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, since the release of ‘Full Time Job,’ Phyno has earned two new top ten entries off his latest album— “Time of My Life” with ArrDee which peaked at No. 8 last week and “Grateful” which rose to No. 7 on this week’s official singles chart in Nigeria. The album itself continues to hold at its No. 2 peak— pointing towards an album that is well-received by both fans and critics alike.
This feat has earned Ernest Agbewhe, the General Manager & DSP Relations of MAD Solutions LLC the Executive of the Week title. Mad Solutions is the distribution company for ‘Full Time Job’. In an exclusive interview with TurnTable, Ernest shared his journey in the music distribution business, the marketing strategy and his opinions on Phyno’s album.
TTC: Hello, could you introduce yourself and how you got into the music distribution business?
ERNEST: Hello, I’m Ernest, General Manager at MAD Solutions LLC, where I oversee day-to-day operations and manage DSP relations for a diverse artiste portfolio such as Phyno, Reekado Banks, Flavour, Mercy Chinwo, Moses Bliss, King Perry and many others. My journey into the music distribution business began in 2016, shortly after my NYSC. I studied Computer Science in university, and at that time, I was actively searching for a job. Music and media had always been a passion of mine. I grew up immersed in a wide range of genres and artistes. Yet, I hadn’t realised I could build a thriving career in this field.
My first role after NYSC was as a Content Administrator at Mcomm Solutions & Services, a company known for creating mobile value-added service products and aggregating content with telecom providers, including popular products like Ring Back Tunes. This role was my entry into the music business, and working at Mcomm exposed me to different aspects of the music business such as music licensing, artistes & label relations, Telco partnerships, digital marketing, and so on, which provided a solid foundation and fueled my passion for the music industry.
TTC: How did your journey with MAD Solutions LLC start and how's it going now?
ERNEST: My journey with MAD Solutions began when I saw an opportunity to contribute to the growth and global reach of African music. I joined Mad Solutions with a vision to leverage my experience in digital distribution and artiste relations to support African artistes in maximising their potential on the global stage. Initially, my role focused on strengthening our relationships with digital service providers and developing strategic distribution plans for our artistes. Since then, my role has grown significantly.
Today, as the General Manager, I oversee our day-to-day operations and lead DSP relations across multiple campaigns, including high-profile projects like Phyno’s latest album ‘Full Time Job’. I’ve also played a key role in launching various initiatives and products at MAD Solutions, such as Spin with Engage, our DJ mix program, which has gained significant traction in showcasing the creative potential of DJs. Additionally, I’ve been involved in developing Engage as an independent playlist curator, helping to enhance the visibility of African talents on streaming platforms.
Furthermore, as a subsidiary of MAD Solutions, Engage serves as a dedicated label servicing company, focusing on tailored strategies that empower artistes to reach their goals. It’s been an incredibly fulfilling journey seeing our efforts yield strong results for our artistes, helping them reach broader audiences and securing impactful placements. MAD Solutions has grown into a recognized player in the industry, and I’m excited to continue pushing boundaries to ensure our artistes thrive.
TTC: “Grateful”, Phyno’s single off the ‘Full Time Job’ album has entered the top ten of the Official Nigeria Top 100 making it the third top ten entry from the album on that chart. What was the marketing strategy behind pushing this project that has allowed for multiple songs to enter the top ten since release?
ERNEST: Our strategy for Phyno’s ‘Full Time Job’ album was really all about understanding his fans and meeting them where they are. We took a deep dive into the data, looking at who his listeners are, what they’re engaging with, and even the types of content they love. That insight helped us focus on the sounds and themes that would resonate most, allowing us to get really specific with how we promoted each track. This meant we knew exactly which tracks to prioritise, when to release certain content, and where to focus our efforts to create maximum impact. We also launched a targeted digital PR campaign to keep the album in the spotlight. This helped us not only reach his core fanbase but also pull in new listeners, creating a steady buzz online.
TTC: ‘Full Time Job’ has now spent two weeks at No. 2 on the Official Top 100 Albums Chart— it is already Phyno’s highest charting album in Nigeria. In your opinion, what factor would you say contributed to this success?
ERNEST: At the heart of it, it’s really Phyno’s authenticity that’s made this album stand out. He has this incredible ability to tell stories that people relate to while keeping his unique sound front and centre. It’s clear that fans connect with that and they’re streaming the songs. Having a dedicated team was also a huge factor. Every person involved brought their expertise and passion. Honestly, it’s been amazing to see everything come together like this and to witness ‘Full Time Job’ become his highest-charting album yet.
TTC: What are the downsides you face in the distribution business and what sticks out as the most rewarding aspect in that line of business?
ERNEST: One of the biggest downsides in the distribution business is managing the fast-paced, ever-evolving digital landscape. Platform requirements evolve and staying on top of trends to ensure our artistes get the best visibility can be demanding. Additionally, balancing the needs of multiple artistes and meeting each of their unique goals requires a lot of careful planning and adaptability, especially in a market as dynamic as the music industry. On the other hand, the most rewarding aspect is seeing the impact we can make on an artiste’s career. Watching a song or album chart, reach new audiences, or become a fan favourite is fulfilling. Knowing that our efforts have helped an artiste’s music connect with listeners is what makes all the hard work worth it.