Evolution Records Makes Grand Debut in Lagos, Introducing Breakout Star Divine Reo
In a significant move poised to reshape the Nigerian music landscape, the newly established Evolution Records officially launched its operations in Lagos with a high-profile event. The label's debut was marked by the unveiling of its first signed artist, the promising talent Divine Reo, signaling a fresh entry into the competitive industry.
A Vision for Longevity and Industry Impact
During the welcome address, co-founder Henry 'Pundit' Kufre expressed immense satisfaction that years of planning had finally culminated in this launch. He emphasized the label's commitment to longevity and leaving a lasting mark on the music scene. "We are here to stay and make a meaningful impact," Kufre declared, highlighting the label's strategic preparations to navigate the challenges of the music business.
In an exclusive interview with The Guardian, Kufre described Evolution Records as a "family" rather than just a business entity. He noted that extensive groundwork was laid before the official launch to ensure sustainability. "We are well aware of our limits and while I won't say we are here to take over, we intend to be worthy contenders," he stated, reflecting a balanced ambition.
Focus on Artist Development and Fair Treatment
Kufre specifically addressed the label's approach to artist management, particularly regarding Divine Reo. He acknowledged the common pressures artists face in labels to meet expectations but vowed a different path. "We don't want to put pressure on our artist or bully her. We just want the world to see her talent and what she can do," he explained. He emphasized that while they will go the extra mile to support her, they aim to avoid overbearing demands.
Highlighting Divine Reo's versatility, Kufre praised her ability to adapt to various musical styles, both locally and internationally. "Not to over promise but Divine Reo can adapt to any type of sound; she is that talented," he added. The label plans to promote her music based on her creative output, leveraging a partnership with ONErpm for distribution, which Kufre believes will be a game-changer for the industry.
Passion-Driven Approach and Ethical Standards
Co-founder and financier Dike Isaac revealed that passion, not just profit, drives Evolution Records. He criticized common industry practices where rising artists are often exploited through unfair contracts. "We hear how record bosses and their artists often have all manners of misunderstandings especially regarding money, and I didn't want that here," Isaac stated. He advocated for mutually beneficial relationships and called for public support to promote Divine Reo's music, which he described as appealing to a broad audience.
Divine Reo: From Church Choirs to Stardom
Divine Reo, whose real name is Princess Divine, shared her musical journey, which began in church choirs and evolved through covering popular songs. She later started writing original music, building an online community by posting covers and introducing her own compositions. "I have released a couple of songs already to great reception," she revealed, indicating early success.
Inspired by her mother and influenced by artists like Tems, Tyla, Tiwa Savage, and Ayra Starr, Divine Reo described her music as deeply personal. "I put a lot of me into my music, and a part of me will always be in every music I put out," she said. As a final-year student at the University of Port Harcourt, she aims to create music that resonates with all Nigerians.
Looking ahead, Divine Reo announced plans for a mini-concert and a long-term goal to release a full album featuring collaborations with notable artists. This launch positions Evolution Records as a new force in Nigerian music, with a focus on talent nurturing and ethical industry practices.
