Pryse, L.A.X Sometimes, signing for a Nigerian record label is like attending a school

These artists would have preferred to not learn, but achieve. But a Nigerian record label can be only a
school for artists.

The holy grail for all independent musicians in Nigeria is to sign up to a major recording contract. Young artists with talent sing about it, hustle for it, perform at concerts with the hope of snagging a deal.

Those who seal the deal with a record label are elated. They have access to more funding, a structure to push the music, artistic support, and just about everything else. These artists picture themselves as stars. They begin to plan a future and dream of a time where they cash in their talents and become commercially successful with the backing of the label.

But that is all idealistic. The truth of the matter is often far from that. Label backing ideally should lead to success. But it doesn’t always result in that. Sometimes, you get lucky and become a star. Most times, you get nothing, except an opportunity to learn some more about the music industry.

For Pryse and L.A.X, that’s what they got. They learned about the music industry.

Pryse was signed in 2012, to a different Chocolate City, one which were on the ascendancy after the success of M.I, Ice Prince, Jesse Jagz and Brymo.

With the rapid growth of the label and increasing success of artist management, Chocolate City was regarded as a hub of talent exploitation, and manifestation, with every young artiste in the country working hard at siging to the record label. Who wouldn’t want to sign to a team that has provided Nigeria with the Choc Boys? The original Choc Boys of Ice Prince, M.I, Jesse Jagz.

At the time, Chocolate City had an all-male cast as its line-up. They lacked a female, and there were calls from certain sections of the public for gender-balance and diversity at the label. In Pryse, the label found their lady.

Full of energy and enthusiasm, Pryse, had the opportunity of featuring on M.I's “Illegal Music 2”. After label heads, Audu Maikori, and Paul Okeugo heard her lyrical prowess on the song “No-tis” (a cover of Jay Z and Kanye West’s Otis), they decided to give her a deal.

She had dreams and planned to be one of the few females in Nigeria Hip-hop, who would compete at the highest level, and hit the big time.

When asked what it meant to be the first female signed to Chocolate City, Pryse was all smiles and gratitude: “I thank God I’ve come this far, and I’m just happy its finally happened, and I’m ready to put in the work, so let’s go. I’m ready to be a BOI (Bold Original Innovative).”, the press release from the label read.

In four years since Pryse signed, she released a meagre four official singles and one video. She left in 2016, but she had plenty of learning.

“Life in Chocolate City was a learning experience.It was a lot of information gathering, and just loads of experience” She told Pulse in an interview. “I feel like it was basically just prepping me for what I needed to do.”

For L.A.X, it was the same.

L.A.X started out as a rapper and was part of a three-man group called Flyboiz while he was still in high school. On August 20, 2013, L.A.X signed a major-label deal with Starboy Entertainment moments after releasing the critically acclaimed song titled ‘Caro’ which won him the "Diaspora Artiste of The Year" at the 2014 edition of the Nigeria Entertainment Awards.

Hoping to strike again with the same formula, L.A.X featured Wizkid on another song titled ‘Ginger’. The song was nominated in the "Best Collaboration" category at the 2014 edition of BEN Television Awards,

But that was it. After relying on Wizkid for more than just cameo appearances, he cut his ties to the label and moved on to create a solo career. And for him too, his greatest achievement was ‘learning’.

“When you go to school you spend six years and after six years you collect certificate so when you collect certificate that means you are a good boy, you did well. So I was with Starboy and I was there as a learning process. From recording to the business of music to strategy and all so I thank Wizkid for teaching me a lot of things. Now, we are doing it,” he told Planet TV.

L.A.X and Wizkid

Neither Pryse nor L.A.X signed up for ‘learning’. They wanted commercial and artistic success, but in the end, the main benefit was the learning. They are not alone. Countless Nigerian artists have split from their record labels, with only ‘learning’ as their gain.

These artists would have preferred to not learn, but achieve. But whether the knowledge gained is a blessing or a curse depends on what they choose to do with the knowledge. Pryse and LAX are chasing their independent music businesses and hoping that they can both utilise their time at big labels to their personal benefit.