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Martini: Consistency, flexibility and perseverance are key to a label’s sustenance


Animashaun Martini

The Nigerian music industry no doubt, is regarded as Africa’s most popular and most viable music industry, but for the poor sustainability of most recording labels, it is regarded as a developing industry.

Only a few labels have defied the odds and stood the test of time. One of such labels is Tinimash Entertainment, a dynamic entertainment platform with focus on talent hunt and promotion, artiste management, recording, and events management.

While so many labels have closed shop, referencing the dynamism of the age the industry finds itself as reason, Tinimash Entertainment is still pushing on even a close to a decade of its existence in the entertainment scene.

Speaking on the outfit’s sustenance despite, the challenges confronting the industry, the Chief Executive Officer of the company, Animashaun Martini pointed consistency, flexibility and perseverance as some values that have been key to the brand’s longevity.


He said: “I have learnt to be consistent, flexible and persevering over the years. These are important values for someone who has set his sight on achieving big things. You must have it in mind that you’re building a legacy. Perseverance and consistency will help you to survive the test of time. To thrive in this digital generation, flexibility and adaptability are greatly required. You have to give it your all and be flexible enough to change.”

The label executive notes that with the music landscape constantly evolving, especially in the face of digital technologies, hitting the limelight is now easier for artistes, as the digital space has provided a leveled playing ground.

“I call the digital space a saving grace for the entertainment industry because it has been a positive catalyst to the progress of the entertainment crafts. You don’t need to go to a radio or TV station to advertise your work.

“You can see how your social media is your TV with no validation before showcasing your craft to the world. As a prospect, you put up a post and in a twinkle of an eye, it turns into a trending topic and before you know it, you’re blown,” Martini added.


Narrating how his interest grew from working on computers, the entertainment guru said: “if not for digitisation, I wouldn’t have pictured myself as an actor. I’d have been a programmer and entertainment executive but when things changed and the industry ushered in a new trend, which is the digital space, I realised I had an edge. Apart from being an entertainment executive, Martini has also delved into acting, movie making and digital marketing.

“The motivation to become an actor arose from the content I created for people and how it paid off for them. I decided to try it out for myself. So, for me, everything is connected and I can multitask seamlessly without stress.

“I’ve been around a while but to be honest, my big break was when I started teaching top Nollywood marketers and producers about creation and content marketing on YouTube. I met top people in the movie industry during that time and I’ve been riding on the contacts till now,” he stated.


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Animashaun Martini
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