Nigerian-American music executive Temi Adeniji speaks on her rise to success as Managing Director (MD) of Warner Music Africa.
Back in 2016, she joined Warner Music Group as Director of International Strategy and Operations later advancing to the positions of Vice President and Senior Vice President. Where in 2021 she was appointed as the MD of Warner Music South Africa and senior vice president of the Sub-Saharan Africa strategy team.
Speaking to BONA, Temi reflected on the music culture as well as her wins upon her appointment which include the viral success with CKay, the Award-winning Inkabi Zezwe project and now recently TikTok hit Tshwala bam.
She says, “Two years ago, I embraced the dual responsibilities of Managing Director at Warner Music South Africa (now rebranded as WM Africa) and Senior Vice President of Strategy for Sub-Saharan Africa.”
“Since assuming these roles, I’ve spearheaded a comprehensive restructuring of our operations, including the integration of [ Coleski Africori], all aimed at aligning with our ambitious expansion initiatives across the continent. Central to our efforts has been the establishment of a record label that serves as a beacon for talent across Africa, ensuring that diverse voices and expressions find a platform for global recognition.”
When asked about the African music scenery being on a global scale she stated that the concept of pop music is developing, with Latin music gaining popularity in numerous locations. This change will involve adding songs from India, Latin America, and Africa, thereby democratising music consumption. African music is an important link for the African diaspora, connecting people of African origin to their cultural heritage. This connection generates a sense of belonging and identity in African, European, and American diaspora populations.
Temi expresses her views on how it feels to lead a male-dominated industry in her 30s, saying:
“I took on this role in my early 30s and at that time I was the youngest MD of a territory in the company. Being a black woman at this level in such a male-dominated industry has certainly not been easy. It can be extremely lonely sometimes and comes with constant attempts to undermine your work. I’ve had to focus on trusting my process and being confident in the work I put in to get where I am.”
She states that the country’s unique customs and social scene allowed her to fully immerse herself in the essence of the country by navigating language hurdles and building a specialised team. Prioritising a healthy work-life balance and identifying service providers for daily requirements helped her overcome obstacles and operate successfully in a new environment.
Nigerian musician Joeboy and Yumbs, a young Gauteng producer, are among the music executive’s favourites. Joeboy’s captivating voice and talent have captivated the international music industry. Similarly, Yumbs’ explosive remixes include collaborations with well-known bands.
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