2017 MTV Video Music Awards - Roaming Show
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TDE's Dave Free On Maintaining Authenticity, SZA's Stardom, and Kendrick's Pulitzer

The Top Dawg Entertainment president shares how TDE maintains its authenticity, keeps all of its stars on the same page, and ascended from the underground to the top.

If there was ever any doubt that Top Dawg Entertainment was the best crew in music, the past two years should dead any arguments. Kendrick Lamar was already considered one of the best rappers in the world with classics like good kid m.A.A.d city and DAMN., but his star shined even brighter after the latter album earned him a Pulitzer Prize. K. Dot also spearheaded the music for Black Panther: The Album for 2018’s record-breaking and cultural tentpole Marvel Comics film. R&B singer-songwriter SZA dropped a potential classic album with her debut LP Ctrl in 2017, and Jay Rock released a strong album of the year candidate, Redemption. The TDE squad celebrated their success as a team with the Championship Tour, which brought all of the label’s stars–Kendrick, Ab-Soul, ScHoolboy Q, Jay Rock, SZA, and SiR–together under one roof for an international string of shows.

The artists are the stars of the show, but TDE’s executives deserve their just due. The triumvirate of founder/CEO Anthony “Top Dawg” Tiffith and co-presidents Dave Free and Terrence “Punch” Henderson have created an environment where creativity comes before the plaques and critical acclaim. And the squad keeps working: after Dave Free’s interview for this story, Kendrick Lamar landed a memorable role on Power and their new signee REASON dropped There You Have It, a stirring collection of West Coast gangsta rap musings. Dave Free spoke to VIBE about how TDE maintains its authenticity, keeps all of its stars on the same page, and ascended from the underground to the top of the food chain. This interview has been edited and condensed for clarity.

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VIBE: At one time TDE was the bubbling underground crew, but what has it been like to really work your way up to being a powerhouse?

Dave Free: In the middle of the process, it looks the same, just the resources changed. We get more resources to do bigger and better things but it feels and smells and looks the same because it's rooted off the same concept of repetition. So for us, we haven't even gotten to the celebration point yet, because there's still so much more to do. When I talk to friends and I talk to buddies, and even just hearing you say everything you're saying right now, that's when I get kind of pulled back into the perspective that “damn, it's been a long time. We were just that. We were that underground crew that was trying to figure out how to get our feet in the game and now it's the total opposite.” It's really hard to say in a few words ‘cause it feels exactly like when we were in Carson just grinding in the studio. It feels exactly the same.

How long do you think it took for you guys to really find your groove?

I would say about eight years 'til we figured out what not to do. The earlier stages when we were just really grinding through. It's not about what you do right, it's about what you're doing wrong. We were doing a lot of right, but the wrong stuff sets you back. You don't have to do everything perfectly, just don't do anything that [sets you] back.

What would you say you were doing wrong that you had to correct?

Not so much doing wrong, more like just the knowledge of not knowing things––not knowing who to talk to, not knowing the next steps in being in the game that's forever changing. This whole system of hip-hop is a forever changing system. You can't replicate the system, so as management we're working and trying to figure out how to get our artists out there more and how to get them more notoriety or how to maybe not go so broad with it at first. Start it off slow and build up a pace where we can sell consistency. Consistency is built into a career, just like Kobe practicing in a gym, Steph Curry working on his dribbling skills. [It’s the] same concept from a managing perspective, or a boss' perspective, and then the artist hops on to that same concept just through their artistry, depending on what type of music they want to make, depending on what type of beat, depending on what they wanna say, who they want to talk to. Both of those things are happening at the same time and then you meet up. It meets right in the middle, perfect timing where I'm perfectly ready and equipped to manage what this artist has right at the perfect time. It wasn't so much the wrong things, it was just the not-knowing part like, you know, growing in the business and having to learn how to go up in the business. Learn how to be nimble, don't have your mindset to one way of doing things. You have to have multiple ways of doing things.

