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There is too much unhealthy competition in Africa’s Music & Entertainment industry – Milly Hussle  



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Ajibade ‘Milly’ Martins better known as “Milly Hussle”, is a Dubai based, Nigerian artiste/event manager, show promoter, businessman & philanthropist. He is one of the Nigerian music and entertainment business personalities in the diaspora doing everything against all odds to promote Afrobeats, Nigerian & African artistes to the world.

He is also one of the go to promoters for African/Nigerian events in Dubai.

He told our reporters in this exclusive interview that “there is too much back stabbing and unhealthy competition in the African music and entertainment Industry.” This wide spread envy and negativity, he stated, is having an adverse effect on the growth and success of the industry.

Milly who also spoke about the postponement of all events in 2020 due to the pandemic and his upcoming events said, “It is becoming increasingly difficult planning and managing events and/or artistes these days. Most upcoming artistes find it challenging getting collaborations with established artistes or getting listed to perform at gigs and events”. He said established artistes sometimes decline features or collaborations with upcoming or relatively unknown artistes and even each other. He went further to say that this is because sometimes they feel everyone is their rival instead of seeing each other as colleagues. They forget sometimes healthy competition breeds innovation & creativity, and everyone’s path/journey isn’t the same, nor is everyone your rival or competition.

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“Social media has changed a lot of things, the entire landscape is different now. These days every little thing gets blown out of proportion by the blogs and fanatic fan clubs. Sometimes it’s a positive thing but most times it breeds envy and jealousy amongst artistes” Martins said. “For some of us it has been difficult adjusting and trying to navigate this competitive landline. However change is the only thing that is constant in life and, one must be willing to evolve and grow to stand the test of time” he said. He opined that it can be frustrating sometimes, but in entertainment just like in life, you have to keep going and learn never to give up.

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Ajibade believes consistency is a major key to success and says that’s why he is focused more than ever on making sure his events are one people will always look forward to attending especially after the covid 19 lockdown. He said now the world is opening back again and things are gradually returning to normal, he plans to bring back his events with a resounding bang.

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Milly recently won the CORPORATE ORGANIZATION FOR PROMOTING EXCELLENCE IN EDUCATION & LEARNING (COPEEL) GLOBAL 202O award as “Next Rated Promoter Of The Year 2020 In UAE”. He is also the founder & CEO of Milly Entertainment and Managing Director of Milly Promotions.


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