Analysing the divergent fortunes of Baseline Music artistes

The way of the Nigerian music industry is currently heavily reliant on independent record labels. From the happy-go-lucky luxurious air of HKN Music, to the singular efforts of Eric Many Entertainment, the industry is littered with music from indie labels. These labels form a core part of the music industry.

Baseline Music became a Nigerian music industry player in 2014. Owned by The Petrolex Group as a business under Baseline Entertainment, the record label which has attained relevance since it announced itself that year, is championed by business-tested industry veterans Howie T (Timbuk2 Music and Psquare) and Dipo Abdul. The duo have been at the helm of the music imprint, relying on their business acumen and lessons gleaned from years of experience to grow the business. They currently have 3 artistes – Skales, Saeon, and Aramide signed to their label.

According to their website, Baseline Music is a member of the Baseline Entertainment Limited, driven by the passion for excellence, dedicated to exceeding expectations, devoted to our love for great content and committed to providing a voice for our people, our community and Africa at large.

Pulse Music analyses the fortunes of the Baseline Music artistes, their gains and losses, current industry standing, and relevance.

Saeon

Saeon Moruda was a hustler in the music industry, a lady whose first mention in mainstream media were unconfirmed reports of being in a relationship with actor, model and singer, Uti Nwachukwu. She scored a song release, ‘Boogie Down’, a collaboration with Wizkid. That song introduced her to everyone as she worked hard at promoting, performing, and getting her face into the media.

Saeon was the first artiste to sign with Baseline Music. The artiste was announced at the unveiling of the singer on June 8, 2014. She became the first lady, with label boss, Howie T stating that “Saeon is a very talented young woman, and we see potentials in her that is why baseline signed her, we love her music, and we can assure you that you will hear a lot from her moving forward”

Everything appeared to go forward, with the rapper and singer tweaking her style from tomboy to prissy diva. Saeon traded her signature dark look - sports bras, baggy jeans, an omnipresent backpack, and flowing locks – for a gown. Her music also changed as she switched from rap to R&B. Saeon was able to release more music, dropping songs such as ‘Dogado’, and ‘Awada Ekere’. All of that contributed to the release of her debut EP “I Am Saeon”.

2015 rolled in, and Saeon appeared to have fallen out of favor with Baseline Music. Her career hit a brick wall as she began to go back to her old ways, or worse still evolve into someone new. There were rumors of her being frustrated at the label, as she sought to redefine herself. 2015 was a year to forget as she eventually switched back to her first love – rap music.

Currently, Saeon is working her way up as a unique artiste. The backpack is back, the cascading locks are back, and the tomboy swag is even better.

Baseline Music has not released a statement stating that they have dumped Saeon. Saeon has also not released a statement stating that she is no longer a Baseline artiste. This year, she has released a really good single ‘De be’ (Cypher), and the video which has a long list of artiste opens with the signature Baseline Music logo – An eagle in flight, at the center of a circle.

Skales

Just over two years ago, Skales was staring at the end of his contract with Empire Mates Entertainment. The singer was signed in 2010 on a four-year deal, which expired in 2014. All was bleak for the young man, as he reportedly moved into Timaya’s house.

He lost his contract, but not his hope. Strapping on his hope-belt, he released the song ‘Shake Body’, and set about to grab hold of his career and set up a music business. He founded his personal record label, OHK Entertainment, with the help of his manager, Osagie Osarenkhoe. He further went on to sign producer Drey Beatz. Today, it also has the young talented singer, Attitude and the disc jockey DJ Spicy on her books.

“I wanted to be independent so bad. I wanted to do things on my own. I wanted to be in charge of my career. I wanted to take my career in my hands, hence the reason why I created my label.

“There’s no business that starts out big. You have to start from somewhere, start small, drop capital and suffer small before it works. Everything was all based on belief. I just believed that this is going to happen, going to work.”

‘Shake body’ was Skales’ launch pad as an independent singer. The mega hit song was continentally accepted, and propelled the singer to relevance. Such was the brilliance of the song that it became a certified party explosive. Even to this day, it still retains that power.

Then came Baseline Music. The label led by industry veterans, Howie T and Dipo Abdul, launched into the market, and signed Saeon as her first artiste. Skales was up next, as he put pen to paper on a deal which was reportedly worth nearly N200 million. That deal came with perks which included a brand new car, a house, cash advance, and upkeep allowance, all summing up to about N200m. Skales was also given the freedom to run his label independently. All of these happened in July, a mere 5 months after he was cut loose by EME.

“The reason why I even signed with Baseline was because it was a bigger record label, and they were paying money. They wanted me to still be in charge of my career. That’s the deal I had with them, if not I wouldn’t have signed,” Skales reveals.

“It’s been normal, every normal business issues. There’s never gonna be smooth sailing for every business, there’s always gonna be constructive arguments, back and forth. But we are good, the label is still running, I’m doing my thing and living my own part of the contract until when it’s time."

With the comfort of these, Skales flourished in the studio, coming up with his debut album. A feat he couldn’t achieve after 4 years in EME. The album “Man of the Year” was released by Baseline on May 18, 2015. The LP received lukewarm reception by the critics, but was instrumental and commercially rewarding for the singer. More singles have been harvested from the album, which enabled the singer give a more enjoyable performance from his concerts.

But all of these have not come without a price. The singer is constantly being barraged on Twitter, and has been the subject of a public fight with Wizkid. But he accepts that all of these are part of the game.

“I just feel that people always wanna talk about you, good or bad. Good or bad publicity is great for the business. I don’t bother about that, because definitely I just know it’s people that really like you, and they are looking for ways and attention. It just depends on the way you handle it. You handle it in a good way it turns out good. You handle it in a bad way, and you face the repercussions.”

Skale’s, born Raoul John Njeng-Njeng on April 1, 1991, is 25 years old. He recently acquired a mansion in Lagos, and feels extremely grateful for the life he has lived.

“I’m grateful for life, I’m grateful for progress and success, I’m also grateful for how far I’ve come in the music industry. I came from nothing, knowing nobody, to being who I am, and being like a source of influence to many others.”

Why Skales and Saeon are on different planes

Skales are Saeon are paradoxically identical acts, yet unique in their finishing. They are similar in the sense that both started as rappers, who later switched to singing. The differences between them now lies in when they did it. Skales had his own nadir come when he switched to singing. EME rejected that, but Baseline adored it. Saeon’s rap isn’t what Baseline were willing to cough out the bucks for. They wanted a singer who would go on to make pop hits and give them a better chance on paper to recoup their investment. What Saeon is currently passing through at the label, Skales understands. One of the reasons he was rejected by EME is because he wanted to switch styles.