Rajinonstop’s story is one of evolution—one that feels almost destined. Before delving into the details of our chat, it’s worth noting the infectious positivity and energy that Raji exudes. He’s a person who values learning and growth, and our conversation was nothing short of enlightening.
As the Head of Distribution at Sound Genie, Raji shared insights into the company’s vision and his journey. He emphasized what it means to stay independent and be true to one’s goals and values in an industry that can often challenge those principles. “There are certain things that might test you, but you always have to stay true to yourself,” he remarked.
Raji also manages the producer Y4ZI, a relationship rooted in friendship. Raji spoke of Y4ZI with pride and contentment: “Yazi and I have been friends for the longest time, even before he got signed under Sound Genie. The story of Yazi getting signed under us was a very random occurrence. We had a camp in 2021 with a lot of creatives around, and for some reason, the producer just didn’t show up. We had to figure something out, and I told Frank, ‘My boy Yazi is good,’ and he said for him to pull up. That was the first time I’d mentioned him to Frank.” When Yazi came around he did his thing and left everyone in the room amazed. “It’s one thing to bring in a known producer, and it’s another thing to bring someone they don’t have a clue about,” Raji added, reflecting on Yazi’s subsequent signing, development, and the impressive catalog he has since built.
As our conversation progressed, I asked Raji about his biggest motivation. For him, it’s the impact he can make: “There’s a feeling when you know someone is talented and you are involved in their growth—it gives fulfillment.” He believes that authenticity is key to success: “Don’t change for anything.”
Raji’s journey began at Bells University, where he studied Computer Science. Growing up, he was an inquisitive kid with a love for gadgets and the internet, thanks in part to his parents, who provided a comfortable lifestyle while instilling in him the value of hard work. His curiosity led him to explore various aspects of technology, from taking tech courses to learning practical skills like fixing phones. “At some point, I worked in Computer Village, learning how to fix phones and other stuff,” Raji shared. These experiences shaped his mindset, and he added, “I grew up fast—not in a bad way, but in a good way. I knew a lot real quick. A lot of people don’t believe me when I tell them my age now.”
Surprisingly, Raji never envisioned himself in the music industry. He always thought he would become a software developer for a gaming company. However, fate had other plans. Originally set to study in the U.S., a twist of events led him to complete his education in Nigeria instead. It was there that he met most of the people he works with today. The main catalyst for his entry into music was his roommate in his first year, who was an artist. Raji recalled his initial reaction to hearing his roommate’s songs: “This guy is good.” They found creative ways to record music in their hostel, and when it came time to distribute their first track, they faced the high costs of distribution. “We were just kids in 100 level; even if we pooled all our allowances, it wouldn’t have done much. Being the inquisitive person I am, I went online to search for how to upload your music to streaming services, and that was the trap,” he explained with a laugh. “I used my allowance to pay for a DistroKid subscription. I remember the room we were in—we even had to use a different room because there was no network in ours. When we uploaded it, people in school started listening, and I began learning about how to make money and promote it. I was learning on the job.” His dedication was evident as he skipped classes and meals to sit in front of his computer and absorb as much knowledge as possible.
One of the most pivotal moments in Raji’s journey came through a mix of boldness and a bit of luck. He shared how he got an email from a music distributor thanks to accompanying his friend Chimp, a creative mind with a knack for spotting opportunities others might miss. Chimp had invited Raji to meet with a music distributor who was working on a project with Davido and Vector at the time. During their conversation, the distributor mentored Raji, who happened to glimpse an email address. “Now, this is not me telling anyone to go and steal an email,” he joked. Back at school, Raji wrote a pitch for his friend’s song, attached the link, said a prayer, and sent it to the email he had spied earlier. “The moment I pressed enter, I thought, ‘Whatever happens, happens.’ Tell me why the email I spied on was the email of the vice president of Audiomack?” he said, still giddy with excitement. “He replied in almost an hour with equal enthusiasm, verified the account for me, and gave us support. I think that was the breakthrough I needed at the time.”
Fast forward to 2021, Raji received a random call from Frank (also known as FrankHasAPlan), with whom he was acquainted at the time. Raji then dropped a surprising twist: “The email I stole—guess who I’d stolen it from?” I was clueless, and his answer was shocking: “I stole it from Frank!” He laughed with genuine excitement. “I’m very sure he doesn’t know this story until now. I’ll tell him the story, or he will probably see it from this interview.”
Frank, if you are reading this—Tada!”
Raji maneuvered his way through music distribution during a time when Nigerian music was just beginning to embrace streaming platforms. He leveraged his connections and the internet to meet many people and secure opportunities. He worked on notable projects like Olakira’s “Maserati” and Superwozzy x Bari Jhay’s song, all while still in university—an impressive and inspiring feat.
Despite his achievements, Raji considers himself a private person who loves to mind his own business. He describes himself as shy and values positive energy and peace of mind. When asked about the lack of recognition for music executives in the industry, he shared a piece of wisdom from Sunday Are, a great figure in the Nigerian music industry: “You always have to remember why you are called the behind-the-scenes guy. There’s a reason you are behind the scenes and why your talent is the one out there.” For Raji, it’s more important to make things happen than to be popular without making any tangible impact.
Raji also touched on the untold stories of the industry and the contributions that often go unnoticed. If given the chance, he would improve the industry by passing on more knowledge about specific topics in the business.
When I asked about his thoughts surrounding gatekeeping in the industry, he playfully quoted Rema: “Shey you wan gatekeep who sabi jump fence?”
From his perspective, the industry is transactional, and it’s crucial to have value and leverage the benefits of networking. “The Industry is built on value”
Raji’s parting words are a testament to his philosophy: “Be yourself. Do not let the ups and downs beat you. You don’t have to change to beat the system. There’s no system to it. While money is good, it shouldn’t be your reason why. And if it is, make sure you are doing the right things.”