EXCLUSIVE INTERVIEW WITH DEE JAY ABASS:
British Born, Nigeria’s No 1 Media Marketing Czar Unveiled…Says ‘I’ve got a message for Nigerian Government’
*Explains: ‘Nelson Madiba Mandela is my Mentor’
* Echoes: ‘My break into British Mainstream Entertainment Media’
*Evergreen roles played in Notting Hill Carnival, London Olympic
*Dubbed bridge-builder for African Diaspora in UK & Africa
BY GEORGE ELIJAH OTUMU, CNN iReport, NORTH AMERICA & EDITOR-IN-CHIEF, NAIJA STANDARD
ABASS Tijani is his name. But all over the Queen’s enclave and other parts of Europe, he is famously called ‘Dee Jay Abass’. Not only his he humble, but so creative, hardworking, honest and consistent in his craftsmanship. There is no major media marketing event or African show that will take place in United Kingdom, UK, without him consulted for his professional input being a ‘Showbiz Impresario’, British-born and African ‘numero-uno’ pioneer Disc Jockey expert whose face is familiar in most homes of Africans and British entertainment lovers. In this revealing interview with Cables News Report, CNN iReport, this multiple-award wining entertainer bares it all. Enjoy:
How will you describe the incursion of Nigerian brand of entertainment in UK?
Nigerians in the UK are estimated at one million plus and of course they crave for their own brand of entertainment. There has been a steady increase in the United Kingdom over the last two decades in the ‘import’ of Nigerian entertainment via music concerts, stage plays and London movie première especially Nollywood films. There are over five Nigerian owned and run televisions stations in the UK that are also important platforms showcasing all forms of Nigerian entertainment.
How about the acceptance of African show promoters in UK?
African event promoters have been very instrumental in creating a ‘connect’ or ‘bridge’ between African diaspora in the UK and Africa. I describe most of them as ‘therapists’ who have committed their time and resources to bringing ‘home’ to the doorsteps of Africans in the UK via events. They are very much appreciated.
Tell us how you were able to use your talent to break in into British mainstream entertainment industry?
I’ve been described in a some quarters as one of the first generation of African DJs in the UK that helped popularise African music beyond the African audience. African music has always been a constant inclusion in my repertoire especially during a time when many African Djs in the UK didn’t deem it fashionable. I also co-produced and presented the first African music show on African TV in the UK called Intro with Dj Abass. Today, African music has been accepted by young Africans in the UK and has more presence on UK mainstream media.
Your business is diversified over there. Can you take us into it?
In the last two decades, I’ve developed careers in disc jockeying, event hosting (MCing), broadcasting, event management and media consultancy. The great thing is I’m still involved in all as they are now intertwined in my everyday business activity.
As an African Media-Marketing Czar in Queen’s enclave, what are some of the highpoints of your outstanding success?
During the 2012 London Olympics, my media and event marketing firm was contracted to manage the Nigeria hospitality suites at the Africa Village. We have also been part of the Nigerian corner at the Notting Hill Carnival which is the longest running annual gathering of Nigerians in the UK.
How about your adventure the first time to UK from Nigeria?
I was born in the UK and returned in the early 90’s. It was a very exciting period in my life – young and very adventurous. My deejaying career kicked off during this period and set the foundation for who and what I am today.
How do you derive inspiration to combine all the businesses you do in London?
The beauty of all my vocations is that they are intertwined in the way I apply myself and business to them all. I could be deejaying / mcing an event, and also be broadcasting from the same event plus being an official media partner. It’s a great position to be in and has worked well for me.
Which is your first love: Disc Jockeying or Media Marketing?
Both are my first love.
What has been the most challenging period of your career?
That was the first decade (1991 – 2001), a period when Nigerians were struggling to carve a niche for our brand of entertainment in the UK and craving for recognition and acceptance from mainstream platforms.
Kindly tell us names of your mentors and lessons you learnt from them
Nelson Mandela has been a great example to me. He epitomizes self belief and conviction-character traits needed to be exemplary.
What do you think is the problem facing the African music industry?
The biggest problem in the African music industry is the use of copyrighted work without pay. Very few organisations pay royalties and existing legislation is rarely enforced hence short-changing the artiste.
What was the most embarrassing moment you experienced in hands of your fans?
Honestly, none comes to mind.
How about your on-going projects in the UK?
We are currently helping to build a cinema culture for African films in the UK through movie premiers and releases.
What was your aspiration for career then as a young boy?
I wanted to be a broadcaster.
Would you say you got any regret in life?
I have no regret at all.
What lesson has life taught you?
Find your niche and build on it.
Will you describe yourself as fulfilled in life?
I believe so. I feel privileged and highly fulfilled.
How can African youths tap into your repertoire of knowledge?
I have always followed my dreams and was always ready to take on the challenges. The greatest fulfilment in life I believe is discovering what makes you tick – and following that dream. With the right attitude, it will take you to your destination.
What are your projections say five years down the lane?
To see African entertainment at par with its continental counterparts
How can we use entertainment to bring lasting peace to African continent?
Entertainment is a common thread of success that runs through most parts of Africa and ultimately unites us. This is very evident in collaborations in music and the different film industries in Africa. We all speak the same language via entertainment and it remains the best way to tell our story.
What is your message to Nigerian government?
Many Nigerians are looking forward to ‘change’ as promised by the new administration. I hope the present government will fulfil its promises to Nigerians.
Finally, what is your message to your fans and CNN Manageable?
To my fans, thanks for your continued support. To CNN, thumbs up!!!
