Interview with Oluwaferanmi, Community Manager at Chocolate City Music: 'This industry is small. Be nice to people'
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While I was hunting hungrily for more Afrobeats content, it was recommended that I look into an app the "kids" are using called “Tik Tok.” Since then I’ve been on a long ride of endless swiping, drawn into an almost zombie-like trance. So much content.
Then like a ray of sunshine, I discovered a music label I'd call one of the best labels in Africa, Chocolate City Music.
What drew me into their content was the amount of energy and passion one of the label's artists: Blaqbonez put into making his music. From directing his video project after TG Omori billed him $30,000 to creating and posting different funny content to drive the bottom line. The Label’s artists are enjoying a great spree of success. Blaqbonez got everyone talking with the visuals of "Back In Uni" and Young Jonn's " Xtra Cool" keeps amassing impressive numbers of streams while dominating charts.
This further drew me into their world. Their pages were full of friendly, inclusive, and clearly well-researched content. I saw a part of the community that I haven’t given enough attention to The fluff heads and the people who are truly passionate about the music they put out.
After hooking me with his peppy attitude, I still wanted more. People like this are treasured individuals, and their approach benefits everyone. I wanted to know more. I’d eventually end up stumbling onto more stuff, but before we go into that, I figured I’d reach out and talk to someone at the label.
Tell us a little about yourself
Myself? Well, my name is Feranmi.
I work as a Community Manager at Chocolate City Music. I am an all-around digital creative living in different cities as well as taking various specializations.
That’s awesome. What was your career path to get to where you are now?
Delightfully scruffy and typically chaotic.
Discovering that there was a thing called content writing, where you get paid actual money to play with words and have peculiar thoughts was a genuinely life-changing moment.
I discovered this before I bowled out of university and I worked with happenings as a content writer and many other solopreneurs. Few years into that, went a little stir crazy, worked as an Assistant Project Manager for Moremi Ajasoro/Africa Fashion Week, went even more crazy until a pal roped me into the content creation life.
After another couple more pass-the-time jobs (including one particularly enjoyable stint at Diamond FM. I was an intern presenter), I decided It was time I took Instagram seriously. My Instagram became a place for me to document the everyday stories of my life. It became a visual diary of the places I’ve been, the food I’ve tried or cooked, the things I’ve achieved or failed, the people I’ve met, and the lessons I’ve learned.
By sharing these stories, I started growing and connecting with people of other cultures, communities, and opportunities. That basically started my journey in Social Strategy. I started getting paid offers to create social strategies and designs, and I started helping brands to build and manage their online communities.
And that about brings us up to date.
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Can you give us an introduction to your journey and experiences so far as a community manager?
I actually first interned at Chocolate City Music. Then I was offered full employment following the review of my internship.
The position has been both interesting and challenging. I always work with the team to ensure everyone is happy. We try to form really close and genuine relationships between artists, the fans, and the industry stakeholders at large. Here, the learning never stops. You've to be able to relate to artists in a very specific way. We're doing a lot of promotions. I was on the road sometimes; I got the opportunity to understand what makes them tick, and what they want to do, and I’ve been lucky in being able to apply that knowledge base and experience in this role.
There could be times when somebody is freaking out — maybe there’s an issue with their channel or maybe they’re concerned about how a piece of content is performing. So there is a degree of that. But it’s not so much calming them down. It’s trying to get an understanding of what they are trying to do.
Hmm. When people hear the term “community management,” they may picture music fans throwing temper tantrums and you calming them down. How much is that a part of your job?
Lolade, managing the fans, and keeping them connected to the artist are both parts of the job. Establishing a rapport with them that will lead to their reliance on you and your work.
What are the most challenging aspects of your role?
There are challenges — having to adjust quickly to timelines changing, or having to pivot to different content quickly — but these are also skills.
You've to understand different emotions, cultures, and personalities and be a great listener to be able to make a real impact and drive the bottom line.
Could you tell us about the most exciting project you've worked on and how you were involved with it exactly?
Young Preacher currently tops my list. At a label, everyone is pretty much focused on the same goal: Everyone’s trying to have the artist be successful and get the music out, and everyone’s marching in the same direction.
We had a comprehensive rollout, and I recall scheduling meetings and chats with the Artist community team. I'm glad the project is amassing impressive numbers.
From your perspective at a data-rich tech company, what is an underrated trend in the music business right now?
Well, I see the business moving toward having more of a global sensibility. Online Community plays a lot of role in this. It changed how people discover music. We've seen a lot of Afrobeats content massively penetrating the global market. You can be in Australia and discover Young John's songs while surfing through TikTok or Reels.
Global music culture is not just the way the music industry is looking at things now, it’s also the way consumers are looking at things now.
I think that will continue.
Now let's talk about Young Preacher. How are you feeling about the album now that it’s been out for a little bit?
Haha. Well, I listen to the album every day. It's been out since 2022 but I still feel excited about the album. We're not letting off any steam and actively oiling the wheels.
Let's talk about Young John. Seems he's the new darling of the music industry. What are your thoughts on his craft and talent?
He's an intelligent and amazing person.
His transformation has been an amazing one. It's not easy to excel as a producer and still amass impressive numbers of streams while dominating charts.
People should expect more from him. He's not stopping.
Awesome. How do you fill the gaps when you’re not doing the various day and night jobs?
What’s that? When your world revolves around digital and community building and management, you rarely get “free” time. Your mind is always working!
But I always try to give myself "me time". This is the period I spend reading books, creating designs, and sleeping.
What advice do you have for someone who wants to get into community management?
This industry is small. Be nice to people. You have to be nice because you never know. Relationships are everything, everyone knows that, but especially now.
Also, always show up. And learn to be better at asking questions instead of finding answers.
Name two products you can’t do without and tell me why.
My phone is very important. Even when I'm working on my laptop, everything about work still goes on there.
Can't do without my journal. I have got a lot of thoughts going on in my head simultaneously. My journal makes sure I don't lose them.
Pick a random pic from your camera roll and tell me about it.
I'm at the market restocking. I sell thrifted boots and heels. My belief is that it shouldn't cost the earth to look good and get quality clothes and shoes. And that's what my business is built on. If you share this belief, you can check out my business page here.
What do you read/listen to/watch to stay fresh on news, trends etc, about your industry?
I read and watch everything. News, reviews, books, tweets, movies, podcasts. All of these help you understand humans.
What's one thing that has shortened your learning curve?
Testing and community. I test anything and everything. Join communities of like-minded people.
Your thoughts on networking?
You may not succeed without it. Network. When you do, maintain those relationships.
Thoughtful. Before I remove the shackles, tell me where people can find you online.
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Have a great weekend.