INTRODUCTION

With a deep-rooted passion for music, Adjei embarked on his journey in the industry as a session drummer. Fuelling his creative drive, he ventured into the realm of singer-songwriters, forming a band that caught the attention of Chrysalis Records (EMI) securing a record deal. Although dropped after the release of their debut album, this setback only served as a catalyst for his determination to make a lasting impact.

Continuing his musical odyssey, he transitioned into managerial roles, working alongside industry professionals, and expanding his expertise at Various Major Management Companies. Throughout his career, he had the privilege of collaborating with esteemed record companies such as Universal Records, EMI Records, and Sanctuary Music, working with legendary artists including Stevie Wonder, Iron Maiden, Kanye West, and the Pet Shop Boys, among many others. 

INTERVIEW

How did you get into music? What initially inspired you?

I was always interested in music from an early age. This was mainly because my parents and my older brother were always playing music around the house. My parents mainly played Ghanaian highlife, gospel, and hymns. My older brother, on the other hand, played a lot of popular music of the time, but was and still is an avid Motown fan. He introduced me to Motown's greatest and more obscure artists.

The variety of music played in our house when I was younger, really made me appreciate all genres of music - something which has stuck with me. My Spotify playlists ranges from hip hop, rock house, jungle jazz, funk, alternative etc - the list is ongoing. I love being introduced to or finding new artists that I don't know.

But what made listening to music even more interesting for me, was the fact that my brother was a real geek fan. He knew the names of the producers and the writers of every song, as well as every player of every instrument, including the backing singers. This level of detail really excited me. I would focus on each individual instrument and analyze each song to figure out how each instrument “moved” within the song. I've always been drawn to drums because for me they've always been the heartbeat of the song, so I found myself following the drums more and more. I became obsessed with how they were played. I found myself focussing on the rhythmic patterns (in the different genres of music), the percussive impact, the resonance, the tone and pitch of each drum, the timbre - from bright and warm to sharp and crisp - and how the volume and intensity of each drum in each song impacted on how I felt (yes, I went that deep..!!)

This led me eventually on to making and playing my own drums at home, much to the annoyance of my parents, which were basically made from buckets, tin lids, and wooden tubes, and I realised I was good at it but most of all I liked it. I eventually managed to save up and buy my own kit whilst at University in Manchester, taught myself and from there went on to play drums professionally.

On the business side, I formed a band as a singer-songwriter signed to the label Chrysalis. We broke up after recording our first record, which I thought was great, but which didn't sell for a variety of reasons. I continued working for my manager at the time, who represented an artist named Neneh Cherry. My first job for him was touring the country visiting record stores and buying copies of her first single, “Buffalo Stance”. Can you imagine? Hahaha. Yes, labels and managers always have, and always will do anything to push an artist that they believe in..!!  

What themes do you tend to interrogate in your work?

Firstly, Artistic Expression. One of the primary themes in working with creative people, for me revolves around artistic expression. Music is a powerful medium for artists to convey their own emotions, tell stories, and communicate with their audience. I'm extremely passionate about exploring how musicians use their unique talents to express themselves and connect with other musicians and with their listeners on a deep, emotional level.

Secondly, Creativity and Collaboration. These are themes that are important to me and something that is playing a big part in my current project URBAN JUGGHI (see later). Collaboration is a significant theme that runs throughout the music industry. Musicians collaborate with each other, with producers, with visual artists to create multidimensional music experiences. Creativity is at the heart of this theme, as it drives innovation and experimentation.

As a business owner it is important that there is a focus on Industry Trends and Innovation. Staying current with industry trends and technological advancements is crucial. I regularly examine how modern, innovative technologies, streaming platforms, and distribution methods are shaping the music landscape. This theme allows me to stay innovative and adapt to the ever-changing music industry.

