Recently, Kennis Music singer, Joe EL Amadi held a release party of his debut album, ‘Timeless’ at the Reloaded, Festac, Lagos. In this interview with ORUKPE NELSON, he talked about why it took him five years to release an album and effect of being compared with Tuface.

How would you describe your sojourn in showbiz?

If music has not been paying my bills or putting smile on my face, I would probably have been thinking of something else right now. Considering the passion I have for music, I am glad I am getting something from it. I used to tell people that music is a living thing. You have to be very certain of what you want from music before you get something from it.

Are you satisfied with the ovation since releasing your debut album?

It has been massive. The initial plan was to release videos and singles like other artistes to actually create awareness. But I am surprised that after eight months without a video and just a single, people were still anticipating my album. I even thought someone was somewhere praying for me and God answered.

The love is too much and I appreciate everyone who believes in my talent. It is not easy because I am not doing anything extraordinary to sell my brand. The turnout for the album launch was massive too. I expected to see a place filled with crowd but it turned out to be like a carnival.

Why was the album delayed?

It was on purpose because the era of dropping a single or two before you eventually release an album has passed. Now, it is all about social media and that has affected the commercial values of album. We all know that people can actually download songs on the internet now and since they download songs for free; it makes no sense to get an album in the market again.

So, we now decided to say that instead of rushing to release an album, we should take our time and make sure we increase our fan base. I am glad that my manager just called me that the first set of CDs we released has been sold and we just requested for the third set. That is what I want to hear.

Is there anything particular about the album’s title ‘Timeless’?

If I tell you my story you would agree that I am a conqueror. There’ve been many times people thought I won’t come out of a situation and I did. The El in my name, Joe EL, stands for “Everlasting.” I gave myself that name because everything about me has been evergreen. There could be delays but I smile at the end of the tunnel. When we were looking for names to give the album, Mr. Kenny Ogungbe was just staring at us. He said, “Joe EL, have you forgotten your story? From the whole story you’ve shared with me, I have decided to name the album “Timeless.”

You once said you left home because your father didn’t support your music…

That was true. I left home when I was 17 years old but returned later. I then finally left when I was 22 years old. When I said I left home, it doesn’t mean I did that without my parents’ consent. It is necessary for me to clarify that so as not to mislead the younger ones. I made them to know that I love them, but I was leaving to chase my dream.

The support is now massive, though my mother has always been supportive from day one. My father had issue with me playing music and I understood. Being the only son, they wanted certain things for me. I have two sisters. I give thanks to God that I didn’t cause him shame. I am glad that he tells people I am his son and he is now proud of what I do.

Don’t you think having 19 tracks on an album is unnecessary?

When I wanted to do 19 tracks, somebody said I should look at P-Square (Paul and Peter) who don’t do more than 10 tracks or so. I asked him was my name P-Square or Wizkid? I am Joe EL and P-Square are stars today because they do their things in a unique way. We also know Tuface for his unique legendary movement, so Joe EL is Joe EL. I have decided to come out with 19 tracks for myself and my fans. I thank God today that it has not stopped people from buying the album.

Do you have any favourite track?

I like all, but my best right now is track six, Blown Away, featuring B Howard. It is one of the songs I listened to on the album and I hear a different Joe EL. I listen to that song like a fan, not like an artiste who sang it.

Has there been any time you were under pressure to deliver?

There are times one goes to the studio and the inspiration refuses to come because of one or two things you are going through in the family or otherwise. A record label cannot understand you are battling such situation. I might be unhappy today and Baba Keke is in a cheerful mood, so we are having different experiences. I tried to put myself in the right mood to work.

The album is finally out, what next?

We are not too in a hurry to forget the album because it is doing well in the market. I have not even started my own strategies on how and where I want the album to be distributed in Nigeria and worldwide. I am still working on that and for 2015, I would be shooting more videos on the album. I told my manager that artistes these days believe that you don’t release an album for commercial gains, but I am trying to change that mindset.

Kennis Music used to be everywhere, but it seems it has been relegated to the background in Nigerian showbiz. Why does it appear so?

You are right to say activities have reduced in the label, but that is not it actually. Tuface and P-Square used to be everywhere if that is the case. You can only make a hit once, then you sustain it and that is what artistes like Tuface, P-Square and others are doing. You have to pave the way for others. No matter how sweet a food is, it is only fresh when it is newly prepared. Kennis Music has promoted superstars, so they are sustaining it. The label won’t be producing someone like me if you think they are not relevant anymore.

There’ve been talks about your sheer similarities and resemblance with Tuface. Do you call that a blessing?

It is a blessing in disguise because whether people like it or not, it is a selling point for me. I don’t blame people who confront me and say I am trying to imitate Tuface because it is obviously the truth. When you see me, you see someone who looks like Tuface and when you hear my songs, it reminds you of Tuface. So, there is nothing they see other than I am behaving like Tuface. I just hope God bless me because He has created me this way and bless people who talk good or bad about me.

What kept you moving during rainy days?

I have always believed in myself. It got to a point that after God and my mother, I was the only one who believed in myself. My father didn’t believe. Those days, I would go to Aminu Kano International Airport to sell ‘pure water’ and see people driving expensive cars. I said to myself then that one day, I would be like this.

I have friends that I left in Kano who had fallen from grace to grass, but I didn’t give up on my dreams. I looked at people then and said to myself that they didn’t have two heads, though it is all about destiny. There is just that particular guardian angel that will always stand as an encouragement and positive force to drive one towards success.

It seems your sense of fashion is simplicity?

My philosophy about style is that I would rather impress with simplicity than disappoint you with glamour. I would rather go to a professional and say I don’t know how to combine colours than doing it myself. I like black much because I believe you cannot go wrong with black. I just like to keep it simple and if I want to go high, I talk to professionals to keep me in shape.