Bespectacled with a full head of hair, his melodious voice rose and fell with the right pitch, along with the beat, rhyme and rhythm, you could see he was enjoying himself as he did what he knows how to do best. This was at King Sunny Ade’s 70th birthday party which held on September 25, 2016 in Lagos. Imagine singing Juju music for the king of Juju music, indeed it is no mean feat. BDSunday just had to know what LUDARE is all about and what makes him tick. He shared his journey and perception of Juju music with MABEL DIMMA in this interview.
Tell us a bit about yourself
I was born into music but I started professionally in 2007, and it runs in the family. My dad is of the ‘Sabada fame’ of the late 60s and 70s- Emperor Wale Olateju, so I probably got this from him. Though there was so much discouragement from the family; for instance, my father wanted me to be a doctor. But I decided for myself earlier in life that success is whatever you make of wherever you find yourself at any point in time. So I knew that going to school was vital, I did not have a choice; so I built a career in the corporate world, in advertising, marketing precisely and I also know that there is opportunity to build a career in Juju music also.
Would you have become a doctor?
No, for my first degree, I wanted to study Law, but ended up studying English. Then I went back to school for a post graduate diploma in Advertising and Public relations, then I did an MBA in Marketing as well as several other professional courses. I am also a member of several professional bodies.
How has it been since you started in 2007?
Fantastic! Year on year, our growth has been phenomenal.
Have you done any study or course in music?
No.
Is it not important, since you have taken up music?
Well I think it will be basically the business side of music because I have plans to run a label and I am putting up a studio presently. The knowledge I have in marketing, I will put into that because every other thing is innate I would say.
Why did you choose to play Juju music like your father?
You know, children are quite impressionable and while growing up, I grew on this. Personally I have that thing that music is the kind of thing we can use to keep our culture, tradition and identity as well. If you go back into history, you will discover that in Yoruba settings, the poet in the Obas’ palace are the custodians of our history, so African history is kept more in the oral form and nature. It is through music from the shrine, from worship centres, which is one of the bedrocks of Juju music. In terms of identifying who I am as a person and my resolve not to lose that identity, not for anything. I think there is still a lot more for us to explore about who we are as Africans; or as a Yoruba person for instance. So the driving force is not just the commercial side of singing and making money from music.
How many piece-bands is this?
The full establishment based on introduction of percussion and whatever- we have like a 20-man strong band.
Does it make business sense to have that much?
Absolute! For what we do because it is about niche. I can run this same concept program base; but when you talk about the business side, you talk also of the economic side. This is economic empowerment, creating job, it is also ensuring that we blend perfectly the western technologies and advancement with our culture. No matter how much of technology I want to use, I can’t synthesize the talking drums so much. I can do the konga on the keyboard, but the feel and flavour… One of the things that have kept Sunny Ade relevant is his authenticity. This is the authentic Juju music, not the abridged version of it. When you talk about genre of the music, there are sub-genres of the music, so it all depends on the niche I have chosen to create and keep for myself.
Share your first experience
Interestingly, I was not prepared for my first experience. I was having a chat with someone, an older person in the business world and I said to him (it was my dream); “I’m even thinking of setting up a band. In fact I have a band and we can play.” And he asked, “are you serious?” Go and get your band ready to play for me. My sister is getting married, so you will play on Thursday and Saturday.” Two gigs at the same time and it was a big one. We had a sitting governor; late former governor of Ondo State, Olusegun Agagu in attendance. The couple was staff of Mobil Oil Company… the groom with Mobil international and the bride with Mobil Nigeria, so it was a big party. The engagement was at UniLag and then the party at Lekki, it was fun. So within that period, I had to get people together and we had several rehearsals. The guy even gave me some speakers he had, and that was how I got my first set of equipment and he gave me some good money close to half a million. I went to Alaba International market with that and bought some instruments and I started. The first experience was awesome and people could not believe it; we had huge attendance and it was there I met the current Ooni of Ife and we became friends since then. I performed during his coronation and also at his wedding.
Do you have your own compositions?
Absolutely! I actually have a record, a whole album with about an 8-tracker. I also have a 3-mins video on YouTube and that is like a signatory tone for me into the industry. The reason I decided prior to now not to push my work is the fact that I am not really ready to put a face behind the name; but if you ask around the social space, they know Ludare. Granting this interview now, is part of me getting ready.
How do you blend your rehearsals with your corporate work?
Oludare Olateju works from Monday to Friday, and then Friday evening, Ludare takes over. I think it’s been about balancing the acts and trying to make things work. I am actually a senior brand manager with Nigeria Breweries. At some point, I worked with Guinness for about 10 years; I was the assistant brand manager that introduced ‘Gordon Spark’ in those days.
Do you have a name for your type of Juju music?
Yes, this is Juju music; I call it Sabada juju, which is what I inherited from my father. He is the popular creator of ‘Sabada’.
How did you get to play at Sunny Ade’s 70th birthday?
It is interesting; October last year, I was at a gig in Ondo state, Sunny Ade was also there and we had our different stages set. And he said “Dare, my son, how is it; how is your father?” (I think he probably attended my naming ceremony when I was a child). “This is how it will be, I play and then you play, we’ll take it like that,’ I said that was ok by me. So after he played, he called me up and then asked, “Dare, do you want to come on my stage to play or you will play on yours?” Of course I could not refuse such offer so I gladly accepted it. He sprayed me some money, he prayed for me and from there we started nurturing the relationship. Another day in Ijebu, I went for a party and he saw me… he said “Dare how are you?” Don’t go. Come and sing.” He gave me the mic and I sang; after, he thanked me and asked me to keep in touch. For this his birthday gig, his wife Ajoke, got in touch and commissioned me to sing.
Is there any plan to go into music full time?
Definitely! That’s the way forward because this is my own thing and it is an opportunity to express myself and exhibit all those things I have learnt in the corporate world and make it work.
Hip-hop is the rave in Nigeria… is there a market for Juju music?
Absolutely, yes! If you look at the map of Nigeria, the South West is the second largest in terms of the number of people in this tribe. Hip-hop is a passing fad; it is trend…we go full circle. If you listen to hip hop on your 21st birthday, even if you go as far as listening to it on your 40th birthday, I bet you, by the time you are doing your 50th or your child’s engagement, you will still want to defer to Juju or traditional music. And so the relevance is there. I think the challenge is for us to take it as seriously as possible and make it worthwhile. A lot of people play Juju music, but it is all about focus; what focus have you given it? You have people who are into this just for the commercial reward, but we are into this, not just for the commercial rewards but to make a point.
MABEL DIMMA
