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Lekan Olanrewaju

MENTION THE phrase “powered by music” and fans of the premium music channel Soundcity TV will know exactly what you mean. Heck, everyone will understand.

It’s impossible to hide from it. It’s the tagline for Africa’s self-proclaimed number one urban music channel. Not like they’re far from the truth

though. Far from it.

It’s impossible to run away from what this brand has come to represent. And while there exist several successful brands out there, Soundcity TV stands out and shines brightly in Nigerian youth pop culture.

It began as a regular 30 minute music show on local TV. But from the start it grabbed your attention. With a bubbly line up of young presenters, Soundcity was the first TV programme to solidly hand over its very existence to a group of men and women barely in their 20s. The roll call included the hot-yam-in-the-mouth Veejay Deji Falope, musician Djinee, Yeencah, and of course, the difficult-to-ignore Denrele Edun. Behind the scenes it was the same story: Michael Oyeyiola handled production, Shile Obiesan (now Ibirogba) handled Marketing, Olamide Adedeji handled Special Projects and Adebayo Omisore had Soundcity Blast, the magazine, on a platter.

And boy, did they shine! More than years later, many have come and gone – Yeencah, Deji, Djinee, Micheal and others have left; and Isio, Ill, Kemi Adetiba, Munachi Abi and others have come to take their spots from time to time, but at each point, there’s been a constant – they have been young people, and not just any run-on-the-mill: well paid, and ready to give older professionals a run for their money.

So who are the guys now running the show?

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