Aboki: First up thank u for granting this interview. I am very much pleased to have this Session.
William T: My pleasure
Aboki: How would you introduce
urself to the world?
William T: And I don't really know how to answer that lol
umm
Aboki: To be more specific, the
entertainment industry because I know u do a lot of things
William T: Ok, right now, I'm Managing Director of a Events
management and Concert Promotion firm, called RECAS.
William T: In December we put together our first concert in
Buea, with Flavour headlining featuring Petit pays and Jovi.
Aboki: Ok sounds good! Is it as good as it sounds?
William T: Is it as good as it sounds: it's actually a lot
of work and learning on the job
William T: But it's something I've always loved doing;
Putting together events.
Aboki: Let's not talk figures but
was it worth it at the end? I mean financially?
William T: Yes it was, we covered our costs, and we have no
debts with a small profit margin
Aboki: Ok then that's a brilliant
start.
Aboki: Now let's talk BTR
William T: I think it was worth it, especially because It
was more about building a brand than making profits. It was a financial
sacrifice the company had planned to make.
Aboki: What was BTR all about? I
think the public never even got to. Know what it's mission nor vision was
William T: And that was very intentional because we didn't
want people thinking it was a record label. That was the misconception. But
it's ok, since we didn't actually put out exactly what it was. I remember early
on we had a heated (light-hearted) argument with a few influential kmer
entertainment players, who were trying to force the label "Record Label"
on us. That's why we weren't "Black Triangle Records" Originally, on
founding it, we wanted it to be a marketing firm, but it evolved into a
creative/branding firm.
Aboki: So you built the brand BTR to a point where
people were responding to it. Why did it drop off the surface suddenly?
William T: Because it grew faster than we could handle. We
had no money lol we were broke. Performing mid-air stunts on a zero budget.No
money for studio time or videos, or transport sef, but in a way, dat's thepoint
we were tryna make. That You didn't need millions to create an impact. And I
think we achieved that.
Aboki: After achieving presumably the hardest part.
Why did the artist break apart?
William T: Very interesting question. We didn't have anyone
on a contract. What we were doing at the company was trying to grow together
with these acts. Arré & Ace. We were trying to make them
Aboki: Not forgetting Ojonery
William T: Ojonery, really, co-founded the company with me,
so I won't really count him. He was an executive.
William T: Sadly, Arré and Ace didn't see the company’s
vision, and wanted more, way too fast. Something the company, then couldn't give
them. So they went their solo routes, understandably.
Aboki: Will you work with them in
the future if the chance arose?
William T: If we have enough capital to bind them by
contract, absolutely. Then, we'll be able to check their discipline among other
things. Cuz that was my main issue, as CEO, with them then.
Aboki: You once told me and i quote
"Ojonery is the best rapper in. Africa and even better than M.I" that
was 2011. Do you still feel the same way after three years?
William T: Loooool No I don't, because standards have
changed. The landscape is different now. Music sounds different from what we
came up making/listening to. Ojonery's style is more traditional, more
american. But raap in Africa these days is more technical with local languages
and slangs used. A wave, Ojonery found it a lil difficult to ride.
Aboki: Well said...
William T: But if we're talking traditional rap? The way
it's done in the west? Ojonery's a beast.
William T: Coming up with BTR, we understood the importance
of adapting to an existing cultural landscape and finding ways to earn a decent
living from it. And American rap wasn't the answer lol. Reason why I didn't
like that FAB verse on Stanley's Hein Pere remix. Cuz we've evolved passed that
kinda music.
Aboki: Well u just spilled my
thoughts on that one. Who do you think would have been a suitable feature?
William T: Traditionally, Jovi. Cuz let's admit, that's what
the world has been waiting for.
Aboki: The public seems to have this
perception of friction between Stanley and Jovi. Do you think it exist?
William T: Umm, that's an interesting question.
William T: I know for fact there's no friction. FOR FACT, but
what these acts feel about each other deep, down is something else.
William T: I know Jovi has openly supported Stanley, and
Stanley endlessly shared Jovi's bastard video when it dropped but why they
haven't collaborated yet is honestly beyond me.
Aboki: Also a lot of people think
that Jovi should be the Leader of the movement considering his portfolio and
even more so there is the thought that Stanley song is only as big as it is because
of the branding and his PR team.
Aboki: What is your opinion on this?
William T: Nah, it's an incredible song. Such songs are written
only once a career. It's God-Inspiration and I don't think his branding or PR
is out of the ordinary.Stanley's success is solely on his person, his drive and
his hunger. All that on an incredible song.
Aboki: Do you think Stanley will be
able keep up with the bar he has set? Because Tumbo Boss seems to sound like
Hein pere all over
William T: Did you ever hear the first version of Tumbuboss?
Aboki: Yes the leaked version
Aboki: It surfaced online a couple
of months back
William T: Lol it wasn't leaked, he released both hein pere
and Tumbuboss; then took Tumbuboss down.But that's a detail, if you compare the
first and the second, there re a few things you'll notice are different, Glaringly:
the production; then the song writing. It was designing on every good point
there was on Hein Pere He extrapolated all the positive points on Hein Pere and
built Tumbuboss around them.
Aboki: So do you agree with me that
it's about the same thing?
William T: What's the difference between rick Ross'
Tupac-back, and Lil Wayne's John. Different songs, both still hiphop
Aboki: For one different rappers
William T: Rick Ross wrote John, Wrote and oversaw the
production.
Aboki: But he didn't sing it
William T: He rapped in it didn't he? Eno be feature? Lol
Aboki: My point is, with the force. That he is coming up with
don't you think it would have been. Smarter to do something slightly different?