It's a trip just how much the game can change in a certain amount of time. good kid, m.A.A.d city just came out in 2012 and it feels like that was a lifetime ago. What are the differences between breaking an artist like Kendrick back then and breaking an artist now?

Oh man, the approach is totally different. I was actually telling a buddy of mine because he just thinks we just have all the cheat codes, we just hit a button and they could just be famous the next day. None of the tactics we used back in the day to break Kendrick, Ab-Soul, Jay Rock or ScHoolboy would work now, none of 'em. It's a whole new game. Blogs were very influential back then and I'd have to build a lot of relationships with blogs and now it's just more about streaming. You have to have the relationships with the streaming sites and it can't just be a fake relationship. It has to be a relationship of understanding. Back in the day, if a blog posted a bunch of stuff, it was no hurt no foul. For streaming, they centralize. They have to post what works for their system too, it's kind of back to a radio format a little bit in a sense.

And the single is back. The single wasn't as important when Kendrick was coming up, it was more about the quality of an album. Now, the single takes you back into to the album. When Kendrick was coming up it was more about... the album [would] take you into it and then hopefully you get a single in the middle of that. It's a totally different game, totally different system.  It's forever changing. We’re just trying to be nimble and change with it, pay attention to what's happening. I'm even back in the situation where I'm making business—I don't even go to the club and party, but I'll go to the club, go sit in there and pay attention to what's happening. I never get jaded and never get stuck in my ways.

One thing TDE has a really strong reputation for is authenticity. Very few moves come out of your camp that don't feel real. How do you maintain that despite being at the level you’re at? Many artists will seem authentic early on, but the bigger that they get—

It gets more watered down after time.

Exactly.

The biggest thing for that is our family structure. Everybody in the company has a voice. When albums come out we bring everybody in. We don't create yes men in our camp, and that plays a large part in why the artists can stay true to themselves. You're competing with your brother, you're competing with the guy next to you, and if he's rooted and grounded because he has a good support system, then you're more likely to be just as rooted and just as grounded. Two, we tend to sign really hard working artists. I've worked with artists that are so talented but didn't work hard, and that can mess up the authenticity because now you have to counteract that with bringing in people to help the equation. Then the artist gets further and further away from themselves. But we've been able to sign artists that understand that this is a blessing beyond belief. When you appreciate something that God doesn't have to bless you with and you are around people that treat it the same way, it tends to rub off and it becomes a situation where you value it. So you spend a crazy amount of time perfecting it, and that works with the music and even with the plan of just how you live your life and how your music dictates your life.

What you said about the family structure stands out. “Ab-Soul’s Outro” on Section.80 truly summarized the whole album, so it felt like Ab was a part of the process. And in the video where you guys played Jay-Z's verse on "B***h Don't Kill My Vibe" for Kendrick, that scene is preceded by the crew mobbing out to ScHoolboy Q’s "Yay Yay." How do you maintain that family structure when everyone is doing so many things?

It's hard, I won't act like it's not hard and it's different remnants of that in today's time now, too. For example, Jay Rock’s “Win” video. Getting all the artists in one place at one time was literally the hardest thing ever. If you look at the video, you won't see ScHoolboy Q in there because he just got there a little too late. It is a hard thing but when you care about what your brother is doing and what your team is doing, you'll make the time. You just try to figure it out. When SZA is touring, she's traveling all over the world; you know, if we can't get her right at this moment, we'll figure out the best way. She was traveling, we needed her on Jay Rock's album, she went and got in a studio and knocked out the feature. It was already people waiting for features at the time, but that's something she ain't gon' miss out on. We just support each other, man.

The Championship Tour was a long time coming, it took so long to get us to that point where we could take all the artists out on one tour together. When all of 'em got on tour, it was like a high school reunion––they see each other but they hadn't seen each other together in one space, from the guys that are artists and the guys that are just in the background as management and staff. The energy was so great on that road. Everybody is working but we all care, we all want to see each other win and grow. If I can be there, I’ma be there. Kendrick literally flew off his tour from Japan to South Korea. He only had four days off and he spent 2 of those days shooting videos–one for Jay Rock and one for Anderson .Paak. Anderson .Paak is not signed to TDE, he’s signed to Aftermath, but it's the same concept. It's still family, it's still people that we support and we love, and we’re gonna do whatever we have to do to support them.

