Afro pop sensation singer, Omowunmi Fosudo, more popularly known as Imanse, is one of the few female singers carving a niche for herself in Nigeria’s music industry. She speaks with IVORY UKONU on her musical journey since taking the bold step to relocate from America to Nigeria. Excerpts:
How did your journey to music start?
My journey into the music industry has been a pretty long one to be very honest. I used to sing in secondary school, Queens College precisely, with my classmates. I not only sang but also acted in plays. I used to play the drum. If any popular song at that time comes out, we take the song and switch it up. It is what people call ‘covers’ today. After secondary school, I waited a while in Nigeria before I moved to America. I was there for 10 years and in those 10 years, I joined a choir in my church in Maryland. That was my next most important interaction with music because I became the lead singer. I did that for about six years. At that time, I wrote original songs for a Broadway play. That was when I started writing music took different cycles and life spans. After being in the choir, I made up my mind to really go into music full time.
Would you say that music is for you a means to an end?
The truth of the matter is that you can’t do music as a means to an end. Well I am not because it requires so much of your time, resources mentally, physically, spiritually, it has to be a calling and a purpose for you. I would say that music is very much a purpose, a dream come true for me and obviously, a way to earn a living because anything you are spending most of your time on, you plan to make money from it. But it is definitely not a means to an end.
Did you find it difficult getting accepted in the industry?
I don’t think I have had any difficulty being accepted. I think you will be accepted if you put out music consistently, accompanied with good visuals, backed up with a strong public relations plan. All these are what makes people know and accept you. At least I can say that most of the records I have put out has received extremely positive reviews, no one has ever come to me to say, ‘Oh that is a bad song from Imanse.’ It has literally been positive and so I feel there is heavy acceptance of my music. Now, is my music at the platforms I need it to be on? Is it at the level I need it to be at? No, not yet. I am still building it but I would say it has been positively accepted.
How long have you been in the industry?
I have been in the industry now going on eight years, solid eight years of being consistent, trying out things, taking risks. So yes, it has been a ride.
Do you play any musical instrument?
Yes, I like to play the drums when I am performing. I also just like to hold the shekere during live performances. I play the guitar, but I am not that perfect yet.
Which song would you say announced your official entry into the music industry?
It is really hard to say which song announced me into the industry because the funny thing is that people know your music and they know you, but you may not get that popularity that you are expecting. But I think either my hit single, ‘Ajala’ or ‘Never in my life,’ a single I released last year. I mention ‘Ajala’ because I was nominated for a Headies Award in the Best Female Vocal Performance category alongside heavyweights like Yemi Alade, Niniola, Simi in 2021. So there is no way the industry is nominating me without knowing me. They know me, they know my music and they acknowledged me. But for a wider spread, it is ‘Never in my life’ because it trended in different countries, on several charts, it travelled to places I never even thought it would go so perhaps that announced me and gave me the biggest recognition.
You released your first album, ‘Vibes and Cruise’ in late 2022 after several years of being in the industry. Why did it take so long?
The thing with releasing albums in the music industry is that there is a rule, whether written or unwritten, to always release an album on the back of a very successful record. I believe ‘Never in my life’ was a very successful record and it was tied to an album because really, you do not want to put out an album when you do not have an audience yet, you have to have that anticipation, build an audience, then you put out an album. I didn’t mind putting out an album earlier than I did but my team didn’t approve so I had to wait. I think I had gotten to the point where I just had to put out an album instead of waiting for world dominated acceptance. I believe that even if 20, 50 or 100 people listen to your album, to me, that is success as an artist, it means you are touching 100 lives somewhere and I am on that journey where I am ready to just put it out there and let it flow to people that really care about the Imanse brand and music.
I suppose there is a story behind each of the songs and why they have the titles you gave them
Yes, there is a story behind each of the songs. I feel like I started leaning more into my very playful side. I can be very intense and deep and this is evident in some of my past records. I started leaning into being more relaxed and just letting things flow. I didn’t know how to do that before. Music is always a reflection of where you are and how you feel. So ‘Delicate’ was a song I did to kind of, speak to my boyfriend and tell him to be gentle with me. Because I carry myself as a strong woman who runs her own record label. So because I negotiate a lot with different parties in the music business, people see me as this tough lady. But the truth of the matter is that I am pretty soft at heart and like to be treated with that level of gentleness. ‘Vibes’ is all about having a good time, just chilling really. ‘Cruise’ is about just taking a trip and taking in the scenery of the trip and generally having a nice time. ‘Jaiye’ is about turning up at a party, letting loose, not caring about what the next person thinks. ‘Never in my life’ is a caution song, about getting smarter, wiser and not being taken advantage of as I used to because you know, as you grow in life, you get wiser, smarter and sharper. ‘Be Honest’ is about sharing a bit of honesty, vulnerability and trust in a relationship, no lies, no deception. ‘Follow Follow’ is about following my man to the ends of the earth.
