“Doing Life With…” is a BellaNaija Features series dedicated to exploring the diverse ways people live, work, travel, nurture their families, and navigate life’s many facets. Our mission is to represent a broad spectrum of experiences, ensuring every voice finds a place at BN.
Missed our previous chat with Adebayo Gbenga? Catch up here.
Today, we delve into the life of Alexander Okeke, the Head of Talent Management at YBNL Nation, a powerhouse in Nigeria’s music scene. Alexander has been instrumental in steering YBNL’s artists through the dynamic and rapidly evolving Afrobeats landscape.
Enjoy this insightful conversation!
Greetings, Alexander! How are you feeling today?
I’m feeling centered, thankful, and deeply focused. Each day brings its own set of challenges, but also fresh reminders of the passion that fuels my work.
Reflecting on Your Early Years: How Did Your Childhood Influence Your Passion for Storytelling and Creativity?
As a child, I was naturally inquisitive-always observing my surroundings and asking questions. This attentiveness to people’s behaviors, patterns, and energies sharpened my ability to listen and interpret, skills that are fundamental to my current role. Growing up immersed in diverse social environments instilled in me a profound appreciation for storytelling.
These formative experiences deepened my understanding of emotional connections and how music, events, and branding serve as powerful vehicles for expression. This foundation has been a guiding force throughout my career.
Before Entering the Music Industry, What Was Your Professional Background and How Did You Transition Into Talent Management?
My career began in the food and beverage sector, where I specialized in crafting immersive brand experiences rather than just selling products. I collaborated with prestigious global brands such as Johnnie Walker and LVMH, which taught me the importance of luxury, intentionality, and aesthetic storytelling.
Later, I ventured into etiquette training and consulting, which naturally evolved into brand strategy. Along the way, I discovered my true calling: supporting creatives in shaping not only their public image but also their enduring legacy. Talent management emerged as a natural progression-not driven by a pursuit of music itself, but by a desire to make a meaningful impact.
From Your Perspective, What Is the Most Significant Transformation You’ve Observed in the Music Industry?
The most profound change has been the shift in power dynamics. Today’s artists wield unprecedented control and bear greater responsibility. The advent of digital platforms, social media, and direct fan engagement has dismantled traditional gatekeeping structures, empowering artists like never before.
However, this democratization also demands strategic acumen. Talent alone no longer suffices; artists must cultivate consistency, brand clarity, and a sustainable approach. Success hinges on balancing artistry with business savvy, visibility with mystique, and independence with collaboration.
Managing a Diverse Roster: How Does YBNL Ensure Each Artist’s Unique Identity Shines Without Overlapping?
YBNL thrives on celebrating individuality. Each artist brings a distinct sound, narrative, and trajectory. Our role is to illuminate their unique paths rather than confine them to predefined molds.
When evaluating new talent, I prioritize not just raw ability but also hunger, humility, self-awareness, and originality. While talent captures attention, it’s vision and relentless effort that sustain a career. We cultivate ecosystems where artists complement rather than compete with one another.
Balancing Multiple Ventures: How Do You Juggle Talent Management Alongside Your Other Business Endeavors?
Red & Alexander Media was my initial venture-a comprehensive agency handling events, PR, talent management, A&R, and strategic planning. It forms the foundation of my work in entertainment. As the company expanded, I launched The Red Room and The Breakfast Club to address specific needs within the industry.
Red & Axla Media operates as the operational core, ensuring seamless execution behind the scenes. Managing these responsibilities requires discipline, delegation, and trust in my team. Every choice I make is guided by long-term value rather than fleeting trends.
Outside of Work, How Does Alexander Unwind? What’s Your Ideal Way to Spend a Relaxing Day?
My perfect quiet day involves immersing myself in great music, savoring delicious food, and enjoying the thrill of driving exceptional cars. It’s a blend of sensory pleasures that recharge me.
Walk Us Through a Typical Day in Your Life
My mornings begin with a strong cup of coffee. Afternoons are packed with strategic meetings that often extend into the evening. Nights are reserved for events, dinners, and occasionally, a fine whiskey to unwind.
Looking Back, Which Moment in Your Career Made You Feel Most Proud?
Several milestones stand out, but the inaugural Olamide Live in Concert was truly unforgettable. Witnessing the event’s energy, cultural significance, and impact was a culmination of years of dedication-a full-circle moment.
More importantly, I find pride every time an artist I’ve mentored discovers their authentic voice, gains confidence, or reaches new heights. Those personal breakthroughs are the greatest rewards.
Credit: Instagram
In One Word, How Would You Describe Olamide’s Album Olamide?
Iconic.
What Advice Would You Give to Young Visionaries Unsure of How to Start Their Journey?
Begin exactly where you are, leveraging your current knowledge and connections. Don’t wait for perfect conditions-just take the first step.
Never underestimate the power of relationships; your network can unlock opportunities that talent alone cannot. Be patient, remain consistent, and embrace constructive criticism. Remember, bold ideas remain dreams without action. Focus on incremental progress rather than fixating solely on the end goal.
Thank you, Alexander, for sharing your story on Doing Life With…
Thank you for having me.
Special thanks to Alexander Okeke for engaging with us and providing thoughtful responses so promptly.
If you enjoy this content, have feedback, or wish to contribute to BellaNaija Features, we’d love to hear from you. Reach out via email: [email protected]. Stay tuned for our next episode this Saturday!
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