Building Stars, Breaking Ground: Inside the World of A&R with Patrick-Ola Oyeyiola

Patrick Olanrewaju Oyeyiola knows what it means to climb the ranks. With over a decade of hands-on experience in the music industry, he has weathered storms, seized opportunities, and carved out an impressive career built on talent, instinct, and relentless drive.

Today, he plays a pivotal role at EMPIRE Africa, serving as Project Manager and A&R Coordinator for West Africa, working side by side with some of the continent’s biggest stars, including Olamide, Black Sherif, Fireboy DML, BNXN, Asake Fola and many more. His daily grind spans far beyond traditional A&R duties: scouting emerging talent, managing groundbreaking projects, and helping shape the future sound of music across Africa.

In an exclusive conversation with TurnTable, Patrick pulls back the curtain on his creative process, shares the rhythms of his day-to-day hustle, unpacks what it truly takes to spot and nurture raw talent, and breaks down the multifaceted role of an A&R in today’s evolving music landscape. For those hoping to follow in his footsteps, Patrick also offers up hard-earned advice and practical insights— straight from one of the industry's most trusted talent whisperers.

 

 

TTC: As an A&R, how would you describe your work ethic and its importance in your role?

 

PATRICK: As an A&R, my work ethic is inexorable. I always have to seek talent, nurture them, and continuously look for ways to develop them. From listening to endless sets of music to building relationships, finding the best collaborative works, and constantly innovating—I do all this to help my talents get better in their craft and achieve their goals and desires. It’s a lot.

 

TTC: Three years ago, you joined EMPIRE as a Project Manager and A&R Coordinator for West Africa. Was this always part of your vision, or did the opportunity come unexpectedly?

 

PATRICK: Yes, this has always been part of the vision—to work with a well-structured and forward-thinking company that puts the interests of artistes first. Before EMPIRE, I had already been an A&R for about 12 years and before then, I worked on the radio as an AOP for a while. I signed my first talent sometime around 2011, and in those years of personal work experience, I had worked with artistes from Nigeria and other West African countries, especially in Ghana.

 

TTC: The music industry is highly competitive. What sets you apart from other counterparts in the field?

PATRICK: What sets me apart is constant innovation and enthusiastic energy. I take every opportunity to learn and evolve, no matter how difficult the terrain is. I always bring fresh, captivating ideas to the table, Also I think the level of my  understanding of the Music Business is something I hear people whisper around—whether it's in the process of scouting, the studio moments, contract structure and creative process, or deciding strategic marketing ideas. Showing up for all opportunities and activities and ensuring that talents apply the right strategies in everything they do is critical. You have to be able to see ten steps ahead—that’s how you stand out.

 

TTC: You work closely with major Nigerian artistes signed to EMPIRE, including Asake, Kizz Daniel, Fireboy DML, Black Sherif, FOLA, BNXN, and Olamide. What does a typical day in your role look like?

 

PATRICK: A typical day for me as an “A&R / A&R Admin” working with these top artistes can be quite dynamic. My days are filled with a lot of meetings, a mix of creative collaboration, strategic planning, fostering client relationships, and helping the artistes achieve their full potential with out-of-the-box ideas and also making sure the paper works are in order. The music industry is constantly evolving—what worked last month might not work the next—so I have to keep digging into new ways for my talents to succeed, and that can sometimes take up the whole day, every day.

 

TTC: A key part of your job is identifying and nurturing talent. What’s your approach to assessing an artiste's potential?

PATRICK: Assessing an artiste's potential is a protean process. There isn’t a one-size-fits-all technique, but there are a few common indicators to look out for—good character, marketability, work ethic, authenticity, and sometimes, it's as simple as your gut feeling. Lol! As an A&R, my job is to discover and help artistes realize their potential by providing guidance, support, and opportunities. It's a partnership, and their success is my success.

 

TTC: How would you describe the process of discovering new talent in West Africa? What do you look for in emerging creatives?

PATRICK: Before now, the process of discovering talent used to be cumbersome and hectic. You had to travel to attend live shows, talent hunts, or go deep into the hoods for physical scouting. But with modern-day technology, it’s gotten easier. You can find almost everything you need online. If an artiste is serious about their craft, they’ll put out their work, creative process, and everything that might attract an A&R—from just a swipe on their page. Again, what I look for are character, marketability, work ethic, authenticity—and yes, sometimes it just comes down to my gut.

 

TTC: Every industry comes with its challenges. What obstacles do you face while navigating the African music landscape, and how do you overcome them?

PATRICK: There are numerous challenges in Africa compared to other markets. Infrastructure limitations have always been a major issue, especially with high-end distribution networks for global visibility and IP protection. But thank God for a company like EMPIRE, with its forward-thinking leadership of its founder Ghazi and Bolaji Kareem and Eze who steer the ship on the African side, EMPIRE bridged that gap using new-age and simplified technology. Other major obstacles that  we’ve always struggled with on the continent are funding, international market penetration, and linguistic diversity across Africa. But EMPIRE’s dedication to developing and collaborating with African artistes has helped solve a lot of these issues.

 

TTC: What do you love most about working at EMPIRE and being closely involved in music creation?

PATRICK: The structure, the exposure, and the incredible people who work at EMPIRE—everyone is excellent at what they do. What the company gives back in value to artistes and partner labels are remarkable—not just in Africa but globally. EMPIRE has put the most money into artistes pockets and built the largest, most beautiful, most impactful catalogue on the continent, more than any other company in the history of music business.

Music is both art and science. Being closely involved in its creation brings the instant joy of both an inventor and a creator. It’s unimaginable and unexplainable—unless you’re in the room when the magic is happening.

 

TTC: Finally, what advice would you give to aspiring A&Rs looking to make an impact in the industry?

PATRICK: There’s no sugarcoating it—being a proper, impactful A&R requires a lot. It’s a mix of hard work, timeless passion, and talent. You have to be genuinely committed to artiste development in all form and shape, even after suffering numerous heartbreaks—because talents will definitely break your heart from time to time. Lol!

You have to learn how to SHOW UP every time. Network, build relationships, understand the music industry ecosystem, and be patient and persistent. Embrace innovation, adapt to the digital landscape, be open to learning, and maintain a champion’s mindset—because at the end of the day, you can’t give what you don’t have. Also, you have to know that being an A&R is one of the sweetest, most fulfilling, most enjoyable jobs you can ever do in the world.