How did you guys react when you heard that Kendrick was getting a Pulitzer Prize?

I got a call that morning and we have a group chat––me, Top, Kendrick, Sounwave, a few other homies. I got a call from my publicist and he was like, “Did you hear anything from the Pulitzer people? You’re winning a Pulitzer for DAMN.” I was like, “Man, stop playing.” I just thought it was a rumor going around. I dropped it in the group chat and I was like, “Word on the street is, your name is in the mix for the Pulitzer.” It was just shocking. You never think in a million years that they would understand the concepts enough to award a boy from Compton that honor. It still is a big moment. I wear the hat all the time, Kendrick changed his whole stage name to Pulitzer Kenny. It's showin' that we're breaking barriers. There were people that came before us that did this so we can get to this point, so we make them proud, and we showed another kid that's sitting in his f**kin' room wherever he is that these things are possible.

It’s less about the award and more about the concept of people that came before us and the people that's gonna come after us. That's what you do it for. It's about shaking up the system and showing people it doesn't have be the way it's supposed to, the way you think it's gon' be. Sometimes you might be shocked, you might see the guy that's not supposed to be the winner become the winner. That's very important for our youth to see that.

You guys already have a working relationship with Interscope Records, but for Black Panther: The Album, you also worked with Marvel. What was that process like?

It's different because you have to put yourself in a place where you have to understand their deliverables also. It was actually a great experience because it was an experience that we definitely wanna get more into. So for our first step to be Marvel, which is the cream of the crop in the film space, it was like that final quiz but it was a crash-course on the first day. They understood that Kendrick is a true artist and he had to stay true to his artistry and we understood that this is less about it being our thing and more about it being a [collaboration]. It worked out great, we were against time but everybody stepped up and it became something we're really proud of. We're very proud of the accomplishment and to just be right there, hand in hand with a movie, was so powerful. Ryan Coogler and all the cast, something that's so powerful for our kids to see and understand that we got our own superheroes we can look up to and be proud of. I don't wanna make it seem like it was easy, but it wasn't difficult either when you have people who want the same concepts.

This past year also saw SZA become a star––Ctrl may go on as a classic. Last year, she was calling out TDE execs on Twitter about the album not being out. What has it been like to see her rise to prominence, and how difficult is it to make sure that everyone on the roster feels valued at all times?

To answer your first question, every artist goes through that point where––when you make music you're creating a child, and it's hard for artists to put their child in someone else's hands. Business and artistry have to collide in order for greatness, and we just have a proven track record. Give me your child, and I’ma help raise him, nurture him, help him grow. And that concept developed into wanting to get her music out there. No, let's take our time and make sure it's perfect: let's get the videos done, get the concepts done, then look at her now. It's a testament to the artist pushing themselves to deliver a concept and management staying firm on how we do things as a brand and as a family.

I would say the first part [in making artists feel valued] is to keep them working, keep everyone moving. An idle mind is the devil's playground so we don't let the mind be idle because even though you're not dropping music, you're still working, you're still recording. I shoot videos a year in advance, literally. Some of the videos you see from Jay Rock’s album is a year in advance. That keeps the artist in the place where even though music is not coming out right away, they're busy, they're active, they got something to do and they're in the fold of the family vibe. The fans don't know our schedule and we try to update them as much as possible but we know our schedule and the artists know the schedule. For the most part, the artist knows, “after so and so, it's my time,” and we give everybody their time. When it's their time, you know because it's gonna be an onslaught of rollouts, materials, contents. So the artists are in a system where they know how it works, it's really just people on the outside that don't understand the process.

You guys just announced the signing of REASON. What expectations do new artists have after signing to TDE?

