The 'Jesse Jagz' Chronicles

I was in the middle of penning a piece on Jesse Jagz around the time of the reconciliation with the record label ChocolateCity, but I just couldn't bring myself to completing the piece because completing it would have put me in a position where I will be championing a cause against what I believe and love so much.

Here is what I mean.

Jagga's reconciliation with ChocolateCity was the classic fairy-tale ending to a narrative that was somewhat similar to that of the parable of the prodigal son, from the bible. Being the dreamer that I am, there couldn't have been a better conclusion to the narrative than the reconciliation. However, my innate professional skills kept screaming 'Jesse No!' hence my not being able to complete the article at the time.

What is wrong with Jesse's re-absorption into the Chocolate City setup?

I've been in the business for a minute and I can tell you this from experience, the reason why there are no scientific explanations for why partnerships fail, is due to factors that can only be rationalized but which still play a huge part in the state of affairs. Top on that list is “Emotions” or emotional factor – if you will.

What makes Jagz' situation peculiar is that the fundamental problem between both camps is one of “Ideology” or principle and not emotion. This is evidenced in the 'candid' interviews he gave following the split. Whilst watching the media rounds and commercial placements that followed the announcement of the official reconciliation, any kinesics enthusiast would have seen from his body language (I almost heard him snicker in reaction to a 'lame' question asked by an interviewer) in some of the media rounds that it would be only a matter of time before there is unrest because of the person Jesse is and his Ideology.

Who is Jesse Jagz?

Jesse Jagz is a creative force! An amazing artiste both musically and in terms of his writing (literature) and in my humble opinion, is the quintessential urban music act this side of the planet. Amazing production, superb writing, content depth, rhythm, vibe – such reads the list of characteristics of his music - particularly post Choc City materials.

In addition to this, he is an “Original” - he has his idiosyncrasies. I mean, his acceptance speech at the 2014 Headies awards was something about the starving kids on the street. This is the kind of character that inspires cult following. Jesse wants to record and perform. He wants to share his gifts with the world.

However, the structure and business template at ChocCity, which in my opinion is the most professional of any entertainment outfit, will not permit this. ChocCity as an entertainment company runs like a proper corporate outfit with release schedules, marketing plans, promotional plan, budgets, artiste roaster, etc. all taken into consideration in their fiscal plan. Shout out to Uncle Paul!

The brief hiatus of JagzNation

I'd like to think that one of the biggest challenges the JagzNation team had, was that there was no one on the team with the business savvy to commercialize the buzz generated from Jesse's artistic output and that must have put some financial strain on the artist. I mean, even though the artist's ideology and dislike for random commercialization of his brand and product must have been a handicap in the managements ability to make a few 'shady' deals as is prevalent in the industry, one would have fancied a creative approach  to 'internally generated funds' by said team.

Following the reaction of the listening public to Jesse's show at the New African Shrine, I expected 'the team' to have latched on to the opportunity unearthed by first of all securing a permanent weekly headlining gig for him there and watch the movement grow organically, but they didn't.

TOURING would have adequately resolved a lot of the issues.

It would have presented Jesse with an outlet for his creative restlessness.

It represented earning opportunities from gating, sponsorship, merchandising and marketing

PR opportunities

Brand and music promotions

In addition to the experiential bit afforded by the interaction with fans.

The beauty of a business template designed around touring is that, the artist is a performing artist. By himself, his discography is tight enough to create a one hour command performance set. Even better is the fact that he can play the band as well (just kidding). This aside the random brilliance he is known to sling on stage like the 150 bar freestyle he dropped on stage in the UK back in 2012, which I caught on factory 78; Meaning he can pull off a 90 minute exciting set.

The ideal situation

If there were to be one, the ideal situation will be for Chocolate City Records to grant JagzNation, the autonomy to operate independently as a label under the parent label. The sketchy part of pulling this off will involve conversations like revenue sharing which in turn will spurn conversations like budget.

On the part of JagzNation, they will need a full functional A&R department (preferably with Jesse himself at the helm) as well as the introduction of a business mind that clearly understands what the JESSE JAGZ brand is about because that's the only way this individual will be able to begin to conceive the idea of how to create revenue without compromising the artist's ideology.

In the mean time, we will be watching keenly as the next chapter of this chronicle unfolds.

Written by Damilola Layode.