William T: Nah,If I signed Stanley, I'll want him to apply a
winning formula. It's a business, don't forget. He doesn't have the luxury.
Aboki: I think that's what
eventually made people bored of acts like Koppo, Puff puff and beans everyday
William T: Tumbuboss was designed as an "Hein
pere" 2.0. Whether it is an upgrade, I doubt it but I think Stanley has
the potential to go very very far.He's a very smart dude.
Aboki: He is no doubt
William T: I just want him to make his brand more
accommodating. If I could give him any brand consultancy. But I think he has a
clear idea of where he wants to be in 2 yrs. He's made it so far, so good.
Aboki: What do you think of Buea in
relation to the entertainment industry?
William T: I actually hate "entertainment
industry" lol
Aboki: Hahahahahah
William T: It's not an industry yet.It's not profitable yet.
And dat's my problem with Buea. Many talented musicians, no business people. Everybody
makes music and videos out there to impress their equally broke peers. They're
so busy being artistes; they forget they need to pay their bills. Buea is the
place that has the most talent in one place Hands down.
Aboki: I am going to call a couple
of Buea names and you tell me what you think.
Aboki: First Master Chill
William T: Hahaha, you wan chook me inside work lol go
ahead.
William T: Master Chill: Pioneer, Visionary. I don't agree
with his creative direction at all, but he's the foundation on which most of
what's happening now was built. The recording studio, thevideos. kudos.
Aboki: What about his business mind
set?
William T: His business mindset? He's a business man above
everything. Creative business man. I
don't have details of his business moves, but from what I see; we just have to respect
the guy. He was one of the first to believe in Buea's potential.
Aboki: Martin Di Cristo
William T: Martin? Very talented guy.Super talented. But the
fact he's so focused on gospel to me, is slowing him down. But one never knows,
he's bred for big things.
Aboki: Simo Jandie (JK)
William T: Haha….Super talented dude who can't focus on his
music.
Aboki: Lool
William T: He's the best producer in Buea, to me.Well,
you've got him and Deecy.
Aboki: And lastly Trackzone as a
group (or former)
William T: Trackzone,
William T: Trackzone wasone of Buea's first groups with a
label-esque structure. I've always respected their moves, not always agreed
with their creative moves, but always respected what they did.
Aboki: Talking about Deecy, he seems
to be flirting with everyone but sleeping with non. Why do you that is?
William T: He's a kid. Lol….Na petitfrere.
William T: He's still distracted by visions of grandeur.
He's going thru what every single actin buea is going thru. They’re doing music
for the wrong reasons,"illusions of grandeur"
Aboki: Are you signing artist at the
moment?
Aboki: I mean you as CEO of BTR
William T: Yes I am actually.I've got my eyes set on about
3.Right now I'm building the structures and relationships to support developing
a Cameroonian urban act. Cuz at the end I'll sign just one.
Aboki: One year ago there were
rumours of you wanting to sign Zemenkie who use to go by the name Jo shady.. Is
she one of the three?
William T: Nahnn lol….But yea, we had intentions of working
with her. BIG BIG BIG plans for her,but things didn't pan out the way we
expected.
Aboki: What does the industry need
to go that next level?
William T: It needs more people who aren't interested by the
spotlight. Who are passionate about the culture and understand that it's a
business. But for that to happen, artistes need to make their craft available.
They need to drop music, constantly. Because businesses are built around there for
now, everyone is way too careful so it's slowing things down. The more music,
the more video directors, the more branding guys, the more marketing and pr
guys, the more investors, etc
Aboki: The crowd seems to like
social commercial sound. You know a more Jovial approach.. does artist have to
sacrifice his art to be successful?
William T: Hum. What's art though? Art, though universal, is
a very subjective topic. To many, Soulja Boy's Superman is ART. To many
Picasso's paintings are ART.
Aboki:
Yeah and I believe they are right.
William T: Tho, we don't understand what he was painting. That's
what I mean, it's subjective. There are two options.
Aboki: But what if the crowd only
liked Picasso paintings... Do I have to stop drawing in a Leonardo Da vinci
style?
Aboki: Or must I Stop seeing things
the Basquiat way?
William T: No no, my point is, what art to you is, may not
be to me.
William T: Either you keep making "ART", for a select
few and not expect to make money out of it, or u understand that this above all
is a business, and make music for ur target audience and prospective consumers.
So instead of dueling on the subjective, make democratic art, something
everyone understands and appreciates, "Popoli" instead of Basquiat,
or DaVinci, or Picasso.
Aboki: Ohhh I See it... if the Audience
doesn't see the artistic feature? It doesn't appeal to him therefore it's not
art to him
William T: Exactly and it doesn't make "Popoli" a
lesser art it’s Just more democratic
Aboki: It's been so great listening
and talking to you.. Do you have any words for those who want to get into Camer
Show Bizz or better still those who have the funds but are scared to invest?
William T: I'll tell them not to invest yet Lol. Buea
artistes are not yet ready. Until they understand they need managers that are
in Douala and Yaoundé making moves for them, until they understand that they
have to release their music, until they understand they can't do everything
alone, they're not yet ready for any investment. As for the artistes: hire good
managers, sign contracts, hire good branding guys, hire a good PR guy,
understand that you're a business and your only job is to do your part: make
music. Let your team handle the rest.
William T: Thank you very much for the time and the
platform.
Aboki: The pleasure was mine and we
hope to see more from RECAS. And BTR
William T: Amen o! Amen!
You are what we needed in the Blogosphere. You are good Mr Aboki. You must have noticed i am your number one fan! Very good interview, good questions posed, interesting discussions...I love it! Simo Jandie
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