If you sign to TDE or if you want to sign to TDE, I think the expectation is just for [the] quality of work. That's why most people would wanna be with this label because it's definitely quality over quantity and it's a system of helping your brother, showing up for your brother. You have to have both of those characteristics if you really looking over this way. Most people that are trying to be with us have those characteristics: want to be a part of a family, want to be a part of a concept, not just out there creating by themselves. I think the biggest thing for new artists is the competition level. You’re coming into a fold of Kendrick, ScHoolboy, SZA, Jay Rock. There's less expectation about what the brand can do for you ‘cause the brand is proven, we've proven that if we develop time into our artists we can turn our artists into something. You got to compete with Kendrick Lamar, he's not gonna go easy on you on the track. He gon' tap that a** on the track for sure so you better come with it. The same thing with SZA, she gon' get on the track, she gon' serve it up so you better be ready. Same thing with Jay Rock. Jay Rock holds the crown for the most destroyed tracks from TDE, getting on with artists and destroying everybody on the track. He's the highest competitor in the camp when it comes to each other. He's gonna pull the best out of you. So I think the artists are focused more on that. “Sh*t, how do I come in and make an impression on the guys that are killing it already?"

That's what I noticed the most and that's probably the most pressured situation for them. SiR is like, "Man how do I even show these guys I'm tight, how do I even get them to pay attention to me?" The first time I brought SiR to the studio with Kendrick, Kendrick was like, "Go in the booth," and it literally reminded me of the time that Top told Kendrick to go in the booth. The first time Dot came, Top was like “go in the booth and rap.” Dot was in the booth for two hours. Dot did the same thing and I felt the energy that I felt when Top said that with Kendrick. I bring SiR in to [see] Kendrick and I'm in the same position I was in back then. It's like, “h sh*t, I hope he kill it in front of Dot. I hope Dot sees what I see."

What are you planning for this next year? What haven't you done yet?

'We’re getting heavy into the film game. I'm trying to get heavier into it. Kendrick’s trying to get heavier into it. A lot of the guys want to get more into the content creation game. We got a lot of new artists, we got REASON, we got other new things coming. To us, it's about replicating the success but also stretching our hands into as many fields as humanly possible. So all those big investors and all those big guys that wanna be with a winning team, come talk to TDE ‘cause we’re looking into a bunch of different fields. There's no label on what we can do now. Top literally just left my house and we were talking about everything else that we have to do. It can be real estate to just investments, we have to do more. Music is the driving force to create the opportunity, but we have to do more and we're inviting anybody that wants to do more to come speak with us.

READ MORE: TDE's REASON Hopes To Marry Real Rap With Community

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For VIBE's 2019 Best R&B Songs list, we decided to not only choose songs that deserve a spot on a baby-making playlist but also celebrate the artists who've kept the core of R&B intact in their own way. Some songs are well-known, some are deep cuts. Some of these artists have won a music award or two this year, but the others are just as worthy. Here we've compiled an alphabetical list of songs that have resonated with the R&B lover in us. Get into it.

 

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25 Hip-Hop Singles By Bomb Womxn Of 2019

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Afrochella Sets Sight On Connecting The African Diaspora, One Festival At A Time

African music and culture are going global.

There’s a concerted effort to create and connect on the continent and to the continent. In Ghana and Nigeria specifically, a number of events, festivals, concerts, and activations have grown to prominence over the past five years, attracting newcomers and serving locals. This year, December will harvest a crop of opportunities for those abroad and at home to tap into the music, art, food, and fashion of the new-wave vanguard.

“Ghana remains home to the global African family,” Ghana Tourism Authority CEO Akwasi Agyemang said in an interview earlier this year. "We are positioning Ghana as a gateway to the West African market," Agyemang added. As African cultural productions popularize abroad, Accra and Lagos have become the go-to grounds for people of the diaspora to initiate immersion into experiencing Africa. 

The Ghana Tourism Authority and the Ministry of Tourism, Arts and Culture have lined up a slate of activities in an effort to boost the country’s tourism industry. The government has taken initiative to further pushing for mobilization, galvanizing both descendants and diasporans to visit, invest, and live in the country.

