The likes of Phyno (Chibuzo Nelson Azubuike Ezege) are who we refer to as pacesetters and his contributions are part of the landmarks in the Nigerian rap industry. The 38-year-old who started out as a producer now doubles down as rapper, singer, and songwriter. Phyno has been nothing but true to his source as he webs his impeccable style of rap with Igbo and Pidgin English. These qualities channelled his evolution from a regular Igbo rapper to more.  He rose to fame with songs off his debut album, “No Guts No Glory”. He has worked with outstanding artistes like Olamide, Mr Eazi, Runtown, Davido, Don Jazzy, and the likes.

In over a decade, Phyno has delivered us with masterpieces like “Ghost Mode”, “Fada Fada” featuring Olamide, “Do I”, Man of the Year”, “One Chance” with Kranium, “Telli Person”, and so much more. Phyno’s commitment to his craft is showcased in his poetically written lyrics and resonant delivery that leaves notable imprints on his listeners’ minds. He has released four project albums and one collaborative album. He has been nominated for many awards and won the Best Rap Single award with “Man of the Year” and Best Collabo with “Ghost Mode” featuring Olamide at The Headies 2013, to mention but a few.

Adding to his shelf of honours, Phyno released a new track featuring ArrDee, “Time of My Life” which peaked at No. 8 on the Official Top 100 Chart. It garnered 8.4 million on-demand streams in its first week of release and sold approximately 5,620 album units. The song comes off his fifth album, ‘Full Time Job’, giving his first top ten entry on the Official Top 100 Albums Chart in Nigeria with ‘Full Time Job’. The album also debuted at No. 2 on the Official Top 100 Albums Chart in Nigeria and was released on the 4th of October, 2024.

This feat has earned his manager, Ebrus Peter Awarieta also known as PRIEST the Executive of the Week title. In an exclusive interview with TurnTable Charts, PRIEST discusses his encounter with Phyno, the purpose of the album, and overcoming challenges faced by artiste managers in the music industry. 

TTC: Can you please introduce yourself to us? How did you become Phyno’s manager? 

PRIEST: My name is Ebrus Peter Awarieta, also called PRIEST. I am a talent manager, A&R, and Music Executive with Penthauze Music. A mutual friend named Ken Episode1 introduced us and the rest is history.

TTC: Phyno’s “Time of My Life” with ArrDee peaked at No. 8 on this week’s Official Nigeria Top 100. How did the collaboration with ArrDee happen?

PRIEST: The collaboration stemmed from mutual respect and a desire to blend Phyno’s indigenous Igbo rap with ArrDee’s British style, creating a fusion of Afrobeat, hip-hop, and drill influences. Phyno has always been strategic in expanding his global reach, and working with an artiste like ArrDee would open doors to a wider audience, particularly in the UK and Europe.

TTC: Phyno just released his fifth album, ‘Full Time Job’ this October. It debuts at No. 2 on the Official Top 100 Albums Chart in Nigeria. As a result, Phyno earns his first top ten entry on the albums chart. What was the concept behind ‘Full Time Job’?

PRIEST: Phyno’s ‘Full Time Job’ album revolves around the theme of relentless hustle, dedication, and success capturing the idea that pursuing a career, especially in the music industry, is akin to having a “full-time job.” It reflects Phyno’s personal journey and the hard work it takes to remain relevant and successful in the industry over the years. The album delves into different facets of life, such as personal growth, street credibility, the grind for success, and celebrating wins along the way. Phyno uses this concept to connect with his audience, particularly those who hustle daily, emphasising that success doesn’t come easy. It’s something you have to dedicate your time, energy, and passion to, just like any full-time job.

TTC: What challenges do you face as a manager and how do you forge ahead despite that?

PRIEST: Let’s say limited infrastructure and resources. The Nigerian music industry lacks sufficient infrastructure, such as professional studios, talent development platforms, and reliable distribution channels. This makes it difficult for managers to provide artistes with the tools they need to grow and scale their careers. Also, the cultural and social expectations. The expectations from family and society can add pressure on both the artiste and the manager. In Nigeria, where certain forms of entertainment may clash with cultural norms or religious beliefs, managers must carefully navigate public relations and brand building. Lastly, I'll say mental health and overall well-being. artiste management can be highly stressful, dealing with the demands of the artiste, scheduling, financial pressures, and personal conflicts. Ensuring the mental well-being of both the artiste and the manager is a growing concern, especially in a high-pressure environment like the Nigerian music industry.

Despite these challenges, I often rely on creativity,

resilience, and a strong network to overcome obstacles and build thriving careers for the artistee.

TTC: Phyno has been in the entertainment sphere for a long while now. What would you say has kept him relevant since then? 

PRIEST: I would say hard work and consistency, not afraid to take any risks, and always ready to evolve.

TTC: What should we be expecting from Phyno in the coming years? 

PRIEST: More collaborations and more great music.