Renowned Showbiz consultant, Edi Lawani, speaks to the Editor, FOLORUNSHO HAMSAT, on his journey in the entertainment world, his unforgettable moments and views on the industry, and more. Excerpts…
Let’s talk about you as an entertainment consultant and music manager. How did it really start?
I started from the university as a show promoter. I used to organize low key events that were referred to as “jumps”. Then, I did beauty pageants also. As a student, I was bit-part video cameraman. I finished school and got exposed to radio and television production while I was hustling the streets of Lagos. And the rest, as they say, is history.
Would you like to share with us your background, upbringing and how it impacts your growth in life?
I was born in Sapele, Delta State. I grew up in my village, Igarra in Akoko-Edo LGA, Edo State, where I also did my primary and secondary school education.
I had a stint at Lagos State College of Science and Technology (LACOSTECH). I went to Bendel State University in Ekpoma. I did my post-graduate studies at University of Lagos. Along the line, I was a part-time teacher while I was a journalist, full time.
I then worked at PMAN and from there, I went full-time into showbizness as an artiste manager and later, stage manager. Today, I am a special projects management consultant and communication strategist.
What brands of music do you recall listening to as a child and did they influence your passion for the show business?
I was a radio addict while growing up. I listened to everything that came through on radio. Radio influenced me a great deal.
Did it ever get to a point of dead-end in the hustling days where you felt like quitting to do other stuffs aside entertainment?
There were times when things were tough and I had cause to think twice, but that phase passed because the passion was too strong and I couldn’t quit.
Tell us about successes you’ve made working on events and with different musicians, and what are the next big events you are working on right now?.
Generally speaking, I do not log my success story in the business in that way.
I have been lucky to have been able to deliver good events and projects, over the years, due to a combination of factors. I am still working, even harder to keep doing better gigs. The best is yet to come, as they say. For the future, I am moving into facilitating education and empowerment in the industry.
You have been a beard person from day one, do you just love the identity or it bears some relevance to you?
Yes, I have been bearded forever. Initially, it started because I suffered severe shave-bumps. Then, one day, my life was spared at a gun-point encounter because the shooter-to-be, liked my beard and spared me. So, I have kept it ever since and it has given my personality some sort of unique visual identity, until recently that the bearded look has become ‘funky’.
What is the clear difference between a showbiz consultant, manager and agent?
A showbiz consultant should be someone who is very knowledgeable and vastly experienced in all aspects of showbizness industry. His or her strength is knowledge and competence. He or she services the economic needs of others, for a fee. He or she may just be there to analyze and proffer solutions without necessarily being hand-on, in the execution. A consultant trades in ‘brain-power products’.
A manager is an intermediary operative, usually bridging the gap between a talent and a purchaser. A manager may be retained or worked on an ad-hoc basis.
An agent is a deal maker. He is a connector between purchasers and the management of a talent. Agents typically operate on a ‘connect-and-deal, cut-and-bounce’ basis. Essentially, it is like, do a deal, move on to the next one. It is strictly business of a brokerage.
You have been around for a while, please, share your success secrets and challenges trying to make the name and the fame.
I do not see myself as famous. I don’t want to be and do not set out to be famous either.
My secret is HARD WORK, INTEGRITY and FAIR PLAY.
Challenges are there for us to overcome.
If it was all easy, success would be meaningless.
Tell us about your family and life’s philosophy.
I grew up in a family where my parents were very strict disciplinarians.
My late father was a WW2 era soldier and later, a civil servant.
My mum was a big time trader. She’s still alive, closing in on 101 years old.
We are all fiercely independent-minded people in my family.
No two of my siblings have much in common. We are all wired diversely.
I am married to my best friend, Tonia. I have three children.
My philosophy in life is: “play fair, cherish integrity and be upright”.
Your fans say you don’t look much older than they knew you five years ago. What is the secret behind your youthful look?
Thanks for the compliment.
I used to be an athlete. I still work-out rigorously. I think good thoughts.
I still party when I want to. I do things in moderation and I drink a lot of water.
Maybe, I am just lucky because I eat a lot of junk food and at very odd hours.
As a stakeholder, share your candid opinion of the showbiz industry in Nigeria
The industry has opened up. It is broader and now accommodates many more players.
It is still evolving, which is a good thing.
It can only get better, from now on.
A lot of work must be done but water always finds its level.
Let’s share how much you got for the smallest and biggest consultancy jobs till date.
I will have to ask my past and present accountants.
I am not deeply involved with such money details.
We get a job, make an assessment, strike a deal and get the job done.
There’s a difference between gross earnings and profit margins.
It is tricky.
What’s your religious belief?
I am a Christian. I am a Catholic.
I am liberal and accommodating of other people’s choices and beliefs,
if it doesn’t hurt me directly.
Your typical weekdays, what are they like?
I wake up and work-out. Off to the office or work site. Work done, I go home or to wherever I am staying, to sleep.
What are your favourite drink, food and hobby?
My favorite food is eba, made from garri that my friend sends to me from Ogoniland, in Rivers State, Nigeria. Choice of soup is dried okra soup with sorted seafood.
Drinks: I do cognac whenever I have to drink.
I used to be heavy with sodas.
I don’t drink larger beer, wine or champagne at all. etc
Hobby: Reading, learning new stuff and sports.
Share your best and low moments ever.
Personally, my best moments are when I see my family being happy.
Professionally, it is when I deliver a brief, so successfully,
that the client is happy with an outcome that is beyond their expectation.