Now Diversity and Inclusion are, quite rightly, big issues within the industry. Throughout my years as a black music executive, I have always tried to be a big advocate of this especially in my early days within the industry when there were very few PBOC as well as LGBTQ+ music execs here in the UK and indeed across the globe. The music industry has faced longstanding challenges related to diversity and inclusion. I'm committed to addressing these issues by highlighting the importance of diverse voices to promote equity and representation in music.

These are some of the main themes that collectively define the focus of my work in the music industry. They guide my creative endeavours, shape my professional goals, and reflect my commitment to advancing the art and business of music.

That's an interesting question and a difficult and quite complex question to answer in the context of my actual job, but I'll try.

In my work within the music industry, I have always sought to examine several key themes that drive my own creative and professional endeavours.

What is your favourite project you've ever worked on and why?

That's an impossible question for me to answer, I've been lucky enough to work on some amazing projects with some renowned artists as well as some industry greats.

But I'm going to be cliched and say my favourite project is always the one I'm working on currently. It's always been that way. Ultimately in music you're only judged on the project that you're currently working on. All past successes are forgotten. There's no bigger adrenaline rush than looking for and finding new artists, artists that excite you and in whom you can see and hear potential. You visualize their success, see them performing in arenas and stadiums around the globe. That's the most exciting part. The reality, however, is that there is a lot of work to do from the point of discovery to getting them anywhere close to success. But that work is what every artist should strive for.

That's the favourite part of any project I work on. That's my high.

What advice would you have for creatives of colour looking to get into music/the creative industries?

Getting into the music and creative industries can be both rewarding and challenging, and for creatives of color, there will be unique experiences and obstacles to navigate. But the advice I give is advice I would give to any artist

Develop Your Craft: First and foremost, focus on honing your skills and becoming the best artist or creative you can be. Learn from others and staying open to growth and improvement.

Build a Strong Portfolio: Showcase your work online or in a portfolio that demonstrates your talent and versatility. 

Network: Connect with other creatives in your industry, both online and offline. Engage in conversations with people who share your interests. This can lead to collaborations and opportunities you might not find on your own.

Find an advocate, mentor, agent manager: This I would say is the most important aspect. They believe in you and will not see your colour. They will speak on your behalf. They can provide guidance, advice, and connections that can help you navigate the industry more effectively.

Stay Informed: Keep up to date with industry trends, new technologies, and emerging platforms. The creative industries are constantly evolving, and staying informed can give you a competitive edge.

Promote Yourself: Don't be shy about promoting your work. Share it on social media, collaborate with influencers or bloggers, and submit your work to relevant agencies, labels, publications, or platforms. Building a personal brand is important for gaining recognition.

Be Resilient: The creative industries can be tough, and rejection is a common part of the process. Don't be discouraged by setbacks. Use them as opportunities to learn and grow.

Educate Yourself: Learn about the history and context of your craft and how it relates to issues of race, culture, and identity. This knowledge can inform your work and help you engage with these topics in a meaningful way.

Financial Literacy: Understand the financial aspects of your industry. Learn about contracts, royalties, copyright, and other financial matters that can protect your work and ensure you're fairly compensated.

Persistence: Success in the creative industries often takes time. Keep pushing forward, even when faced with setbacks or challenges. Believe in your talent and keep working towards your goals.

Stay True to Your Voice: While it's important to adapt and evolve, don't lose sight of your unique voice and perspective. Your cultural background and individual experiences can be a source of strength and authenticity in your work.

What are you currently working on?

Right now, I am working on the project UJ Music, a music company that is empowering global talent from marginalised communities. We're working with six artists. Two from Scotland, one from London, Brazil, Nigeria, and Germany, focussing primarily on their music, but ultimately working on every aspect of their career.

It is important to me that we base ourselves in Aberdeen to enhance the cultural growth of the city, something that's especially important to me.

At present, we are talking to and looking for the right investors to take us on to the next level.

We already have prospective label deals in place with Universal and or Sony. So once we get over this hurdle the future looks great. 

DISCOVER MORE

UJ Music Website