Etinosa Ehiorobo discusses rise in Nigerian music industry

Etinosa Edwin Ehiorobo, the Nigerian music mogul and A&R guru, is living proof that hard work and passion can break through any barrier. Born and raised in the tough streets of Benin City, Edo State, Etinosa’s rise from humble beginnings to one of Nigeria’s top music executives is a story of resilience, talent, and vision.

Growing up, Etinosa found comfort in music, which led him to develop an unerring eye for spotting raw talent. “I believe in making progress every day,” he says. “I don’t allow the negative parts of the business to draw me back.” It was this sharp instinct that would eventually lead him to establish Etins Records in 2018 – a record label that quickly became a household name in Nigeria’s thriving music scene.

Etins Records’ first major break came with the signing of Victor AD, whose hit single “Wetin We Gain” became a street anthem. With “Motivation,” his collaboration with Erigga, Victor AD solidified his place in Nigerian music history. The success of these tracks put Etins Records firmly on the map, earning it a reputation for spotting and nurturing stars.

Etinosa’s skill in building careers didn’t stop there. He played a key role in connecting Victor AD with music giants like Davido, resulting in the hit collaboration “Tire You.” Under his leadership, Etins Records continued to grow, signing more talented acts like Morien in 2019, whose songs “Maria,” “Dragon,” and “Plenty Money” kept the label in the spotlight.

But Etinosa wasn’t done yet. In 2020, he discovered Yarden, an underground internet sensation blending emo-trap and soulful Afrobeats. Yarden’s breakthrough with the viral song “Wetin” and his debut project, *The One Who Descends*, in 2023, earned him millions of streams and a loyal following. Etinosa’s guidance helped Yarden land a deal with a major UK record label, showcasing the global reach of Etins Records.

Expanding his empire, Etinosa launched Press Play SMG in 2021, a live entertainment platform aimed at giving underground talent the exposure they need. The first edition, held in Benin City, featured performances by stars like Ayra Starr, comedian Mr. Funny, and Etins Records’ own Morien and Yarden. The platform’s success continued with the release of the compilation album *Urban High* in 2023, spotlighting the rising stars of the Nigerian music scene.

Despite his growing empire, Etinosa remains committed to his core belief: talent is the foundation of it all. “I look for artists with unique voices, passion, and drive,” he shares. This approach has been key to the rapid rise of Etins Records, which now boasts a roster of some of Nigeria’s most exciting acts.

One of the latest signees, Hammerboi, a Benin-born singer and producer, is already making waves with his viral hit “Love Letter.” The song has not only captured the hearts of Nigerians but has also begun attracting international attention, leading to a headline show in the UK, just months after he joined Etins Records.

Balancing work with family life, Etinosa, a self-described workaholic, still finds time to relax and unwind by listening to music from a variety of genres. His love for music fuels his drive to push Nigerian talent to the top of global charts. “Collaboration between artists and creatives within the Nigerian music industry is key to keeping the industry alive,” Etinosa believes. His dedication to fostering unity across Africa’s creative sectors is central to his mission.

Looking ahead, Etinosa is determined to elevate Etins Records to one of Africa’s dominant forces in music. His vision is clear – to provide African artists with world-class resources and opportunities to dominate international music scenes, ensuring that the next generation of African talent has the platform to shine.