God is My Inspiration

David (Acekeyz) Elumelu

On first contact with David Elumelu, also known as AceKeyz, the impression one gets is that of a young and easy-going person. This Thursday, the meek-natured keyboardist, music producer, consultant and artiste, was facing an eye issue from a sporting accident he had sustained a few days earlier. That slightly dampened his demeanor but not enough to diminish the broad smile he welcomed us with.

Quite unlike the snotty and aloof first impressions people often get from celebrities or people in that field of entertainment, AceKeyz was down-to-earth and entirely un-assuming; doing his best to make us comfortable despite the temporary visual challenge.

The Abuja-based artiste has grown into one of Nigeria’s foremost producers. He has been involved in churning out popular musical hits with artists such as SlimCase, Cheeky Cheezy, Dr Dolor, Teni, D-Banj, Nappy, Ycee, and most recently Skales. He is a technically rangy music genius who does not shy away from flexing his creative array in different genres of music. A testament to his ability to foray into non-secular genres is the project he did with Jude Nnam. His repertoire of skits, conceptual videos, audio packs, Artiste and Repertoire (A&R) plus beat making are all what make him the versatile and unrelenting ace producer.

Ace-Keyz is a graduate of Banking and Finance from the Central University, Tema in Ghana and has contributed greatly, helping to boost the economic fortunes of Nigeria through his inputs in music both locally and globally.

THE INTERVIEW

Q: You are known in the entertainment scene but for those that aren’t very familiar with you, can you briefly introduce yourself and exactly what you do?

A: My name is David Elumelu also known as AceKeyz – music producer, song writer, consultant… That is who I am, it’s what I do. I produce music every day.

Q: Your Dad is a renowned ex-footballer, lawyer, musician, and former football manager for the Nigerian Super Eagles team. Do you feel any pressure with his sterling accomplishments and that you have a need to prove something?

A: To be honest, not really. Initially when I was much younger, I was like “you need to do something to match up to your dad. Your dad has done this and that…” like I kept telling myself that. But now I understand that at the end of the day, everyone is on their own journey. I mean, he has achieved a lot and done most of his part, and now I have to accomplish things on my own terms, you know. So, I’m not really pressured. I’m just doing my everyday things.

Q: I understand that you still play the keyboard at the church you worship with. This is a rare quality to be found in someone in your profession and with similar accomplishments. What motivates you to still be an active part of your local church choir?

A: First of all, I’m a Christian and I put God first, literally in everything I do. So, I’ll keep on. In fact, everywhere I travel, there’s always a church that I go to. Like from Lagos to Accra in Ghana and Abuja here; because I know God is the one that got me to where I am today and is still taking me where I want to be tomorrow. He (God) has always been an important part of my life and I feel like I can’t repay Him the talent he has given me. So, I believe this is my way of appreciating and giving back to Him. I mean; I’m always humbled to be in His presence to play the keyboard and I’ll keep doing that from now till I die.

Q: Many do not know that you are part of the brains behind the popular and hilarious internet skit – Valentine is Coming, in collaboration with Kabusa Choir. Can you briefly tell us how that idea came about?

A: (Laughing…) Yes, I did! Fun fact is we made that song inside this studio (gesturing around). First of all, big shout out to ‘Mr. Cocoyam’. He’s a dude that I stumbled upon his song on the internet. His song was actually titled ‘Valentine is Coming’ and all the stuff. It started like this: when Austine of Kabusa Choir came to the studio with an inspiration to do something for Valentine, he was going to do one Whitney Houston song as a cover, where they would with some adjustments here and there. But I was like – “I no know wetin una dey talk o! All these things wey una dey tell me, na like dis. We’re doing Valentine’s is coming, where is your boyfriend.” I started producing and made the melody and my friend – Ransom Papi finished up parts of the drums and everything else, by that time I’d recorded just the ‘Valentine is coming’ and left the studio for a bit. When I got back, even my dad was in the studio with them and apparently, they’d made some corrections and it came out to be what it is today. I didn’t even believe that we’d get millions of views.

