When you talk to people, and they say things just happened, it sounds a bit cliché. However, when we spoke to Wise Tola, by the way, within two minutes, it became clear why she’s called Wise Tola. We were curious about how the legendary Tola, from the Wise Tola show on www. Playvybez. Com and the godmother of Afro Beats, achieved this status after nearly a decade of influencing the perception of Afro beats. Here’s our conversation.
Can you share a bit about your personal journey into the world of Afrobeats and the entertainment industry?
I didn’t originally plan to be in the entertainment industry. At the time, I had a parenting book out, and I began discussing it on the radio. However, whenever I was heading back to the UK, people would hand me CDs and ask me to play them on my stations. Despite explaining that it wasn’t that type of show, the requests kept coming, and eventually, it transformed into exactly that.
Being the founder of Women 4 Africa, what motivated you to establish this platform, and how does it contribute to the empowerment of women?
After being a hairdresser for over 20 years and hearing the many stories of my female clients, some good and some bad, I wanted these women to be recognized. At first I didn’t know what it wasexactly I wanted to do. I used to ponder because of my passion for parenting. I considered doing parenting awards, but it didn’t feel right. One night, while lying in bed, the name ‘Women for Africa’ popped into my head. I decided it would be an awards event for African women, recognizing the ordinary ones doing extraordinary things to inspire others. Women of Africa became an annual awards ceremony, providing a platform to celebrate and elevate these women. By showcasing and uplifting African women, we reveal the depth of our stories, the struggles, and triumphs. People attending the awards often express awe at the inspirational journeys of these phenomenal women. Hearing stories of resilience and determination, like a woman reaching a top position against all odds, inspires the next generation. It’s about showing that there’s more to us than meets the eye and encouraging others not to give up on their dreams.
Speaking of your initiatives, you are 1/3 the Kommissioners podcast and it covers a lot of topics. How did this podcast come about, and what do you hope listeners take away from the discussions?
The podcast came about with three of us—myself, DJ Gabe, and Sounboy T. We, being active in the entertainment industry, thought, ‘Why not create a podcast?’ DJ Gabe works with Ghanaian artists, while Gabe and I used to host a show on Bang FM, now The Beat FM. We didn’t want just any podcast; we aimed for the three E’s—education, entertainment, and empowering. When we interview artists, we delve into their journey from the beginning to now, covering everything in between. This, we believe, is where empowerment and education come from. Our podcast spans various fields, not just the Afro beats industry. We can interview a guest that’s running a successful food van, because that is empowering and educational, and then obviously, you get different artists go and buy food from that same vendor, it’s also entertaining as well. As long as our podcast embodies those three E’s, that’s what Commissioner’s Podcast is all about
You currently manage the emerging artist Genie KG. How do you navigate visibility for him?
To be honest, managing him wasn’t intentional either. I’m passionate about upcoming artists and rising stars, so I created a platform on Instagram called ‘Sunday We Freestyle’ with two friends. We invited artists to freestyle and get feedback, and to make it impactful, I wanted feedback from someone notable like ID Cabasa. He became the feedback giver on our platform. The artist I manage now was one of the participants. Over time, we stayed in touch, and he would share his releases and verses with me. During an unplanned trip to Cyprus where my friend took me for my birthday, where he was based at the time, we met, discussed his unreleased music, and I was impressed. I started promoting his music, reaching out to industry contacts, and sought advice on how to package him effectively. When a friend mentioned that artists with a team, including a manager, are preferred, I asked him if he had one. He didn’t, so I suggested he gets a manager and offered to help find one. After exploring options, he asked if I could manage him. I reached out to a friend who manages artists, and we decided to co-manage him. I told him the good news, and he was excited because he had wanted to ask me earlier but thought I didn’t manage artists. Managing him wasn’t planned, but, I believe he’s incredibly talented, and the world hasn’t seen anything yet.
- How has this journey been for you, do you enjoy managing artists?
