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Umeadi Onyekwelu

Umeadi Onyekwelu

Accurate Effective Solutions

Umeadi is a content acquisition, client management & relationship expert in digital music distribution in Africa. With success in increasing revenues, brand awareness, market share and improving client satisfaction and relationships in operations. Umeadi holds years of experience in digital music distribution, A&R, client & rights acquisition and management in a dynamic market like Nigeria. 

Currently working at Accurate Effective Solutions, driving content acquisition, identify new emerging talent, plan and prioritise music release schedules across a vast clientele. 

Where are you based?

Lagos, Nigeria

Where do you work? What do you do?

I work at Accurate Effective Solution LTD, which is a music distribution company I started in January 2021. I plan and strategize music release schedules for various independent afrobeats artists in Nigeria, I also distribute tracks and pitch for playlist amongst the various DSP’s in Nigeria.

What are you listening to?

Currently listening to Kinsolo ft Buju – All mine remix

How do you discover new music?

I either learn about new music on the radio or because I work in the music industry, artists usually send unreleased tracks to me for A&R or advise on release plan/strategy.

I also discover new music online via instagram, triller, TikTok or on various new music friday playlists on spotify or apple music.

What formats do you usually listen to? LP, CD, Cassette, Digital, Streaming Services? Why?

I listen to or consume new music digitally through the various music streaming services available. I don’t buy CD’s or cassettes anymore and it’s been a really long time since I listened to music via those mediums. I use audiomack.

Where do you do most of your music listening?

I like listening to music while driving or whenever I’m at home and want to relax. While driving I listen to soundcity radio in lagos, it’s a 24hrs music radio channel that plays music. But most of all I listen to music while at home because I also work from home.

“Most of the pre-release music I listen to is sent to me by the artists” 

How do you find and listen to pre-release music?

Most of the pre-release music I listen to is sent to me by the artists via WhatsApp or SoundCloud link or I hear it as first-listens on the radio.

What are your frustrations with listening to music digitally? Any benefits?

I hardly encounter issues when listening to music digitally except for pop up ads.

How do you keep track of everything you are listening to?

I create a playlist and fill it up with all the new tracks I’m listening to at the moment, that way it’s easy to always come back to them.

Do you tip other people off to new music? How?

Yes I do. I share and recommend new music on my social media platforms. I also share new music links to friends and family.

Anything you want to “promote”?

Kinsolo ft Buju – Al mine remix

DJ Jace – Ginana 

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