Q: A lot of people still think that it was a Ghanaian production by Ghanaians. What influenced the direction and cultural/linguistic direction and application in the song?

A: Apparently when the song came out, people reached out to me, like my friends in Ghana. For people who don’t know; I schooled in Ghana. So, as we saw the ‘Mr. Cocoyam’ thing, I was like we should add some Ghanaian theme. My Dad also brought about the inclusion of the word ‘Odoyewu’ into the mix. Austine did his which was arranging and directing how the song and video was going to be like – post production. So, it was partly influenced by Ghana as you said. A combination of Nigerian jollof rice with small assist from Ghana (laughing). I still love my Ghana people o!

Q: Naturally since Lagos is the business and entertainment hub of Nigeria, one would assume you are based there. Why reside in Abuja and how is it that you are still one of Nigeria’s prominent producers based out of Lagos?

A: As I said earlier, where you are would play a part because if you are in Lagos, you’d run into all the big artistes and be able to work with them. I’ve just been going by my own pace. As I said earlier; I’m a Christian and just let God lead me. Most times I shuffle. Like today, I’m in Abuja, the next day I may be in Ghana and the day after that I may be in Lagos. So, wherever the spirit leads, I’ll be there. It’s kind of stressful and hectic, but at the end of the day, we’ll be where we’re supposed to be.

Q: Prior to this era of creative musical explosion in Nigeria, producers and artistes alike where considered a negative and unserious lot with constantly debilitating habit for hard substances. However, in recent times, artistes and producers like yourself are now being perceived as consultants on different creative projects and such. From your perspective what really changed?

A: So apparently, you see the saying that numbers don’t lie. Numbers actually don’t lie! This applies because artistes have more impact on the masses. People tend to call artistes and producers, and generally people involved in music; negative influences because the general perception is that everyone involved in the arts or creative industry are deviants. Going back to what you said, artistes doing drugs and everything. Imagine having a child that feels alone and lacking as was prevalent back in the day, the pain was felt because most parents were hardly involved in the life of their children. Luckily for me, my parents have always supported me, so much as to help me buy studio equipment and lots of different things. They always encourage me up on till now. Most parents will say – “Ahh! You’re going to be doing music and also drugs and have a wayward life style”. All this they do not knowing that they are hurting the child by not trying to sit down with them and relate with them for a better understanding of what they (the children) want to do and be there for them to seek advice from basically.

The fact that most parents inadvertently push their children away emotionally, mentally; would get them depressed, because some artistes are already depressed by circumstances. I’ve had conversations with different artistes and professionals in this field. Their experiences border on the fact that their parents don’t support them which leads to depression drinking and drug abuse, all of what they are not supposed to be taking. The substance abuse is not necessary, but many of the artistes’ motives can directly be attributed to parental neglect and lack of home support. Other parents seeing several instances of the same problem, would be like – ‘oh, we don’t want you to do music’, and then the child is left with the question of what next to do. I believe that if anybody wants to be a doctor; let them, also if anybody wants to be an artiste; my advice would be that parents be involved in what their children want to do. Which is to say that parents need to pay attention to what their child is doing, so the child doesn’t derail from a good part because of neglect and depression.

For anybody listening to me right now, I, David ‘AceKeyz’ Elumelu doesn’t do anything like that. I don’t do substance abuse or smoking. However, I drink on occasions but not when I’m trying to create, because I like to stay sober. Like I said if I do not get inspiration, I just pray. I’ll be like – ‘God please I need inspiration, something that will burst their head’. For real, I feel it’s unnecessary, to be honest! If you rely on say, something like smoking weed, to get inspiration to do what you need to do, you’ll then depend on it always. Wherein you were the original idea. You are the vibe itself. I feel like it’s not necessary to answer the question generally. I personally don’t have any bias against anyone who chooses to, no judgment but my advice would be to not substitute source for temporary high.