How well was the album received?
I will say it was decently received. I am an independent artist and people in my category do not have the budget of big record labels. I did my best and I see the streaming numbers going up daily and I know that someone out there is listening to my music and that is satisfying for an independent female artist. Not a lot of independent artists have been able to roll out a full body of work. It is a tough and expensive process and I encourage myself and pat myself on the back for being able to achieve this in the first place.
Why didn’t you feature any known music personality in the album?
The thing about features is that if you want a feature from well known artists, you have to get clearance from their record label and this process can take as long as six months to a year. You already noted how long it took me to release the album. If I want to wait for made people to be featured on the album, then you may not see the album till 2025 or longer. So will I not release my album because one big artist is not being featured? No, I don’t subscribe to that, I subscribe to independence, perseverance and persistence. Now the album may get traction, one may get more popular because of well-known artists featured on the album but I also believe in humble beginnings, starting from scratch, doing things yourself first before people will come and join you on the journey. Let them see that you have tried, that you have put in the effort, that you know the business and that you are willing to take risks on yourself because doing this alone, is essentially betting on myself big time.
If you have the opportunity to feature any known artist perhaps for your next album or single, who would that be and why?
I would go for Bukola Elemide aka Asa; Beyonce Knowles; Simisola Kosoko; Chike; Chinedu Okoli aka Flavour; Chibuzor Nelson Azubuike aka Phyno; Owoh Chimaobi Chrismathner aka Zoro; Kingsley and Benjamin Okorie aka Cavemen; Oluwatobiloba Daniel Anidugbe aka Kiss Daniel; Joseph Akinwale aka Joeboy. These people really understand music on a deeper level.
What are some of the challenges you have faced as a female artiste in Nigeria?
There are many challenges being a female in the music industry and it is pretty obvious in the statistics and ratio of men that are more successful than the women. First off, a lot of record labels do not shy away from telling you they do not want to start with female artistes. When they are scouting for artists, they do not look at women as much as they look at men. I am sure they have their reasons and I am not going to blame them because it is a business but also, I wish they will give more women a chance. There is no way that the balance of the equation will be fair if they do not give women a chance in the first place. This keeps us at the back for a longer time. Another challenge for women is funding. I doubt that women have the same access to funding like the men folks. So funding is a bit of an issue. Also, a lot of females know how to hustle but there are certain things we cannot really do or will not look appropriate on a woman in the quest to push out their music but if a guy does it, it is acceptable but not a woman. There are limitations and most of the people at the top have successfully overcome these challenges and the people coming behind them are finding means to overcome these challenges. I just wish that more people will give women a chance.
What would you say has been your biggest achievement since embracing music?
Getting nominated for the Headies Award. It is an achievement because there are people who have been in the industry longer than I have and have never been nominated for anything, talk more of winning. So when you get that level of recognition, it makes you feel that your work matters, and you know what you are doing. Another intangible achievement is the power of knowing that you can dream something, believe in it and go after it. That in itself is a win.
Are there things you feel should be better done in the industry to enable it thrive better than it is currently doing?
I think a little bit more structure, having governing bodies, making policies etc. So many things can be done better in the industry. I think some people are working on different things to help with the structure part because I assure you, if we had more structures, it would just be better overall. Most artists just go through that lack of structural process, and it sometimes affects your growth and success in the industry.
Who are the people you look up to in the industry and why?