Certain factors make Ghana appealing for visitors. Along with it being one of the more stable nations in West Africa, according to a 2011 Forbes report, Ghana was ranked the 11th -most friendly country in the world, ranked higher than any other African country. But as of last year, according to the World Atlas, Ghana didn’t rank amongst the top 10 African countries to visit for tourism in 2018. There is already a history of diasporans permanently relocating to Ghana. The government attempted to facilitate this process when it waived some visa requirements and passed amendments to a 2002 law that permits people of African origin to apply to stay indefinitely in Ghana. 

But this year has been a particularly important one for visitors. This December marks the ending commemoration of the Year of Return. Ghana 2019 is an initiative of the government formally launched by the President of the Republic of Ghana in September 2019 in Washington, D.C. as a program for Africans in the diaspora to unite with Africans on the continent. The mission transcends a marketing strategy. The year 2019 commemorates 400 years since the first enslaved Africans were brought to Jamestown, Virginia. The program serves to recognize the surging people and the following generations of achievements, sacrifices since then. 

The past year has seen a steady influx to West Africa. According to a report in Quartz Africa, Ghana’s tourism sector contributed 5.5 percent to GDP in 2018, ranking in fourth place after gold, cocoa, and oil in terms of foreign exchange generation for the country. And the government is hoping for more growth. Ghana is reportedly projected to rake in an annual $8.3 billion from the tourism sector by the year 2027 in tandem with an estimated 4.3 million international tourist arrivals.

But with the opportunities for connection and investment comes a slate of new concerns attached to old ones. Tourism, for example, can be lucrative for local business, but also can have a broader disruptive impact on the nation’s economy. Then, there are the issues that programmers face to bring locals and visitors the sought-after idealized experiences of Ghana— a taxing and a challenging feat to execute in an environment that’s still developing its infrastructure in multiple sectors. Along with improper documentation of visitors, the 15-year development plan put in place to help push the numbers, in ways, has not been implemented in full force.

But a rush to Ghana is still projected, and there’s a slew of events coinciding in the region at the same time this year aiming to accommodate this. One of the events slated for a return is Afrochella, the annual art, music, and food festival happening in Accra from December 20 to January 5. Separate from the official year of return events, each event also aims to fulfill a similar mission and market individual appeal amidst similar events. There’s AfroNation, the popular Europe music festival holding its first-ever edition on Ghana’s coastline at the same time as Afrochella, while Nativeland is planning a selection of panels and immersive activations with Melanin Unscripted focusing on music, art, and culture in Lagos right before it.

Afrochella was conceptualized by Abdul Karim Abdullah in 2015. Abdullah, along with co-founder Kenny Agyapong, and COO Edward Adjaye, launched the full-scope festival with the hopes of curating a connection to the continent this year, focused on increasing visibility to the rising talent on the continent. Their 2019 theme is “Diaspora Calling,” aiming to promote networking within the Ghanaian community and diaspora, ensure African youth value and celebrate their native cultures while connecting communities through education, fashion, art, music, and business in Africa. 

Community involvement representative Emmanual Ansa states they want the event to become “the impetus and mecca for the celebration of African music, culture, and art.” But amidst the many options on the ground this year to fulfill these missions, where does Afrochella stand, and how does it stand out?

VIBE sat down with the Afrochella co-founder Abdullah to talk about the structural challenges of executing this initiative while appeasing the demands of a growing consumer base, the cultural significance of the event, and envisioning Ghana as a premier frontier for a global black connection.

Can you talk about the origin of Afrochella? What inspired it?

I went to school in Ghana for about seven years, and then I came back to the US and I went to high school in the Bronx—  High School For Teaching And The Professions. I went to Syracuse University in 2006 and got my bachelor's in psychology and biology. And then I got my master's in 2016 at CUNY Hunter college in public health. I've been working in medical research for eight and a half years. But this has been a passion of mine that I've always done on the side, which is throwing African-inspired events.