Q: Did you know that as of 2021, the local music industry in Nigeria employed about a million people and generated over $8 billion for the Nigerian economy? Do you think that figure will increase by the end of 2022? and by what percent?

A: To be honest, that’s actually huge and I’ll say it’s going to get higher because the World is just waking up to Afro-beats. Right now, it’s crazy because record labels are coming in with offers, with more numbers and with the amount of money…! Like there’s one I saw the bother day, I don’t want to say how much, but that was huge for one person: and that’s because they’ve seen the future. I mean; we knew that afro-beats was going to be big, but the fact that you see the Chinese, Indians Americans and artistes from the UK, people from all over trying to do afro-beats and listening to it; goes to show how big the influence is. They’re all listening to influences like Davido, Wiz, Burna, Tekno, Skales and other interesting acts; is so good to see. That’s why the numbers will keep adding up and increasing.

Q: By what percentage do you think the music industry earnings for this year will probably increase?

A: By one thousand percent!

Q: One thousand!! Is that even possible?

A: It is going to shock you! (laughing). But to be real by a 100%. It is going to increase. Trust me! Because the number of artistes that have gone across…, in fact the people that I’m working for right now, on the low; up and coming. We’ve been getting good deals. One just signed a deal (J-Pro) not too long ago. Others are just getting like crazy deals. And I’m like – this is the same kind of music (Afrobeat) that some people did not want to roll with some years ago, because they’ll tell you that you have to find a certain way, if you want to get to the international market, because you can’t really do everything, but now all the international labels are buying the idea because people are actually rocking with our vibes. So, the earnings for this year is going to be huge. Trust me!

Q: It’s the IWD week. What do you think about it and women?

A: Yeah, it’s cool! I love women. They are strong and determined.

Q: How do you relate with women and what do you think about the theme – breaking the barrier?

A: In my life, I’ve been fortunate to be around great women. I’ll start with my grandmothers. ‘Obong-Awang Grace Ekong’- I love you Granny! (Chuckles fondly) Big Shout-out! (Continues more somberly) Then my late grand-mother – ‘Mrs. P.J Elumelu. May God rest her soul. They’ve always supported me. Then my aunt – Mrs. Joanna Okorodudu-Isioma Elumelu. She’s my big Aunty. She owns ‘Isis Modelling Agency’. She was my first customer to whom I sold my first beat in 2011 to, for 100 dollars. Even though she didn’t need it at the time, she bought the beat to support and encourage me. Big shout out to her as well as my auntie Ajo! They’ve been absolutely selfless and unrelenting in their support for me.

My mum has always been there for me, especially when I went to Lagos for a project several years ago. She was always sending funds and checking to see that I lacked for nothing in ensuring that my trip was a success. My sisters – Isioma and Grace are not excluded as they are doing the most. In fact, I am blessed to have been born into a beautiful family filled with great women.

The female artistes I work with are also very appreciative and kind. There are some of them that will just call me up and send me money for nothing, and I’ll be wondering – ‘why are you sending me this one?’ And they mostly reply with a lot of nice words that all add up to appreciation and support. Big shout out to all these ladies! I mean, this year is for women! Women have been great since the first day and it’s just now that the world is seeing that there are things that women can make happen. I believe that they can do anything they set their minds on doing. So, for the fact that they’re breaking barriers, I’m super proud and everything! I mean; what can one do without a woman?

Q: We did a little research and found that you have been state-hopping with Falz and your crew. What projects have you been on? Do you mind telling us some of your recent projects?