I look up to Tiwa Savage because, let’s be honest, I sometimes wonder how she has managed to maintain this whole thing as long as she has and at the level she has maintained it on. I see a lot of people come and go, rise and fall but for some reason, this woman keeps rising like a phoenix every time. It is something to admire because I know how hard it is. When you know what it takes to be a female artiste in Nigeria, then you will appreciate her more for remaining at that level for a long time. I have a lot of respect and admiration for her. I respect Ayodeji Balogun aka Wizkid because of where he has taken Afrobeat to. I also respect Damini Ogulu aka Burnaboy, his lyricism, the quality of his music, his stage craft etc. I respect David Adeleke aka Davido for his heart, his hustle, his team building capability. I also respect Aituaje Iruobe aka Waje, she has one of the most beautiful vocal textures. There are so many I respect in the game for various reasons. Then we have the legends like Sunday Adegeye aka King Sunny Ade. On the international level, there is Beyonce Knowles, Brandi, Alicia Keys, Rihanna, Jay Z. The list goes on and on of people who have done great things.
Do you hope to someday dust your degree in Business Administration (finance) or is it goodbye to it as you face music squarely?
The thing with music or the entertainment space in general is that there is a lifespan to what we are doing. Most artistes have a lifespan and I think the women have a shorter life span that is why it is impressive to see people like Tiwa Savage still operating at the level she is operating for this long. So will I dust my degree certificate? Absolutely, if I get to my wits end or end of my life span, musically, or I couldn’t achieve the kind of success I desire at a certain level, I am not afraid to dust off my degree from Howard University, Washington DC, a prestigious university. So if I am not able to convert what I am doing to what I want it to be, I have no shame using my degree.
What was growing up like for you, did it in any way influence your choice of career?
Growing up for me was pretty cool. I have beautiful parents and siblings. We used to listen to music a lot in my family, music like that of Obesere King Sunny Ade etc. We used to listen to very folk original Yoruba music. We also listened to the music of Fela Anikulapo Kuti, Whitney Houston, Mariah Carey etc. So I grew up hearing some of the best music and I think it had something to do with me going down this path.
What would you say must have significantly shaped you to be who you are today?
I think my experiences have shaped me to be who I am today, the good, the bad, the ugly. I have learnt to assess things before I speak, decide what kind of brand I want to build, understand the landscape of the people, I just take it all in.
Did you at any time think of quitting music?
There is no artist, from the in-your-face-ones to the laid-back ones, that has not thought about quitting at some point in their career because doing music is not a journey for the faint hearted. When you see people and you think they are a certain way or that they are not pushing as hard, find out how hard they used to push before and how they are now all of a sudden, ‘laid back’. Find out what makes it the way it is. There were days when I would say, ‘I’m out of this,’ and the next day, I do a better song recording. It is just a crazy cycle really. You can’t predict it and if you don’t have the heart for this type of heartbreak, because music will break your heart sometimes, it is just not your space if you can’t survive it.
How do you unwind?
I love swimming, I love watching Netflix, Youtube. I love seeing what is happening on the creative landscape, watching what other people have created as well and reading a book. And then I really love to rest, sleep. Because of the funny way our schedule is, sometimes, working late into the night, it is always important to make time out to rest.
What else do you do besides music?
Outside of music, I have a lot of different projects I am working on. I have a lot of other businesses. I am a record label owner, I manage my own record label. I also manage an organic skincare company called Imanse Beauty. I also have different interests that I am kind of still working on, so I don’t want to talk about it too much.
I suppose you are still single. How would you describe your ideal man?
I am as single as a dollar bill. People don’t believe this because of what I do. My ideal man must have a purpose driven life meaning that he must know what he was put on earth to do. I know without any shadow of doubt what I was put on earth to do. The thing is, someone who doesn’t have a purpose driven life would sometimes question why you care so much about your dreams or passion or your job. But if the person has his own thing, then it makes it better as they would understand where you are, why you are there and what you are doing. Secondly, my man must love physical activities just like I do because it is important for my job, my health. So, I want to be yoked with someone who finds that important as well. I like for the person to also have a spiritual connection with God, to be prayerful, sensitive, resourceful, nurturing and beautiful to look at. I mean let’s be honest, you want to be with someone who excites you, not just physically, but mentally, spiritually, emotionally. And finally, someone who has something successful going for themselves, that way, they are able to understand you building something for yourself. A man who is comfortable in himself will let you breathe.
Why did you feel the need to move to Nigeria?
I have a lot of friends who felt that relocating to Nigeria was a mistake. I don’t think so. Of course, I took a big risk, but no risk, no reward. I couldn’t have written some of the songs I wrote from America. I couldn’t have connected with my audience from America and I wanted my audience to be here and you can’t speak for Nigerians without understanding what makes them who they are and being part of them. I meant business and I put my money where my mouth is and my location where my career is.
