Executive of the Week — Elo Ububa & Gideon “Shay” Royale
Artistes who keep to their art day in, day out, pouring their souls and evolving along the way continue to linger in the minds of the people. Victony has been pouring into his music for a decade, first starting as a freestyle rapper in 2016 and now, a highly experimental melodious Afrobeats and R\&B artiste. His first release of the year, “FRE$H” debuted at No. 100 with only two days of tracking. A week later, “FRE$H” moved up to No. 10 with 1.8 million on-demand streams and 24.75 million radio impressions. It has since spent eight weeks on the TurnTable’s Official Nigeria Top 100 chart.
Shortly after “FRE$H” came “SLICK”. “SLICK” tore off the charts locally and internationally. On the Official Nigeria Top 100 chart, it debuted at No. 73 (two days of tracking) and in the following week, moved straight to No. 1 with 3.1 million on-demand streams and over 60 million radio impressions. On its second consecutive week at No. 1, “SLICK” garnered 2.44 million on-demand streams (No. 2 on streaming) and 62.8 million in radio airplay impressions (No. 5 on radio).
The successful performances of these tracks have earned Victony’s managers, Elo Ububa and Gideon “Shay” Royale the TurnTable Charts’ Executives of the Week title. In this feature, Elo and Shay Royale both reflect on Victony’s decade-long tenacity, their collaborative work as a team, and also the upcoming sophomore album, ‘STARLIFE’ that was once envisioned as a mixtape.
TTC: Hello! Kindly introduce yourself and tell us about your role within Victony’s team.
Elo Ububa: I’m Elo Ububa, President at Outlawville, Victony’s Imprint and Entertainment company based in Lagos, Nigeria. I oversee the business management arm of Victony’s business and Outlawville, managing the general liability alongside his artiste manager and other business partners.
Shay Royale: My name is Shay Royale, I’m the Founder and CEO at All Season (a global indie A\&R/Management Company), and lead manager and A\&R for Victony. I'm responsible for his overall development and oversee the Victony artiste management team. I’m also a Director at THE-TEAM formerly Wasserman Music, leading the global vertical around Afro-Caribbean music at the company.
Together, Elo and I lead all things Victony, globally.
TTC: You’re TurnTable’s Executive of the Week because “SLICK” rose from No. 73 (with only two days of tracking) to No. 1 on the Official Nigeria Top 100 and has now spent two consecutive weeks atop the chart. The rollout was distinct and widely accepted. What was the thinking behind that approach?
Elo Ububa \& Shay Royale: For us, every campaign starts with the music. Once we believed in what “SLICK” stood for creatively, we asked ourselves how to share it with audiences in a way that felt true to both the song and Victony as an artiste.
We wanted the rollout to feel thoughtful, not overwhelming. Instead of just trying to get attention, we focused on building real excitement through storytelling, creative content, and connecting with fans. We knew the record had a lot of confidence and personality, so we made sure the campaign showed that.
It started by trusting the artiste, “SLICK” came from a non-traditional approach to how we wanted people to digest the music. CONTENT IS KING.
We had built a moment on the first teaser, “FRE$H”, and capitalized on the growing momentum to introduce “SLICK” as a bridge into the new world we’re building. We have a heavy emphasis on narrative content and bridging the gap between the music, our fans, and Victony as the artiste.
Our core team philosophy is that great campaigns amplify great music, but they don’t replace it. We trusted the record, remained patient with our execution, and allowed audiences to connect with it naturally. Watching “SLICK” climb from No. 73 to No. 1 and remain there is incredibly rewarding because it validates both the music and the strategy behind it.
TTC: From the creation of “SLICK” to its release, what role did you personally play in bringing the record to life? And what does this milestone mean for Victony, considering it’s his first solo No. 1 on the Official Singles Chart?
Elo Ububa: My involvement was primarily on the strategic and business side of the release. Once we aligned on the vision for the record, I worked closely with the team to coordinate timelines, oversee business opportunities surrounding the release, align stakeholders, and ensure that every moving part contributed to a cohesive campaign. Success in today’s music industry requires much more than releasing a great song, it requires planning, execution, and collaboration across multiple teams.
This achievement matters because it shows years of hard work, resilience, and steady growth. Even though it’s Victony’s first solo No. 1 on the Official Nigeria Top 100, I see it as more than just a chart win. It proves that people really connect with his music and shows that taking time to build a career pays off.