A: What actually gives is that ‘Skales-The Rapper’ dropped an album and I produced five tracks from it. We’ve been on the road, on and off. If I’m in Lagos, I will do some movement related to marketing and his reaching me may be as a result of that. When he (Skales) came to Abuja, we all travelled back with him as well. Then he introduced me to ‘SlimCase’ whom we worked with as well. After that we also met up with ‘Falz’, after which I saw myself in a video with him (chuckles). After that we chatted for a bit about work. During all this, I also met up with ‘Olakira’ the guy that sang ‘In my Masarati’ as well. That was one part before we then linked up with ‘YCee’ some days ago and we’re cooking up something. (Laughs)

Q: So why don’t you share some of the details?

A: (laughing animatedly) Nah!! Wouldn’t wanna jinx it!

Q: The skits you did with Kabusa Choir were such a big hit on the internet. Do you have other projects like that in the works for the future?

A: Yes of course! There’s a ‘Kabusa’ album that we initially dropped, but then had to take down and rework it. We’re still trying to get a better distribution deal for it to move at least beyond Nigeria and everything like the ‘Valentine is coming’ project, because that one got a lot of views and reviews in the US, UK, Germany, Ghana and so many other places. We want to see if we can get the same type of buzz going. Na God fit give that type of buzz o!

Q: For someone who is prominent in the music industry as a producer, you seem to always avoid the spotlight. Can you tell us why you seem to shy away from media focus?

A: Who, me in particular or all producers in general? So apparently, I’ve been working on my craft, and I always tell myself that I’m not yet there. I’ve been producing music for ten (10) years plus and I still keep telling myself that I’m not there yet because I’m still working to perfect my craft. But at the same time, I don’t want to put out this type of image whereby the producer is out there… Producers were always laid back and somewhat in hiding, but now I’m trying to put myself out there right now as a brand, so that I can attract better deals, link up with bigger international acts and everything. Although top shots still DM me and everything, putting my image out there, makes me better known and that comes with lots of benefits. That’s why I’m leaving the back scenes to step more boldly into the public lens.

Q: You’ve been a major force to acknowledge in the Nigerian music industry. However, a lot of people are unaware of some of your contributions in that area. Can you tell us more about some of the projects and artists you’ve worked on/with?

A: I worked with ‘Happy’ and ‘Burna Boy’ on ‘Aye’ in late 2019 – early 2020. I produced that single. I also co-produced ‘Facility’ with Diddy on the track for ‘Cheeky-Cheezy’. I have worked with Slim-Case and Ice Prince. I also did ‘Valentine is Coming’ with ‘Ransom Papi’ for ‘Kabusa choir’. I was also one of the producers that did ‘Teni’s’ – For you, featuring ‘Davido’. And like I said before; I worked on Skales album. I worked on ‘I Dey Miss You’ track featuring ‘Imanse’. I did the intro track and the one where he featured ‘Rotimi’ and lots more.

I’ve done a couple of tracks (personally) and I have some unreleased songs. Why I don’t want to speak on them right now is because I want them to come out and then say – ‘Okay! We did them.’

Q: Do investors come along with offers for business?

A: Well, it’s a yes and no answer because, you know; when trying to invest from a business point of view, you are taking mostly a huge financial risk and most businesses are forward (linear structured), but the music business/industry isn’t really like that, because you have a lot of risk factors which border around the character of the artiste/brand you are thinking of investing in. This gives rise to many questions like – What if the person (Artiste) does this or that. That’s why we see some people shying away from investing their money in entertainment, especially in the music industry. At the same time, we still find that a couple of people still go ahead and put their money in music, because music is a business that still manages to permeate other forms of business and enterprise through marketing drives. Because a music artiste can help your brand grow. Take Davido for instance, he has influenced brands through his music and image in different markets spaces, like from food to fashion, oil and gas to even politics.

These reasons and some are the factors that encourage some people to still be interested in investing in the music industry, because the returns; from my experience, are always sure. So long as the artiste is serious-minded about the business, and you use the right means.

Rap Up: Thank you for taking time out for this interview with True Vision. It has been a pleasure.

A: Thank you. The pleasure was mine.