On a personal note, D’banj has been having a swell time. His single ‘Emergency’ has become a hit, and he has also headlined the Gidi Culture Festival, and was signed up as Host for MTV Base Lip Synce Battle reality TV show.  All of these has influenced his decision to restructure the organization of his record label.

“You can’t continue the same the same thing and expect a different result,” D’banj said. “The people that produce the kind of songs right now, you don’t have to be signed to me, to produce for me, or you don’t have to be on the road with me. So let’s stop that mindset. You can do your hit and send it to anybody.”

“Everybody is working, I have sent everybody out. Everybody go and work from your lungu (slang for house). It’s because a lot of people box you into a corner. Because I do a collaboration with you, doesn’t mean you are my artiste. Because I say I want to sign you as an artiste does not mean I am the one that is going to give you the hit. I am not a producer.

“My job here is to use my brand and my structure to make sure that whatever content you can give us is properly monetized and or properly managed. Immediately I found this sound (‘Emergency’) from different producers, that I never met, it was my decision to say ‘guys, I think it’s good for everybody to go and search your inner selves. We have what it takes right now, everybody is waiting for us, let’s get different things. Go and work with A, B, C….bring beat, put it in, let’s turn it into a hit, so that we can use this beat well.’

“At the end of the day, you can continue to try the same thing, and expect a different result. I have tested it with just one single, and I can gyarantee you that what we’ve done from January, sending everybody out to go and work, what you are going to get is going to be pure, authenticated…you are going to search, tap, partner, align, and get the hit out.

D’banj’s 2016 hit single ‘Emergency’ was produced by P-Loops, and the recently released video was shot by Unlimited L.A, on location in Lagos. Olu Maintain listened to the beat, and took it to D’banj. The beat originally was for Olu Maintain, but while on the Koko Tour stop in Owerri, Imo State (which is coincidentally the home town of the producer), he played it to D’banj who loved it and voiced a new song on it.

“What is about to come out right now, that I am focusing my mind on is what I want to do right now. My passion, which is to make sure that just the same way, I think the boy ( P-Loops) he lives in Egbeda or Ikotun, did a beat and that beat could get to me, and it’s now a hit, and he was paid for it, and everybody can see the revenue, and everybody is happy.” He said.

That beneficial episode has led the singer to remodel collaborations structure of his record label. He has opened up the creative process for his artistes, encouraging them to leave the collective residence and go search for inspiration and new sounds.

“No need for us to say we are moving like this (together), it’s not a charity organization. We need to source for this. What I have done now is to make sure that everybody (label mates) have the contacts of everybody that we can work with. I believe that we can work from Masterkraft, to any producer that you think. So let everybody send their beat, you have that, you can do a hit record. You market it, you get it, you collaborate, and you get it.

“Right now I am partnering with the right set of people to make sure that if an artiste or a producer is in Kaduna State, or Abuja or Borno, from that place, at the click of button, if you want you to be the one to listen to the beat, we can get it across to you, and a business deal can happen from there…It’s a natural resource, and like I always say, and for everyone to know now, content is the new crude.”

D’banj is currently the ambassador for telecommunications firm, SLOT, Ciroc, and Bank of Industry.