of State of Mind Entertainment, who is Ice Prince’s manager shared the story behind the situation, and it was really touching stuff. t ‘Ice Prince has not been in a contractual relationship with Chocolate City for the past three years’. He told NET.
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Ice Prince and former Chocolate City label mate, M.I Abaga.
(Instagram)
The rapper has been with Choc City for almost eight years now, his initial five-year contract expired three years ago, but he chose to stay with the label and not renew his contract. Explaining further, Tobi says, ‘Just like everything in life, growth happened, there was a rise in his profile that has necessitated a rise in financial value and id very expensive for any label in Nigeria to afford and it didn’t make sense to attempt to stretch the company that far, but the last three years has been very cordial’.
He continued, ‘We chose to stay with the label even without signing papers because we understood the essence of loyalty, we are matured and we are one big family’. ‘So let me clarify once again that no one walked out of a contract, Audu will always remain his godfather and MI Abaga will always remain his mentor’.
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Ice Prince, Ruby Gyang and M.I Abaga
(House of MaliQ)
Why did Ice Prince not renew his contract with Chocolate City? It’s simple. Ice Prince became big. Ice Prince became the man who could stand alone and do his work alone. Without needing Chocolate City in a contractual sense, he stuck to the label for many reasons. But the most glaring is the loyalty. While many could argue that the rapper needed Chocolate City’s machinery to continue his journey to the top, but Chocolate City also needed him.
The label was in a stronger market position because Ice Prince was seen as still with them. The industry sells perception as reality, with the lines between these always blurred. Ice Prince being in Chocolate City made the label look stronger than they truly are, and bestowed upon them an air of relevance. Without Ice Prince, Chocolate City’s marketing advantage will rely on the success of M.I Abaga alone. Ice Prince gave them another chip to throw on to the board and get themselves more than just deals.
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Ice Prince, Yung L, DJ Spinall in studio
(Instagram)
Ice Prince also provided mentorship to the new acts under the label, helping to keep them in line, keep them sharp and focused, and also provide them with a realistic level of achievement that they can aim for. That in itself is worth more than gold.
For Ice Prince, his association with Chocolate City might have cost him revenue. You never know the opportunity cost of his ‘deal’ with Chocolate City. Perhaps, if he had announced his departure from the label earlier, his ‘availability’ might have attracted greater investment with flexible rules and more cash into his career. Perhaps he indirectly chased away more power moves for his music and business.
Nothing has been made public, and it’s a case of what might have been. But what if?
Ice Prince’s loyalty is rare in an industry where many are quick to jump ship and burn bridges with the idea that the grass is greener on the other side. That’s why he stands out as a throwback to the old values, where passion, camaraderie and brotherhood were almost as important as the business, and formed the foundation of the greatest deals and movements. He stands out in this regard, and deserves all the goodwill that comes from such a move.
Be like Ice Prince.