For me, the journey has been smooth because he makes it easy. One thing I appreciate about him is his willingness to listen. He’s the type of artist who considers decisions carefully. Even if a decision might not initially seem favorable to him, he accepts it because he understands the rationale behind it. We ensure that he’s comfortable with decisions, and he always supports them once he grasps the reasoning. We also value his input – for instance, when choosing his next single, he sends me three tracks, and he gets to decide which one he wants to release. He’s very hardworking, especially since he returned to Lagos. He’s not one to sit and wait; he actively contributes and sends me so much content. He’s incredibly proactive, and I appreciate his work ethic. Moreover, he’s not just an artist; he’s also a graphic designer. He knows what he wants when it comes to artwork and takes a hands-on approach. Although we have professionals to do those things, he enjoys being involved in the creative process, showcasing his unique perspective and creativity.
You’ve made such impactful and very significant contributions to the visibility and representation of Afrobeats, what do you say is your most impactful project so far?
Well, I wouldn’t attribute it to one thing. I see myself as someone who connects people, filling gaps to create something significant. I’ve been involved in a few projects where I’ve played that role. My kids often say, ‘Mom, you don’t talk about these things enough. People don’t know you’re behind this and that.’ But I prefer being behind the scenes because it’s not about me; it’s about the culture and the industry. It’s a collective effort. As long as everyone plays their part, I’m content seeing big things happen.
In terms of changes, what changes would you like to see in the industry?
For me, I’d like to see two changes. Firstly, I want artists to focus more on personal development, especially in the areas of music education and understanding the entertainment industry. It’s crucial for them to know their rights and ensure they receive what is due to them. Secondly, I’m passionate about artists receiving comprehensive personal development, particularly in their mental well-being. The challenges they face, especially in the realm of social media, can take a toll. I want to see artists educated and supported in navigating these aspects of their lives. It’s not just about making music; it’s about their overall well-being. They should have someone to talk to, addressing both their emotional needs and ensuring they are physically well-rested and healthy. Artists are human beings, and their well-being should be a priority, considering the demanding nature of their profession.
You mentioned earlier how you started the Sunday we freestyle because you felt like there were a lot of upcoming artists that needed it. If you were to give particular advice in terms of visibility what would you say to them?
Utilize your phone to create content and consistently put it out there. You never know which piece might go viral, and that could be your breakthrough. Some artists claim they lack money or connections, but sometimes creativity is all you need. Put something out there, let others see you, and the opportunities will follow. Don’t let anything stop you; even if your phone isn’t top-notch, involve friends and their devices. Never admit failure just because you think you lack resources. Social media platforms are accessible to everyone, and your content can reach global audiences. You might not realize how far your content travels, so be visible, create, and share without holding back.
This is a random question. But if you had a theme song, what song would it be?
I’d have to say it’s ‘Influenced’ by Genie KG. I’d have to go with my artist (laughs), there’s a track that hasn’t been released yet, but it’s one of my favorites. The song is called ‘Freedom,’ and I’m really captivated by the storyline and the boldness in it. So, if we’re going with a released track, it would be ‘Influence’.
Let’s play a little random game called the Top 5 to get to know you better!
What are your top five must-have snacks?
I definitely enjoy Brazil nuts. When it comes to snacking, my go-to options include watermelon, cucumbers, and wholemeal Ryvita biscuits. I have a preference for healthy snacks—I guess you could say I’m a health freak. Apples and grapes are also among my favorites.
How about your top five most used apps?
Instagram, Facebook, LinkedIn, WhatsApp, and I’m working on getting the hang of TikTok. I occasionally use Snapchat, not for posting, but simply because I’m a filter enthusiast—I love the filters.
Adding to the fun, if you were to highlight 5 hidden gems you’re currently enjoying, who would they be?
Well, I don’t know if people haven’t found out about them. But if I’m to pick artists that I would say I’m enjoying and if people don’t know them already, they should probably check them out. I’d mention my artist, Genie, whose name you would already hear a lot. Another artist is Johny Richie, he’s on Instagram as I am Johny Richie; I’m really into his sound. Timi Martins is another one whose sound I absolutely love. Recently, I came across a talented female artist on my timeline from a page I follow, spelled ‘cold’ with a K, and I believe her handle is Kold AF. I’m really captivated by her sound. Lastly, I’m currently enjoying Ayox, whose Instagram handle is AyoxLp. His collaboration with Zlatan on the track ‘Walking Dead’ is something I particularly like.