Meet Emmey, the voice behind your caller tunes
Today, on our radar is Emmanuel Ifechukwude Egbune, a Nigerian artiste better known by his stage name, Emmey. In the real sense, I can't classify him as an up-and-comer because he has been around. A little trip down memory lane brings to the fore the early days of MTN Nigeria's caller ringback tunes, that was launched in 2008, and Emmey's onboarding. It might shock you to know that he was the voice behind most of the monthly well-wishing songs between 2016 and 2018. That's a whopping long time! Also on his CV is the collaboration of a widely accepted song ''What is the Way'' with Davido.
Emmey is from Delta State. His sound is a seamless blend of Afrobeats and contemporary rhythms that import heavy local lexical items: idioms, proverbs, anecdotes, etc., from different Nigerian languages. And this is felt in his discography from “Oyibiri” (2018), “Selah” (2022), “Mula”, “Obrigado”, ''Trophy'', “Spend Up”, and “Nobody” (all released in 2023). Indeed, his journey has been diverse and impactful. In this interview with yours truly, Yamilenu Bamgboye, he lets us into his world and hints at his new projects that will redefine his artistic journey, bringing even deeper resonance to audiences both at home and abroad. Do enjoy.
How is singing going for you right now?
So far, so good. Though I took a break at some point, but like destiny, it keeps calling, and I'm back at it again, this time, with more clarity as I have evolved and see things in a better perspective through the lens of experience, and this will reflect in my sounds and delivery because like I said earlier, my experiences are my inspiration.
Looking back, would you say you made a good career choice.
Music for me is voice, It takes me to that place of expression and freedom. My music is my journey and every song embodies experience and perspective. Beyond career, it is my therapy. Even though music is one of the most lucrative career paths. I see it as my call and contribution to humanity. Though it's beyond a choice but even if considered a choice. I will choose music over and over again.
How did you meet Davido?
So at that time, I was on a management deal with Twenty Media, and the boss (Kamal Ajiboye) was managing Davido then. Same time, Davido was MTN brand ambassador at that time, and I worked in MTN as well, so we meet on few occasions, and when he heard one of my songs, he liked it and gave me a verse on the song. He invited me and we recorded in his studio in Lekki phase one. That was before he officially announced DMW. Then he was still under HKN. Davido is a very real person, you can not meet Davido and not be inspired.
What impact did that collaboration have on your career?
Ordinarily, being on the same track with an A list comes with a lot of impact which includes exposure, portfolio boost and opportunities of which I had a share of it. I had events and shows that I performed and was treated well because they know I have a song with Davido. But there was some twist to it that made the song not to make the desired impact. First, I was under a management deal and that implies that my career activities pass through approvals and so I can't just make decision and move at the speed I want. That was truly limiting especially when the management is not moving at your pace. Again the song was an amazing song but I wrote it from the standpoint of trying to give the management what I think they want to hear and not necessarily what I want. So I was not really connecting to the song as much as I should, so I struggled to commit my energy to it and energy is everything. The management didn't also help matters at that time, we didn't shoot the visuals and so the song was not properly promoted
You said you were on a management deal (record label signing) at one time. What impact did that have on your career?
It was an experience, comes with advantages and disadvantage, some of which I have mentioned earlier. But if I was to turn the hand of time. I would have not signed the deal cos it slowed things down. But everything happens for a reason and am grateful. At least I met people who have impacted my journey through the access I had with the management.
Family, family needed my 100% at some point and I had to give it because at the end, family is everything. It's not like I completely put a stop on music but I wasn't putting things out for my fans for a while because I needed to focus on one at a time. But now, I'm back with a better vibe, and that I consider a blessing.
What's your sound like?
Afrofusion. I basically explore fusing Afrobeat with other genre to deliver the desired vibe or expression.
If a record deal comes knocking again, what will you do differently?
Sure, I will explore that option, but it has to be well defined, without ambiguity or hiding clauses. The interest of both parties has to be well understood. As long as it doesn't cost my peace, I'm fine.
Have you put out any sound lately? If yes, what's the reception like?
