The First Lady of Made Men Music Group(MMMG), the record label owned by music sensation Iyanya and his associate Ubi Franklin, Emma Nyra has been able to win her way into the hearts of music and entertainment fans in general with her uniqueness. Born Emma Chukwugoziam Obi in Texas, USA where she was also raised by parents who both hail from Delta state Nigeria, Emma recently released her latest song “Elele” featuring superstar Davido. The pretty singer who only less than a week released the visual to the hit song spoke to Morakinyo Olugbiji about her career and life
Let’s talk about your latest hit Elele featuring Davido, how does it feel enjoying such a rave?
I’m so happy because this is the first time I can go on twitter and see that people are tweeting about my song from all over the continent; Kenya, Tanzania and so on. It’s the first song I have performed that the fans can chorus after me. I see myself advancing because this the only song I’ve done so far and people are accepting it without me having to over hype it. Before I had to call radio stations several times to play my songs before they do, but Elele is just being played without me having to disturb anyone and the fans keep requesting for it.
You just came back from the MMMG tour, how was the experience?
It was great. For our first show, we landed in New York, flew directly to Atlanta. We literally didn’t sleep. So from Atlanta to DC and from DC Dallas and from Dallas to North Carolina. North Carolina to Kenturky, Kenturky to Houston. Houston to Minnesota, Minnesota to Detroit. We did about 9 to 10 shows. This particular tour means so much to me because I got to perform my song ‘Elele’ which was very massive and I received very warm response from everybody in America. Also for the fact that my mum was able to come perform with me on stage in Dallas and it was the first time my dad had seen me perform on stage as well.
I guess that tour was a sort of homecoming for you?
First my mum coming to dance with me on stage, I never expected that to happen. It was so much fun and surprise for me. I asked ‘mummy how did you pass the security, and she said I just told them I’m part of your act”. I just laughed and was really surprise because there was really tight security because of the caliber of celebrities that were present.
You’ve been infusing a lot of Nigerian pidgin slangs in your song for a while now, how did you learn so much within such a short period?
I can speak Pidgin because I’ve been living in Nigeria for two years now. I was born in Texas and grew up in Texas. However we use to come to Nigeria every December. I finally moved to Nigeria in 2012.
When you first came, you drop “Everything I Do”, then “Kereshere” and now “Elele” is being enjoyed by fans, how will the progression help you to move to the next stage?
I’m definitely moving to the next stage with this. It’s not easy to drop a hit. Even artistes that have been lucky with hits, always have to go back to the drawing board. So, my plan is to continue to work hard to surpass every previous success. I won’t want to drop a hit, go back to rest, come back again, go back to rest again and on and on. This time I’m coming out with a full force. So it’s about being consistent, so I’m not stopping. If you are not consistent your fans will begin to doubt you. Even when you drop a hit, it becomes harder because you can’t afford not to surpass your previous achievement. So I’m happy with my progression. My video for Elele just dropped and it’s really something I’d advise everyone to see. I couldn’t drop it while I was away on tour. It’s risky to drop a content when you are not around to push it. It’s literarily like you are invisible and the content can waste so that’s why I’m just dropping it now. And ofcourse it features Davido.
You came along at the time we had the likes of Tiwa Savage, Seyi Shay and other music divas at their best, were you discouraged or scared of competition especially after putting in much effort and your first three singles didn’t sell much?
I was never discouraged because I’m always around artistes so we know how this thing goes. If I’m doing this for like 10 years and no result, maybe I can begin to have a rethink, but I’ve only been around since 2012. I released my first single “Ori Mi Wu”, if I didn’t see any progression in 2022, I could start having doubts. Even at that I will not give up because music is my dream and I could do this anywhere in the world. Although there were times I was anxious and asking when will this be? When is my own turn? Etc.
There are are so many female artistes in the industry now, what’s your opinion on that?
I’m pleased with the development and that’s why I’m not scared of cometition because the more women the better for me. I’m pleased with progression of the female artistes in Nigeria. On the male side, you can have like 500 artistes and non of them is threatening one another. Yes, we are all competing for the number spot but music has a room for everybody. Now because of the success of a few females, if one female is charging one price, the other can equal charge the same. All the female artistes in the country now are ground-breakers because this has never happened beore in the history of our industry whereby you can name like 10-15 female artistes shining at the same time and compete favourable with their male counterparts. So it’s such a good time to be a female artiste. Other females aspiring to sing are looking up to us and we can’t afford to let them down.
What stands you out from other female acts?
I think my voice, personality and talents. I can act, I can sing, I can model. And also I’m a genuine person. I can work with anybody. I can dance and I can rap. My personality is different and my upbringing is different. My fusion musically is quiet different with what other girls are offering right now.
So after dropping your new video what other projects are you looking at?
I’m doing some collaborations with some top artistes. Also there are some brand endorsement on the way. I’m not allowed to open up on that rght now. I’m also trying to give back to the society by launching my foundation, The Emma Nyra Foundation soon. It’s going to be for children. I would have done it for women but I realised that in this country, children are often easily forgotten. Children are the Leaders of the future and I strongly believe that our world can be better if we focus on the children. I’m seriously working on it right now and try to do some fund raising for the children.
Isn’t that too many things at the same time considering that your music is just beginning to get serious attention?
The thing is, we can always multi-task. We have the power as human to use our 2hours effectively but often time we don’t know how to. So I don’t think I’m doing too much trying to impact lives.
When you are not working, what do you do?
I sleep! If I’m not sleeping I’m eating. But I also love studio stuff. If I’m not working like performing, then I’m in the studio sitting with Iyanya, Tekno and every member of Made Men Music Group to work on new stuff and I work out my own stuff.
