‘Why I am the Sultan of Sound’

Olanrewaju Fasasi, better known as Sound Sultan

— Olanrewaju Fasasi, better known as Sound Sultan, needs little or no introduction. For over a decade since he took the music industry by storm, the Oyo state-born award winning artiste has indeed continued to grow from strength to strength, dishing out hit tunes which have come to define his special kind of music which he calls Jamgbajatis. He welcomed The Source into his Festac home last week, as he spoke about his music, life and his marriage which he spoke passionately about
By Osamudiamen Ogbonmwan
You appear to be one of the busiest persons in the industry today, what are you currently brewing?
I am actually just finishing work on my new album. This would be the fifth when it finally hits the market in the next few weeks, after the World Cup. Last year when I released the fourth, it was between July and August, so I want the release of this one to coincide with that. Its not because of anything, its just what I want.
You just returned from a trip abroad, does it have anything to do with your music?
Oh yes, definitely. It has to do with my song writing and publishing. I just went to put some things in place in the United Kingdom. I also went to work with some new alliances I’ve formed, between some friends that are artistes, to Martin Knowles, Beyonce’s dad.
Tell us about this new album, what are you offering this time?
This new album is entitled Mission 2010: Back from the Future. It’s a project which lets people know that I have been around for a while, because a lot of people have been saying that they are having a lot of problems placing me in a category. I hear this often from award organisers– they say they don’t know what I really do. So I am telling them here that if you are not in tune with versatility, then get off my case and listen to good music and enjoy it as it comes. This work is an unapologetic diversity that I am bringing to the music industry. I am bringing in different styles into this album, you know, a little for everybody.
Indeed, I have heard people complain about your style. So, for the sake of this interview, what genre of music do you play?
I’ll say my kind of music is called Jamgbajatis. Its the Oyinbo people who created Hip Hop and the likes. They are not the owners of the Nigerian music industry, so they can’t dictate which style we should play. We can create our own style. I can’t use Hip -Hop, RnB, et cetera as the yardstick to measure my success, its not possible. I am always an out-of-the-box kind of person. I don’t give a hoot about what anybody says concerning my style of music. Its good music. Jamgbajatis is a recycling of any style in pidgin English.
But hasn’t this decision affected your expected reward, as in awards?
No, look at that place (points to a corner of his living room where some awards were), tell me how many people get am? I am not complaining. Its just the way I do my thing. When them tire, them go give me for whatever category them want to form. You know Naija now (smiles).
A lot of people have different opinions about you. How would you describe yourself?
I am a very easy– going person. I like a quiet environment and being into myself when I want to be creative. I like natural people and hate people who like to fake things, it creeps under my skin.
Over the past few years you have done quite a lot of collaborations with foreign artistes. Why?
Well, collaborations with foreign-based artistes is just a way of spreading one’s fan base. No be say I go dey feature many people but I thank God for the opportunity. In this album, I would have loved to work with a couple of guys but… So far, I have worked with guys like Wyclef Jean. He featured in a song called People Bad (Remix). I’m also featuring D’Banj, Tu-Face and Ikechukwu. I also have Banky W on a track called Very Good Bad Guy, Eldee on Born on Saturday, M.I did 2010, Lami and Cobams, Tu-Face, et cetera. The album is set, just putting finishing touches on it and after the World Cup, it will be in Alaba.
Why Alaba, since it is well known that it is the seat of piracy in the country.
I said Alaba because that’s where the market is. Yes, there is a big piracy network there, but we also have legitimate businessmen and women that can sell your work.
Why are you using Wyclef again?
Wyclef is like a brother to me. He is very helpful. If I have the opportunity to feature him 30 more times, I’ll gladly do it. He is a Grammy award winner. A down to earth person, that’s why I am close to him. He understands this industry and he knows that when he lends us his voice it is a huge favour and he is still reaching out to more fans.
Would you say since the time you started featuring him, it has boosted your career?
It boosted my career. I must tell you. If you Google my name now from anywhere in the world you must see his name beside mine. Likewise, if you google his. This is a big deal for me. His fans will see us and will want to listen to what we did, so yes, his presence has been a big boost not only in the sale of my album but also in my career.
You have been around for quite awhile. When did you really come into the music scene?
I actually started by writing music between 1993 and 1994. I started recording alongside my brother, Baba Dee in 1996. I recorded my own in 1999 and that was the one called Mathematics.
When you look back to when you started and where you are now in the industry, what comes to your mind?
I always have cause to thank God because there was no hope or encouragement then. It is a big deal to have started then and metamorphosed into something this big. We have God to thank for this. A lot of people wish they are in this position now but they are not. I am hale and healthy and I have life. For me, this is God’s doing and every other thing is secondary. Back then in the industry, the challenges were much and a few people subscribed to our Nigerian kind of music. We had a lot of convincing to do. If you look back, we were the ones who converted Nigerians to love their own music. We had Plantashun Boyz, Baba Dee, Def O Clan, et cetera. The fore runners like Mandators, Ras Kimono and Majek Fashek kept the fire burning. There was highlife and so on. I tell you, if we had kept doing more of this kind of music, the Nigerian music would today have been an international kind of music. So, we need to go back and revisit what we used to have.
Why did you name yourself Sound Sultan?
Hmmm! I didn’t choose the name, it was given to me by my brother and sister. I used to be known by a name, but my people felt I needed a more mature name that really defines who I am. I decided to give it a shot and everybody contributed. They said since I do different kinds of sounds, I should keep that and they said I am the Sultan of all sounds. Na them, no bi mi o. The name just stuck.
Do you still write songs, I mean not just for yourself as you used to do?
Oh yes, I write songs for a lot of people but I don’t make mention of it. I have my studio, and I record day and night with different artistes. I have My Naija Ninja as a record label now. I released my last work under the label and I am doing so with the new work. We are working on different artistes right now and Baba Dee is the co-chief executive officer.
Of all your albums, which would you say has been most successful?
I don’t measure success in monetary terms. Artistic success is more like it because it makes you last and when you are relevant, the money comes. I thank God that I have been in the industry for over a decade and still relevant. But if you insist, my SS4 (the last album entitled Sound Sultan 4) was more successful, monetarily. Most people thought I meant Senior Secondary 4 when I released that album.
Tell me, why do you offer weird titles to your songs or albums?
(smiles) I always play with words so that it will task my listeners to guess what I really mean. Some are controversial, though I like it.
What’s your educational background?
I am a graduate of Geography and Regional Planning from the Lagos State University. I graduated in 1998, but didn’t serve until 2000 in Abia State.
How would you say marriage has been treating you since you got married last year?
Marriage is a blessing. I just thank God for the decision I made and for the acceptance. This kind of life (marriage) makes one more responsible because you know that people look up to you as the head of the family. You know where to draw the line because you know there are people waiting for you back at home. A lot of people scare youngman, saying if they get married their careers will nosedive. It happened to me. People scared me, even before I made my decision. They said my career will be destroyed if I got married. For me, therefore, marriage is more of a blessing and when my child came, I knew God had given me more blessings.
We see a lot of marriages hitting the rock these days. What would you say is that ingredient that sustains such relationship?
Definitely, love. A love that cannot be defined in anyway, even with these both parties would have to know and understand themselves very well. They must know the body languages, what makes him or her happy, mad or sad.
How old is your child now?
My child is not old o, she is seven months young.
What about you?
(yawns) Next question.