RAYCE

Call him talented, and ambitious you are not far from the adjectives that best describes one of the rare breed of artistes Nigeria has produced. Christened Kingsley Irase Amoni, widely known as Rayce, caught the attention of many when he released his hit single “Roll” which took over the airwaves gaining massive air-play on radio and video rotation. Currently signed unto Jebon Records label imprint, with his ‘Watin Dey remix’ Ft Davido, the artiste had indeed a wonderful 2016. The artiste who is also doubling up as a producer bares it all in an exclusive interview with the publisher of Cityspy SOFOWORA OLADAPO on how he had a successful 2016 and reveals his plans for 2017, Excerpts.


Why did it take you so long to drop the EP?Am a perfectionist, who love to make sure whatever am putting out for my fans is nothing below standard, a lot of people have been waiting for the EP, fine it took a while but am grateful my fans ain’t disappointed, the feedback has been great, so I can gladly say the time, money and all invested to make it come true is worth it. Am grateful to God, big thank you to Sound Core Media they supported me, Shout out to my producer who we both produced all the songs on the EP, my fans for their patience and myself because am a lover of good music who won’t put out anything below quality.


When exactly did you start producing songs yourself?I started producing before I started singing. After school, I found out I could make music in my comfort zone, so, I started studying it and did couple of beats for few of my friends which I got good comment from, They said they wanted to jump on my beat and that was where the push came from.


Take us through how journey to the music industry started?
It all started when I was done with my secondary school education. I would not say things were hard, I grew up in a family that was well to do. We had everything at our own disposal until I lost my father at a tender age may his soul rest in peace, I wish he was alive. He would have supported me.  After school, I continue to develop my craft as a beat maker and at a point my beat started gaining momentum. It was never easy, my mum wanted me to go to school and become successful. My uncle supported me, because he was into media. We kept on going.  In secondary school, we started rapping, not until 2002, I went to a studio in Jakande Estate Isolo where I took all the material i was making at home to. I recorded there, the guy said, ‘You this young boy how come you know so much about music and production? I said am a producer. When I got into the studio, I was nervous. I saw big mixers, recording booth with the microphone which I had not seen before. I said to myself ‘This is what I wanted to do’. I started recording and producing for other people but my own song was not out yet. I was learning fast. Not until 2011, when I recorded ‘ROLL’ and that was the turning point in my career.

How sure are you that if your late father was alive, he would have supported your career?
My father was a lover and big supporter of good music, when there was a party he was always there, he once mentioned his wish to have one of his children do music, I spent like 10 years with him so I know him so well, and his friends, the kind of lifestyle. He sure will.

Roll, was a massive hit no doubt. When you were recording it, did it occur to you that it was going to be a massive hit?
When I was recording the song, I never knew it was going to be a hit. Although, I wished myself well but I never knew it was going to be that big. After recording, I played it for few people and they commented that it’s a nice song. I did not see it as a hit. It took about 8months of constant playing and I started getting calls. I had a soothing relief.

After that moment, what basically has changed about you?
I will say my business. You must know how to do the business. No matter how, that, is why it’s “Show Biz”. Most of us do the Show and forget the Biz. Before Roll, I came in as Kinsley, but I do business as Rayce. So you must constantly be on point in this game.

What made you think having a different production name was a good idea and how you came about “Admire Beat”
Like I said earlier, production came first though with the intention of singing in the future, so at that point I wanted to create different identities as these are 2 different businesses just interwoven, it was given to me by a friend in Jakande Estate. I remember when I made a new beat on one blessed day, the guy walked in and said “Baba all your beat I dey always admire” so I liked the name, and I embraced it. Rayce is from my native name.

You slowed down the pace of your work at a particular time, what happened?
There is little to what you can do as an artiste who is under a label, you do the song and leave the rest for the label to handle. Basically, it was management issues, at that point I was a rookie in the business who is fortunate to make a hit with his first track but with not so much knowledge about the business side, so there were no proper plans, the safest thing to do is to slowdown, repackage, reinforce and bounce back.  

“Tetela” was inspiring, what inspired that song?
Tetela was a song I wrote out of expressing how I feel, what I do behind closed doors, and what I want from God. Everybody wants quick success after sometime of putting in good effort, but we all know it comes with challenges. A lot of things happened to me, I am that kind of person that likes keeping my things off media. They said God has done it for you why don’t you let people know, it was a prayer from my heart. I thank God for the song and inspiration to bring it out exactly how I feel.

If it’s not music, what will you be doing?
 I would have studied Law, people say I like to speak up for others; I hate any form of injustices so much.

Your Video “Wetin dey Remix Ft Davido” enjoyed massive acceptance how do you feel?
I am happy at the reception of the video “Watin dey the remix”, and so far the response has been great thanks to Davido for killing it and thanks to Jebon records and Ijoba Danku for orchestrating the collaboration. I also have a song with Olamide and Seyi Shey “On fire”. Am planning to drop a video for the songs too very soon. The Wetin Dey club tour will kick start. Then you all should expect my album titled “GRAYCE” pretty soon, Europe tour will kick off immediately after the album release.

21st century artistes rarely make evergreen songs, what do you think the cause is?
I have had a song that has been on for five years plus I am a producer. Any where I perform the song Roll, I get the same vibe like when it was just released, same with Tested Ok, Jack Sparrow and Tetela. I don’t believe in that, Good music will always stay.

Surviving in an industry where there’s little or No structure, how do deal with that?
My brother it really not been easy, we are just trying to adjust. Fine, a lot of us are getting money thanks to cooperate bodies milking the game and the likes of ITunes, Cloud 9, Spinlet and others, but it still not structured in term of selling our records. Everywhere in the world, they sell the record and make money. But here, you record and promote but selling it is a big problem. But I think in the structure aspect we need to step up. Everybody likes money, so if you sell a million copies multiply by one naira and calculate it. So you see that we need to structure our business more, its show biz, we can see the show but the business is not thriving.

If you are given an opportunity to change something in the industry what will that be?
I would go after piracy and put a measure in place for the record of physical album sales. With that, everything will be sorted. Let’s look at how the fans can have easy access to our song and still make money. The fact that we just want to base the money making aspect on shows and concert is not good. Let’s change the way we do our music business. We need to record, promote, market and sell. So we know if your song is not selling you can’t receive one award that you don’t merit. So, we will get the best selling album or artiste, because there is figure that counts. We need to deal with numbers. It’s for the future and our children. We release our songs, but no record, to show in ten years time for record purpose. For me, I came into the industry to make money, fame and show love. I want to sing and sell; but sell at a very affordable price. People buy recharge cards so they can buy music also.

Advise to fans and upcoming artiste?
Shout out to everybody, Please keep supporting the brand Rayce, cop my new video “wetin dey” and you won’t regret it. To every young person out there trying to make their dreams come true, nothing in life comes easy, put God first, believe in yourself and have a mind of your own. There is no room for a lazy person. Be humble and don’t be fake.