Trailblazers and Leaders: Ayo Adepoju
Ayo Adepoju | Founder and Director | We Plug Good Music
How did you get into comms?
My academic background is in business and finance so I never thought I'd be working in comms. During my masters in international finance, I started a music blog because I always had a passion for music, media and writing. The blog really just took on a life of its own, and after my masters, while I was looking for a job in investment banking, the blog went from strength to strength, we started putting on live music gigs and also had an online radio program, I also did some work for MTV and Guardian Music as well.
It got to a point where the artists we were supporting across our blog, live concerts or radio shows start to ask me if I could help them get their music on other blogs as well, so I did that for a few artists for free for up to 6 months, and I did it well for these artists and that's how I first got into music PR and comms, and at the same time, I was still trying to get a job in investment banking but it wasn't happening. So at the start of 2012, I prayed to God and told him I was going to start doing music PR full time and asked Him that if this was in His will, He should make it good, and we're eight years in, and He has made it good and continues to make it good!
What does an average day look like?
In terms of work, my average day is filled with communication with relevant editors and journalists across music and culture media spaces, trying to secure some kind of coverage in their publications/platforms for the different artists we represent, whether that's partnering on exclusives or premieres, or pitching for interviews, artist profiles, live sessions, or securing news stories for announcements or releases, or suggesting feature ideas, or just keeping them up to date with what we're working on that could be relevant to them and their readers, so basically loads of conversations happening.
What advice would you give your 21 year old self?
This is an interesting one but I'll stick to work advice. I would suggest to my 21 year old self that despite what you've been told, working in banking and finance is not the only way to provide for yourself and your family, so perhaps don't pursue that masters degree in international finance, and instead pursue your passion for music, media and writing because there is indeed a viable career path there that will provide for you and your family. Think about pursuing your passion and what you love instead of a career that you believe will make you money, it works out in the end.
What is the one thing you wish you’d known when you started working?
The best product or service will always win ONLY if people know about it so don't hesitate to shout about what you're doing well.
Nobody cares, work harder!
What’s your greatest achievement to date?
Running this business that God has put in my hand for 8 years and counting now. Being able to do what I love and have a passion for, make a living out of it and provide for my family, and being able to help the best new artists get their music heard.
Is there a particular comms campaign that you’ve seen in your career that you didn’t work on but wish you had?
I thought Wired PR's campaign for Jorja Smith in 2016 (around her first two singles and her 'Project 11' EP) was really strong across the board and all year round as well - one of the best artist introductions I've seen. Generally speaking, Rachel and Joss at Wired do excellent work, their campaign for Stormzy's first album 'Gang Signs & Prayer' is also on my list of favourite campaigns.
What’s the key skill you think a successful business owner requires?
Good leadership, humility and the ability to delegate
Find out more
wpgmpr.com | @wepluggoodmusic