Psquare’s troubles this year and their
subsequent solo movement in opposite
directions is the stuff of movies.
Prior to 2016, Peter and Paul have been
recording and performing exclusively together
for over 15 years. They have hit the lofty
heights of African entertainment, conquered
different markets and become financially
successful.
But now they have plateaued. It’s normal for
people who have conquered every stage of
their career and experienced success to
plateau. Plateaus have always existed – The
Plateau Effect is a force of nature as real and
fundamental as gravity. Plateaus, such as the
force of acclimation, can be healthy and
helpful. But career plateau has a devastating
effect.
Peter Okoye wanted more for himself and the
team, hence his search for new ways of
business. Competition is stiff already, and
only those who adapt can stand the test of
time.
Psquare have split, signed different
managers for their individual careers, and
taken their life in the direction they want as
individuals. Paul Okoye chose to remain with
Jude, as Peter clearly wanted none of that.
Both acts have settled to return as a group
and record Psquare songs, but also have the
freedom to pursue solo careers and
engagements.
Paul Okoye has acted true to his image as
the ‘saner’ one of the lot. He has launched
his record label, signed on two singers –
Muno and Lucy, and has gone about business
like a pro. Two videos have been shot for
Muno, and organic growth has started.
For Peter though, it has been the reverse. P-
Classic records, his brain child, has been
going about their business like a house in
disarray. There has been no formal
announcement of the record label, no brand
introduction, nor press conference to properly
intimate the media on their vision and
mission. Also, not a lot of press has gone
down the line, with Peter Okoye announcing
his first artiste in the most simplistic of
ways » , - social media.
For a man whose main grouse for ditching
his previous management was that Jude
Okoye has failed to be professional in
handling the brand, he is towing similar route
with nothing professional about the way he is
running his personal business. A little slack
can be given for it being a fledgling house,
but nothing so far has shown or hinted at the
possibility of it running like he preached
during his quest for freedom.
Peter needs to go back and listen to his
interviews during his squabbles with Paul
and Jude, and learn from that version of
himself that wanted change. P-Classic
Records need the change, so also does it
need that earlier Peter who was fired up.
Creating a structure isn’t exactly rocket
science. He either employs a manager for the
record label, or if he has the capacity, take
on the responsibility. He should get an office,
hire the required hands, set up a structure to
make his business flow smoothly, market the
brand, and then the artistes signed on to
him.
Music releases should be an event, with
plenty of work put into releasing a decent
record. He is starting a business, and needs
all the press he can get. Interviews and
media rounds won’t hurt, neither would press
releases.
Right now all his label’s work feels like it is
hastily cobbled together with decisions made
on the spur of the moment. P-Classic, needs
professionalism to thrive, and it is Peter
Okoye who must provide it.
# PULSE. NG
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