Yes, lately, I dropped a single title ''Nobody''. It's a song that reflects the unique but silent battle every body fights that nobody but only God knows. It's a song of hope, belief and faith that things can suddenly take a positive turn if we stay consistent and believe in miracle. The reception has been so far amazing. As much as I care about my fans and would love them to enjoy music. My first and most important validation is inner, from myself. Once I feel it, it is real.
What's going on in the industry that you feel you need to be part of?
The industry keeps evolving with new vibes, but we are gradually losing deep lyrical content. Music is beyond vibe. It is a tool of influence to our society at large. Though the industry is as wide as an ocean and my contribution may be like a drop in the ocean but it's okay because the drops make up the ocean.
In what way would you critique your own work that no one else would?
I think I am a perfectionist and that has been a major challenge for me. I like to see things perfect from the scratch. But one think music has taught me is that an art seek expression not perfection. So if the vibe, message and expression is right, the right audience for that masterpiece will appreciate it and no matter how "perfect" an art is expressed, it's not meant for everyone. So I critique myself using using the message, vibe and expression, if I don't feel it, then something is missing even if someone or some people says it just okay. The music must resonate with the image I project and the message I want to pass across. Not just cruise and vibe.
How do you embellish your lyrics: proverbs, rhyme or what?
Word, proverbs, dialect, rhymes, all inclusive, that's why it is a fusion.
Apart from label things, what "individual structure" ensures visibility in the music industry?
Social media has simplified things by over 80%. Even though the algorithm is somehow controlled by the big shots, there are still a lot of windows independent artistes can leverage, so strategy and consistency is the new label deal.
Can you relive a show you had that left a lasting impression on you?
Couple of them. The latest was the Abuja and Aba GoMAD Experience in February & April this year respectively. Other remarkable experiences I can relive was the MTN season of surprise 2017 closing ceremony, 2016 UNIJOS, and 2023 UNIBEN campus invasion.
Would you say you've gone past the stage where you have to lobby for spots at shows?
"Lobby" is relative. If it's for promotion sake and I need the platform to prove myself. I will, but not for financial reasons, and as long as it has no negative effect or rob another of an opportunity, I can give it a shot and not consider it lobbying in the negative light.
None in particular. The music defines the journey, and I just flow with the journey. Song can take a turn and put one on a global scale or a unique platform. Take for instance, ''Bugga'' took Kizz Daniel to the World Cup. ''Hallelujah Challenge'' took Nathaniel Bassey to Trump's inauguration, ''Calm Down'' took Rema to one of the biggest weddings in India. I'm not about the Grammy, but anything can happen in music journey. Everyday comes with unexpected blessings.
You seem to know your way around in the industry. Would you consider this a plus and a yardstick for "blowing"?
I won't say I know my way around the industry, because like the stock market, the algorithm, season and society norms keeps evolving, and so is the rhythms, but I have been around for a while and I know that the industry is huge and people are in it for different reasons; the money, the passion, fame, lifestyle etc. beyond talent and network, it greatly depends on how much you are willing to "sacrifice". As much as I and a lot of us in the industry want to "blow", it must not be at the expense of my peace and sanity. So I am grateful for the people God will give me the opportunity to share my art and creativity with, and that will be true fans. I am aware my style and message is not for everyone, no matter how diplomatically appealing it sounds.
What is that one thing that will change about you when fame comes?
I know change is constant, but none that I know. Somehow, I have learnt from the little I experienced at some point in my career. I know it's a demanding lifestyle, so I have decided to keep it simple from day one. I know I will be more deliberate with boundaries because with fame, you can't get away with just anything.
Which artiste is your mentor, and which one are you dying to collaborate with?
None, but if I must pick as per music, I can pick 2face.
Artistes are known to have "women problems". Has that been your experience, too?
I have not really experienced women problem and I pray I don't. I do my best to be very intentional in my dealing with women but I also pray that God never allow me to cross paths with some type of ladies who will do anything to pull you down because if a woman means you, na only God go save you. Even with evidence, you go explain tire. I am family oriented but very private with it. I set boundaries early enough with women I work with. Some of them are my good friends and very amazing but we understand and respect that boundary.
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