Business

Making Music Production a Profitable Business in Ghana

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Roger Ebo Kwabena Ogyam Quansah also known as NLMGNM in the Ghanaian music industry, is an experienced multi talented music producer and sound engineer who has worked with the likes of the Award winning Songstress Efya, EL, & John Germain just to name a few.

NLMGNM(Roger Ebo Quansah) is currently a sound engineer for InnovaDDB Ghana, one of the biggest advertising firms in Ghana. He has produced over 60% of radio commercials in circulation right now for corporate bodies such as MTN, Direct Savings and Loans, GCB Bank, just to list a few.

Roger is the kind of person that smiles or even laughs when somebody dares him about something that is seemingly impossible. This isn’t to say that he makes fun of situations; however he’s learnt through self-knowledge that, it is this mechanism of laughter that wakes up the darer and achiever in him.

Urban Dollz

Tell us about your business.

My love for music started 7 years ago. It began when I completed high school at St. Thomas Aquinas, I met  Dela De-Youngster who introduced me to music production. At first I was just playing around with it, but then I took it seriously when I couldn’t  find a job after school.

During my 7 year journey and counting, not only I have produced music for recognizable musicians like EL, C-Real, Jon Germain and Efya, to name a few.

I have also worked on some cinematic scores for the short films Banku Chronicles as well as Ghana Police and two feature movies Double Cross and Interception all directed by Pascal Aka.  

Today…. I welcome you to TH_RSDNCE, a full integrated audio, graphic arts and video production house. TH_RSDNCE is all about quality, and supreme customer and consumer satisfaction. Our work ethics is based purely on what the customer proposes.

On the audio front, we have NLMGNM(that’s me😁) as the sound engineer.

In the video and graphic arts section, TH_RSDNCE is setting up a state of the art video editing and graphic designing suite. With this undertaking, TV commercials, documentaries and commercial prints for billboards will be prevalent in our business plans.

What motivated you or inspired you to start your own business?

My main motivation will have to be maturity and experience. Working for other companies has led me to an incredible wealth of knowledge, wisdom and experience, and has ultimately matured my craft in the media and advertising business. I pursue this also because, I am more of a generational thinker.

I like to see myself as a visionary and look into the future, say 200 years from now, how will my family be living then? I look at corporate bodies like Coca-Cola, Google, Samsung, Mercedes-Benz and BMW and I ask myself, how are these corporate bodies so successful after all these years in operation?

Such questions with my understanding of my own maturity, has led me to become the entrepreneur I am today.

Are you currently running any promos / contests/ giveaways that you would like your readers to know about?

Currently TH_RSDNCE isn’t running any promotions just yet. We have great plans in the coming months. Customer satisfaction is necessary, however revenue is also very important.

List awards/certifications/ accomplishments.

As at now, our few accomplishments have been our numerous records for musicians, and the movies scores the company has been able to perform.

Where is your business based?

TH_RSDNCE is based at Fan Milk Junction, inside Ablekuma.

Urban Dollz

What are the few steps you took to get your business up and running?

Some of the few steps we integrated into our business before it took off were:

  1. To understand our business thoroughly. This required that we understand ourselves, our strengths, recognize our weaknesses. It always begins with self-assessment.
  2. To understand our work environment, one key point never to be overlooked. Knowing what the industry at all times was very beneficial.
  3. To understand the numbers involved in setting up a business.
  4. To understand the SWOT system. This outlines the STRENGTHS of the business, the WEAKNESS, the OPPORTUNITIES and the THREATS.
    and our final step was to set up the business.

What has been the most effective way of raising awareness of your business and getting new customers?

Word of mouth is the number one way of creating awareness. Our customers refer us to others. Friends have also helped immensely. We are yet to make SocMeds (social media) our final frontier when it comes to awareness.

What have been your biggest challenge so far?

Our location. Ablekuma is far off from the center of Accra where the thick of commerce happens. This has been most challenging because clients find it quite distressing when coming all the way to Ablekuma for their productions.

We are seeking opportunities in the neighboring environs. We believe opportunities can be found anywhere if we look hard enough.

Our biggest challenge is with copyright & monetization, because here in Ghana there is no working royalty system which ensures that musicians get paid after they put their music into the public domain. I think this is something the government should take a critical look at, since music is a multi billion dollar industry if monetized properly.
My prices in music productions vary, however for a full mastered production (instrumentation, recording, mixing and mastering) I charge from GHC3000 to GHC5000. These prices are considered because of copyright and ownership of songs. One thing is certain though, with NLMGNM, you will get quality and deep satisfaction.

How do you distinguish yourself from other competitors?

Our vision. Our vision is to be the biggest media production house in sub-saharan Africa that provides top-notch works to meet our clients deepest satisfaction.

Setting up TH_RSDNCE made me understand one thing. Clients will always come to you when they feel at home and comfortable in your workspace. Our work space is homely, even though we are running a business. Our distinguishing factor is our customer treatment even and our impeccable attention to detail. Welcome to TH_RSDNCE, welcome home!

Urban Dollz Xposed

What is the best advise you have received recently?

Once a friend, who is also a business developer asked what my dream is, and I told him about TH_RSDNCE. And this is what he said to me. “You will fail. But as much as giving up is easy, always know that keeping the dream alive will ultimately be the easiest thing when fully realized. Keep pushing!”

What advice would you give to other entrepreneurs?

The dream is real. If it wasn’t it wouldn’t be a dream. Keep up the vision. Live the vision and be the vision. Know within yourself that you have all that it takes to make your dream a reality. Read Books. Be Inspired always. Set Goals. Dream BIG and work hard!

What are your favorite business tools/resources and why?

I often visit business blogs and YouTube channels such as Valuetainment (http://bit.ly/2sYvYlU) and TEDx Talks (http://bit.ly/1pXMgFF). These are resourceful because they bring about insight into what is necessary for a growing business and also what entrepreneurs do to make it in the in business world.

I don’t try to go about looking for so much because too much information will cloud and confuse your thinking patterns.

What is a good article or book you have read recently?

I have read a lot of books. However I shall recommend The Art of War by Sun Tzu, How to Win Friends and Influence People by Dale Carnegie, Think and Grow Rich by Napoleon Hill, Rich Dad and Poor Dad by Robert Kiyosaki, and The Master Key System by Charles F. Haanel.

What are you currently learning about for your business or looking for help with?

Understanding partnerships and how to make it work for TH_RSDNCE. Partnerships, with the little that I know broadens your scope towards bigger opportunities. I just might even partner with Urban Dollz.

Urban Dollz Xposed

What are your goals for the next few months and how are you striving to achieve them?

On the broader perspective, TH_RSDNCE looks to have branches in Nigeria, South Africa, Kenya, Namibia and Zambia. As I said in the last question, I am still understanding the parameters involved in partnerships.

This we shall update in the future. However we look to connect to our audience through Facebook, Twitter and Instagram.

Profile photo of Eva Maria

I am geek, who is in love with music but enjoys the thrill of being an entrepreneur

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