Rapper, Oba Lurge speaks with Rara Avis

We had a conversation with Oba Lurge, one of Nigeria’s foremost consistent rappers, who has participated in a plethora of creative adventures, from winning rap battles and creative competitions, to establishing a string of creative businesses: St. Anthony -a clothing brand and Equip Your Studio -platform that sells equipment to Cinematographers and others; to representing and funding himself as an independent artist, as a result to him having a rich and enviable music catalogue, which boasts of featuring the best in the game : emerging and established artists; to pioneering a creative business centered podcast “4DACulture” , and more. The list is literarily inexhaustible! Oba Lurge often makes you wonder what the next creative venture he has up his sleeves!

Model

St. Anthony

Oba Lurge

At The Plug PR event

Our aim, in this Rara Avis specially curated interview, is targeted towards helping emerging artists have insight to the entertainment industry through Oba Lurge’s lenses: to understand what drives him, share in his experiences in the industry, get advice for positioning and use his story as inspiration to continue to create, regardless of circumstance.

INTERVIEW

Rara Avis : What sparked your passion for music, and how did you get started in the industry?

Oba Lurge : I ask myself this question a lot and I never seem to find an answer. I remember long before I clocked 6… if you’d remember all those cassette players they always had a red or a black button you could press to start recording?.. Yea, I messed with a lot of my parents cassettes rapping bullshit lol. Then sometime in the early 2000s, my elder brother introduced me to American rapper Fredro Starr and his music touched me in a way nothing else did. Fast forward a few years later, my elder brother was making music and I think that robbed off on me even after he stopped. And just 3 years ago, I found out my great grand father “Ojua Ojupan” made music! I think it’s in the family ’cause I see some of my nephews rapping already. I even have a song with one of them, Bryan on my 2021 project Sorry For The Wait.

Rara Avis : Who were your earliest influences, and how did they shape your sound?

Oba Lurge : Funny enough my earliest influences were the likes of Dolly Parton, Kenny Rogers, Jim Reeves and Fela ’cause my mom was a huge fan of their music… then much later Fredro Starr, Uncle Snoop, Nas, Pac and Hov. I think they shaped my sound in a way that I always have to make sense when I write my lyrics unlike what we hear all over the place lately.

Rara Avis : Can you walk us through your process for crafting a new song or album?

Oba Lurge : I hardly ever write my lyrics before heading to the studio. Most of the time, I just explain to my producers the vibe that’s in my head and let the beat that they make provoke the melody and tell me what to say! Making albums is some of my favorite things to do ’cause I really enjoy telling stories as an art form

Rara Avis : What are some common mistakes you’ve seen emerging artists make, and how can they avoid them?

Oba Lurge : Chasing people. lmao , that never works! Realistically each of these prominent guys already have a tight schedule but they’re constantly looking for the next guy with potentials… you most likely lose that chance constantly being in their face seeking validation. But if you build some real value around yourself you’ll attract them. Also people really think it’s just about making music. it’s not! It’s more about marketing it. We all have people we know that make very good music with no traction and we also know some people with garbage music do very well ’cause their marketing is right.

Realistically each of these prominent guys already have a tight schedule but they’re constantly looking for the next guy with potentials… you most likely lose that chance constantly being in their face seeking validation
Oba Lurge to emerging artists.

People really think it’s just about making music. it’s not! It’s more about marketing it.
Oba Lurge

Rara Avis : Can you share an experience where a connection or mentorship helped advance your career?

Oba Lurge : I’m not going to lie to you all my life in the music business and industry, people have helped me; but this happened ’cause I built genuine connections with them long before they were in position. I hardly ever pay for radio and TV promotions ’cause I know people there. They genuinely care in the sense that if I wasn’t making music we’d still have been in each other’s lives so that makes it easy for me to navigate. Where people go to spend millions I could only spend a few thousands.

I hardly ever pay for radio and TV promotions ’cause I know people there.
Oba Lurge

People have helped me; but this happened ’cause I built genuine connections with them long before they were in position…Where people go to spend millions I could only spend a few thousands.
Oba Lurge

Rara Avis : What advice would you give to artists looking to build relationships with industry professionals?

Obalurge : Build genuine relationships bro, offer people value, be there for them even when they don’t need you and that’ll help.

Rara Avis : What’s your take on the current state of the music industry, and how can emerging artists position themselves for success?

Oba Lurge : This is a very tough question but I’m very happy for where it is. A lot of people have been able to change their lives with it and the music has transcended boarders. Positioning yourself, you need 3 things: the music, an image and buzz. It’s quite easy to get the first 2 compared to the later because it requires strategy, planning and some money. If you don’t have a sponsor please get a job or learn a skill cos this is the most expensive thing you’ll probably ever venture into.

Positioning yourself, you need 3 things: the music, an image and buzz. It’s quite easy to get the first 2 compared to the later because it requires STRATEGY, planning and some money.
Oba Lurge

If you don’t have a sponsor please get a job or learn a skill cos this is the most expensive thing you’ll probably ever venture into.
Oba Lurge

Rara Avis : What’s next for you, and how do you see your career evolving in the future?

Oba Lurge : I’m currently working on 2 projects for this year; a mixtape and an album. The mixtape is ready but the album is still in the works. It features some of your favorites and the album art for the album will be made by the Legend Lemi Ghariokwu! That’s the most exciting part for me because this man made over 25 album arts for Baba Fela. What are the odds that he’s working on mine if I wasn’t destined for greatness!