Shay Royale: I’ve been involved and hands-on with Victony’s artiste development over the past couple of years, creating a safe space for his growth and developing his artiste philosophy and mindset around the business. Our primary focus has been finding freedom in what we do, how we show up, and the music we make, while staying authentically global.
TTC: One thing that stood out throughout Victony’s career is the different eras and identities—from the music to the visuals and overall branding. How intentional is that approach, and how involved is Victony in bringing up such ideas?
Elo Ububa \& Shay Royale: Victony is extremely involved in the process and most times leads ideation. He’s super hands-on and thoughtful about the creative and what narrative it gives (all challenging ideas and pushing us to think differently). As his management team, we help shape those ideas, keep them holistic, and make sure every creative choice fits his overall persona and long-term plans.
TTC: What’s a typical day in the studio with Victony like? How does he usually approach music-making?
Elo Ububa \& Shay Royale: The atmosphere is surprisingly relaxed. There’s never pressure to create for the sake of creating. Victony believes in allowing ideas to develop naturally, and that freedom often leads to his strongest records.
He’s constantly experimenting with melodies, lyrics, production, and different emotions until something genuinely resonates with him. Some songs happen very quickly, while others evolve over multiple sessions. What stands out most is how intentional he is throughout the process. Every record has to feel honest, and every lyric has to connect with where he is creatively at that moment. That commitment to authenticity is one of the reasons people continue to connect with his music.
TTC: Looking back at Victony’s journey from his breakout to navigating the period after his accident and everything since then, how would you describe his growth as an artiste and as a person?
Elo Ububa \& Shay Royale: His journey has been defined by resilience and continuous evolution. Creatively, he’s become far more confident in his identity and much more comfortable taking artistic risks. He’s not afraid to explore new sounds or challenge expectations because he has developed a strong understanding of who he is as an artiste.
On a personal level, the experiences he’s gone through have strengthened his perspective and deepened his appreciation for both life and his craft. Challenges often reveal character, and we’ve seen him respond with maturity, focus, and determination. Those qualities are reflected not only in the music he creates today, but also in how he approaches his career and the people around him.
TTC: As a manager, how would you describe certain challenges you encounter in the music industry, and how do you work around or overcome them?
Elo Ububa \& Shay Royale: One of the biggest challenges in management is balancing quick opportunities with long-term career growth. The industry moves fast, and there’s always pressure to chase trends. But lasting careers come from discipline and smart decisions, not just quick wins.
Another challenge is keeping everyone on the same page. The artiste, partners, label, agencies, promoters, and brands all want different things, so clear communication is key. We’ve learned that being intentional, open, and working with the right people helps us keep things on target and the artiste’s long-term vision in focus.
TTC: Victony’s recent releases seem to be building towards something bigger. What should fans expect in the coming months? Is there an album project in view?
Elo Ububa \& Shay Royale: Fans have a lot to look forward to. In the more immediate future, we’re wrapping up ‘STARLIFE’, the mixtape turned sophomore album, and we can’t wait for everyone to experience this new chapter in Victony’s journey. Without giving too much away, it’s a project that shows how he’s grown as an artiste and as a person.
Everything we’ve done has been on purpose. The recent releases are part of a bigger story for this era. Fans can expect great music, strong visuals, and an experience that really shows where Victony is now. We think ‘STARLIFE’ will be one of his best and most exciting projects, and we’re eager to share it with everyone.
TTC: Victony now has 33 career chart entries, 13 Top 10 hits, and his first No. 1 single. With this milestone achieved, what becomes the team’s next benchmark? Is the focus on a new project, touring, international expansion, or something else entirely?
Elo Ububa \& Shay Royale: We’re very grateful for every milestone, but we don’t measure success only by chart positions. They matter, but they aren’t the end goal.
We’re focused on building an artiste identity true to Victony and a sustainable music business. That means releasing music that connects authentically with people everywhere, touring internationally, building strong partnerships, reaching new fans, and creating a catalogue that lasts. We want Victony to be known not just as a top African artiste, but as someone who has a real global impact.
TTC: Finally, when you look five or ten years ahead, what are your expectations for Victony’s career?
Elo Ububa \& Shay Royale: In five or ten years, I hope people see Victony for who he is, developing other artistes and fully positioned as a leader in the new generation of Afrobeats and global music. We want his career to be about more than just commercial success but longevity, artistic excellence, global reach, and cultural impact.
We see him headlining arenas worldwide, creating timeless music, and working with artistes from different cultures. And in all this, leaving a catalogue that inspires future generations with a business as strong as his art. That’s the vision we work toward every day.