That’s when my team came together. It started out with me wanting to do a festival here in New York called Native Tongue festival, and that was geared towards food. I just wanted to explain the culture and engage people within the diaspora. But then, on our yearly trip to Ghana, I found that we would gather and we would have a great time, but we couldn't really have that much of an effect once we left. I felt like we could have an effect; we could encourage more people to reach back home and do certain things by creating a space where we can engage each other. I thought there was so much talent coming in from all over the world that were from Ghanian descent or African descent and if we could create a place where we can galvanize all of that and the people that are doing amazing things within those industries, we would be able to create something pretty good. [In] 2017, we decided to do something like that.

How has it changed since 2017? Has it been easier to translate what you're trying to do in terms of this new interest in Africa — Ghana and Nigeria in particular? 

My team is battle-tested. We understand what we have to do in order to make the event successful. But, I wouldn't say it's been easier; each year presented different challenges for us. In year one, it was financial. Until this year, it was navigating bureaucracies. Last year, it was navigating governmental agencies. This year is navigating competition, navigating finding more funding.  One of the things that we noticed about events in Ghana specifically is that once it [nears] completion, people tend to not attend it anymore. What we want to make sure we do is every year we want to increase the amount of people that attend— and each year we have at least by 30 percent. Each year, we've been able to define our message more clearly. 

Talk a little bit about the government in Ghana. How has it been dealing with things on the bureaucracy level?

I would say our event is doing a big service to Ghana. Afrochella has definitely given people an opportunity to visit Ghana. The government should support us in a way that makes gaining access to certain government facilities easier. But that has not been the case. We've had to be very proactive about that with regards to certain policies that may exist that are not written on an online forum. Like in America, if I wanted to do a special event in the park, I'd be able to go to an online source. I'd be able to see all the things that need to do in order to get a specific permit for a specific venue. In Ghana, these things don't exist.

For instance, this year we received an email from some agency. Out of all of the years, we've never communicated with them and in the third year, they're reaching out to us about musician copyrights and, apparently, we have to pay a tax. Those are the kinds of things that we've faced. You can end up paying people that are not actually supposed to get paid. And there's no way of you knowing whether or not it exists or doesn't exist. 

Last year, we had a very weird incident four days before the festival. We were told by the Ministry of Aviation that our stadium is right by the takeoff of the planes leaving Accra. I would think that the venue that we're renting out for this festival would be able to let us know, “hey, you need to do this with the Ministry of Aviation,”— they did not. The day before Christmas, we got a notification that we have to change venues because they feel our lights will interfere with flights taking off. It's, of course, an accident. So, we reached out to the Ministry of Aviation, sat down with the director and devised a plan in order to allow our event to continue. Those are the kinds of things we faced as an event that we are still trying to navigate. Hopefully, as we grow, it will get easier.

Do you think it'll get easier when some type of infrastructure is built to help those types of events move more smoothly?

I think that Ghana is going to have to look itself in the mirror. We all don't know what to expect in December. Because there are a lot of people going to Ghana in December, the anticipation is very high. All the major hotels in Accra are sold out. How Accra responds to the influx of people I think should inform the government on how they should prepare for events and things like this for the future. I do hope that there is an effort created to streamline policies. 

I would like for the government to encourage events. I think events is one of the major drivers of tourism. And if they're paying attention, they will notice that a lot of people are coming to Accra for Afrochella and the events that exist during that last week of Christmas. The double mission is to take a deeper look at this creative industry and figure out a way to encourage that positively in a way that it affects both the people on the ground and the people within the diaspora. 

The government has not been welcoming this with open arms or does it not have any type of structured initiative to help this run smoothly?

