Profiling one of Africa's biggest record labels

The business now has a roster of 13 artistes, and a compilation album, 'The Indestructible Choc Boi Nation' which will feature all the stars on the Chocolate City - Loopy Music roster and related artistes and will be released this week

Ice Prince

An original Choc Boy, Ice Prince was one of the first sons of the label. Together with Brymo, M.I Abaga and Jesse Jagz, they formed the foundation of talent that sustained Chocolate City through it’s growth.

A rapper with two studio albums and a buzzing mixtape, Ice Prince has consistently being a vital source of prestige and income to the label, with many acts looking up to the boy from Jos as inspiration. His recent moves in the United States and meetings with Roc Nation execs could mean he is set to get bigger.

The record merger should pretty much not have any influence on Ice Prince. His career is on autopilot, designed to hit unimaginable heights.

A real gem, this one.

Jesse Jagz

Recognised as the major creative force of the label, Jesse Jagz’s exit in 2013 brought Chocolate City to the brink of stagnation.

Rapper, singer, producer, instrumentalist, vocalist, and all-round creative, Jesse is rated as one of the best Hip-hop talents in the country. His constant flirting with various genres has marked him out as a free musical spirit. Jesse has done considerable work with all numerous genres, finding relative levels of success in them all.

Getting Jagz back feels like second life for Chocolate City. It’s bonus, like a round on the house, and fans can expect him to be the focal creative point of the label for years to come.

M.I Abaga

This is where artistry meets business acumen. M.I Abaga, has immense talent. Not limited to music and production, but also he has shown a knack for having a controlling stake in the state of his business affairs.

With an impressive discography (three studio albums and two stellar mixtapes), the Vice President played an instrumental role in the Loopy-Choc City merger. The rapper plays a leadership role in the new Choc Boi Nation, and speculations are rife that he will be made the new CEO of Chocolate City when Audu Maikori vacates the seat in June.

M.I’s leadership and steady hand is a defining factor in the success of their new venture. The merger of his Loopy Music outfit gave birth to the present-day Chocolate City, and the integration of all parties is a task that will sure keep his clock ticking fast.

M.I Abaga is indispensable. There is no Choc City label without the short black boy from Jos.

Dice Ailes

For many, Dice Ailes is a signing that the group can do without. With very negligible impact since his announcement in 2014, the young lad based in Canada has been a ghost label member.

With schooling consuming his time, Ailes has been without an accepted single, and clearly lacks the concentration at the moment to be more than a Chocolate City straggler.

The new deal with Loopy Music will affect him in no special way. He brought nil to the table, and his input will be limited. Even in these crucial times for Chocolate City, Dice has been absent. That doesn’t look good.

For now, Dice Ailes is seen by the jury as a roll of the dice…an experiment.

DJ Caise

A hardworker, DJ Caise is a loyal servant of the label. He works his socks off, exudes a boyish calm, and generally remains happy within the group.

For all his immense growth within the industry and exceptional talent, one has the feeling that the UK-bred disc jockey is yet to fulfil his potential. He can be more and he knows it.

Many have pointed to a lack of a hit song as a reason for his seeming-stagnation, but Caise has worked hard to be in this position, and he keeps showing steady improvement.

With the label merging, Caise serves as Ice prince’s personal DJ, and will keep his place as a pillar of the house. If anything, the new Chocolate City will expand his accessible talent pool, and with the entrance of Jesse Jagz, he cannot be far off from his hit single.

DJ Lambo

Not a lot is known about M.I’s personal DJ. She’s an interesting professional, one who displays loyalty, with a thrilling talent for music.

DJ Lambo might look too comfortable with very little music coming from her end of the table. Her last single, ‘No Mercy’ featuring M.I wasn’t given as much push as it deserves, and petered out without a fight. Interestingly, that was over a year (February 2014).

Lambo stands to benefit hugely from this merger because access to official funding and creative contributions from a larger house can give her a good kick to begin afresh with.

She needs it.

Koker

This young man with a voice that possesses a striking resemblance to Brymo's is yet to be officially unveiled, but he has guested on M.I’s ‘Rich’track off the album.

With no debut single, Koker is untried and untested, and this merger is sure to direct focus not to him, but on the general collective.

That isn’t good news to the man. But what’s good is the amazing stars open to a collaboration with him. Count your blessings Koker.

Loose Kaynon

As talents go, they never come better than Loose Kaynon. But an inability to harness it for commercial value is his Achilles Heel.

Previously signed to Loopy, Loose Kaynon has been working on his debut EP, ‘The Gemini Project’, which is yet to attain completion, with the star taking long breaks between singles to get his materials running.

His single ‘Halleluyah’ did him some good last year with a decent video, but we are yet to have him follow that up with another release.

This merger is a blessing for Loose. He has access to a better structure, far-reaching financial might, and a creative professional environment to spur him on, and take out obstacles.

Loose’s time might finally be here.

Milli

Unveiled last year, Milli is seen as a kid-wonder who has the potential to become a Hip-hop great. With a peculiar skillset of singing, rapping, and swaggering confidence, the kid has been delivering.

Milli in collaboration with M.I launched an initiative, ‘Free Music Fridays’, and has proceeded to release a new song every weekend. The songs confirm what we already sense; a deep talent for music.

The merger of Loopy and Choc City have come at a good time for Milli. He has his name growing steadily, and he can officially make a record with the skill of Jesse Jagz who wouldn’t show hesitation to nurture him further.

He looks is quite a steal. One of the potential pieces of good business by Chocolate City.

Nosa

Inspirational, and motivational singer Nosa comes from a minimalist breed. He is not one to hug at the bright lights of the entertainment scene.

Nosa has remained true to his faith and genre, with conscious insightful singing warming him into the hearts of many. He is the go-to guy for hooks and solos where a calming mundane depth is key. His soothing influence is a prized asset.

The merger puts Nosa in a curious situation. What next?

Pryse

For those looking in from the outside, Chocolate City abandoned Pryse. No matter how much effort she throws into her work, Pryse is seen as bad business for Chocolate City.

Still lacking a true hit song, the rapper seemed destined to see out her contract with a renewal out of the question. But the jury is still out on the significance of merger for her. Under the new leadership, would her career receive second life? Would it experience a resurrection?

Those questions, only time will answer.

Ruby Gyang

Ruby is a ruby in its purest form. The star previously a shining light of Loopy Music will transfer her sparkle to Chocolate City, a label direly in need of a Nigerian first lady who fans can connect with.

Ruby’s exploits last year, and the release of her debut EP ‘This Is Love’, are some of the highlights of Loopy Music, and in the same vein, all of that will be incorporated under Chocolate City.

It also helps that she has both creative Abaga brothers close to her heart, who will feel responsible to have her progress beyond her current height.

For Ruby, the merger is simply made up of sugar, spice, and everything nice.

Victoria Kimani

Kimani is a hard artiste to evaluate and track her progress and status. She glides between Kenya and Nigeria, constantly appearing and disappearing from the local music industry.

Kimani’s career highlights are few to mention, with many regarding her more as a socialite, than a singer. The reverse should be the case.

With the merger, not much will change for the Kenyan beauty. Her search for a true crossover hit is still on, with her song but so are the highlights in her hair. Would one cancel out the other?