I'm not saying that. I just feel like in general, we do not know what changes in infrastructure or policy being made to accommodate the amount of people that are coming in. For instance, with Afrochella we understand that because there's going to be so many people—there was an excessive amount of traffic coming into the stadium last year—that we need to figure out a way to get people to the festival in shuttles. If we can get people that are shuttles, then we could reduce the amount of cars. We reached out to the Ministry of Roads to help us so we can avoid traffic in front of the stadium and that we can make sure that there's a safe way for people to enter. This is some of the planning that we have done. Until now, I personally have not seen any information come out, access [to] policies that exist. 

One of the major complaints that people from the diaspora face when they go to Africa during Christmas time is we feel that we should be having the same sort of customer service that we enjoy abroad. With the influx of people, I think that it's going to get worse.

We just wanna make sure that infrastructure exists to make sure that people that are coming do not disrupt the way of life in Accra.

There are a lot of other events happening around the same time as Afrochella. What is the concerted effort to kind of stand out from the rest?

Our goal is to highlight the thriving millennial talent from within the continent. So we take pride in making sure that we're highlighting people within various industries of food, fashion, music. With our Afrochella Talk series, we’ve been able to highlight people that have been doing amazing things within the creative industry. In December, we'll be doing one on music. And this is an opportunity to be able to educate people on opportunities that may exist within their field or create a platform for people to be able to discuss questions they may have. 

We're also involved heavily in charity. Last year, we supported Water Aid to help provide clean water to families in need. The year before that, we gave out school supplies to kids within Madina Zongo. This year, we're doing charity twofold. We're rebuilding an orphanage school, in Jamestown, Accra and also providing them with school supplies. We call this initiative Afrochella Reads]. We’re also doing Afrochella Feeds on December 26th. 

Our goal when we bring people to Ghana is not just to come and turn up, not just to have a good time, but also to give them a feel of the vibration of the country, what the culture is.For us, it's a holistic approach.

What does the full festival entail?

The festival itself is art, music, food, fashion and all of that culminates in our eyes what culture is. We believe that each part of these is equally as important. Not one part is more important than the other and that we should celebrate them together. In addition to people getting to go to our festival, we also give them the opportunity to be able to engage with the country through our tours, through our charity. The tours and the charity that we do is to make people understand that yes, Africa is a good time— you can go to all the clubs— but we want to make sure you leave and provide an impact at the same time. 

Talk a little bit about the Audiomack rising star challenge and that effort to kind of curate the connection with music and culture.

With the rise of afropop music in America, I feel these artists deserve a chance. Right now, the popular, mainstream artists are the ones that are getting the looks they deserve. But I think that there are a lot of talents that exist from the continent that deserve to showcase their talent.

The other aspect of it is, I feel that people in the continent are using all of these apps and all of these different services and they hardly get to connect with representatives from those services. One of our goals is to make sure that we partner with these companies and give them the opportunity to invest in the talent directly. With Audiomack, we're doing exactly that in that we're giving seven individuals an opportunity to perform at Afrochella. And the one with the most streams, we’re giving them $1,000 towards their career and we’re giving them an opportunity to for a studio session at our partners BBnZ Live. This is one model of the type of partnerships we want to, we look to create with companies in the future. 

Why is this year in particular so important for the reconnection of the diaspora in the context of the 400-year anniversary?

A lot of the conversation between the diaspora and the people from the continent is what makes us different, why we don't get along. What we want to do as a festival is take that conversation and change it into what can we learn from each other and how can we help each other. I think that it's very important that as you see the Chinese and the Japanese and the Americans and everyone reaching for Africa, that we engage the people in the diaspora to make them understand that there are opportunities that exist and there is amazing talent in Africa and they are interested in starting a business and you're interested in developing a space and you can engage with your counterparts on the continent and help build the continent yourself.

I think the more black people we get to invest in the continent, as a whole black will be helping each other. This year is absolutely important and I think that shoutout should go to Nana Akufo-Addo of Ghana for declaring this year The Year of Return. Ghana is definitely a good site that people can visit, but we hope that as people enjoy themselves and have that experience that they use that as a platform to visit other African countries and see what opportunities are there for them to be able to leave a lasting impact on the continent.

This interview was lightly edited for clarity.

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