Lynxxx, Pepsi’s sole African ambassador
Lynxxx came on board with a fresh sound that got many wondering who the ‘clean’ dude was. Not surprisingly, the US-educated-returnee has been understudying Nigerian music for over a decade.
With a name that springs from his series of business ventures, Lynxxx speaks with Lolade SOWOOLU on his Pepsi endorsement and reveals that his privileged background has little to do with his success today.
Tell us a bit about who you are and where you’re coming from?
My full name is Chukie Edizien. I come from Asaba, Delta state. I grew up in Lagos. I was born here (in Lagos) to a family of five sisters. I’m the last. I had my primary schooling in Corona, secondary school in Kings college and was abroad for most of 2000s.
I have a B.A. in Business Economics and Marketing from the University of Hull, U.K. I’ve always done my thing while the girls did theirs. I was closer to my cousin, so he’s like my elder brother. Growing up was fun .
How did you come to be known as Lynxxx ?
I’ve always been an entrepreneur right back from secondary school. I’d sell ring tones and charge people to put games on their phones. I was Mr I-can-get-you what-you-want, I-can-get-it-for-cheap; I had the links to everything and every one. In the University, I first used to retail polo shirts. Then I trained myself to be a designer so I’d make flyers, brochures and then websites. I’ve always been a hustler. I’m Lynxxx and I’m International.
Is it because of your entrepreneurial disposition that you decided to study Business and marketing?
Yes. I felt those are the two key things you need to know as an entrepreneur. The business side of things (economics) and the marketing.
Sounds like you had it all mapped out?
Well I did.
You were pretty comfortable as a kid, why did you have to sell stuffs?
I think it was the ‘only boy’ syndrome that I had. I d never been the type to ask. If you interview my father right now, he’ll tell you same. I believe in getting things myself. I’ve always been self-reliant. Some people think an only boy must be spoilt but I don’t have anything to prove to anyone. I’m who I am. If you go to Lagos Island and ask for Chukie, they’ll tell you how I roll.
So where did music come into the picture ?
Music has always been there, from primary through secondary school. My present manager used to rap then and he was friends with my older sister.
That made me want to learn how. I’ve been writing music for about ten years now. I just waited for the right time which is now. In 20032004, we – Ikon and I, formed sydik8 Records. We recorded two mix tapes and later made a compilation of both and sold it at the Silverbird Galleria in 2006. Ikon was producer. My first studio recording was at Even Ezra studio in V.I. I’ve have always wanted to do music but didn’t think the time was right till I came back to Nigeria in 2009 and that’s when I recorded ‘Change your Parade’.
Did it continue in the U.K.?
I didn’t do music at all in the U.K but every time I came back I would study the music industry. We produced a song for D’banj in 2005 called ‘No long thing’.We’ve been in the industry for that long just studying in the background. In 2008 we built the syndik8 record studio in Park view and that’s where nearly all the artistes in Nigeria record a large part of their productions. We run it as a business.
How did your parents react when you told them of your intentions to take music as a career?
I’m a shy person always in the studio or at home. I keep to myself but music helped me to express myself in ways I maybe wouldn’t have. My mum always knew I had something for music and it wasn’t a shocker to my father. I had shown a level of seriousness and foresight with what I had achieved in past years.
I’ve never worked 9-5 in my life. I had an education and a well -built studio running over two years. He (his father) simply asked if it (music) was what I wanted to do next and I said yes.
How easy was it breaking into the market?
Making good music is only about thirty per cent of what any artiste would need. I’ve spent a ridiculous amount of money promoting ‘Change your parade’ alone and it’s not even where I want yet. Music business is not a joke. It’s a full time job.
What were your goals really while studying at the University?
As an entrepreneur there were certain goals I was trying to achieve in life. One of which was a clothing line. I launched it in 2007 and till date I’ve sold thousands of shirts here in Nigeria. It’s called Syndik8 clothing. Owning a media company is something I’ve always wanted too.
That’s something I and Ikon did. It’s called Happy Teddy. Ikon and I are friends that share the same passion. Right now I’m facing the last of the dreams I want to achieve.
What does Utunu mean?
It’s my coined phrase but I’ve refused to tell every body it’s meaning. I’m about to release the dictionary for Lynxxx called the ‘Lynxxxtionary’. It’s going to be an application for a blackberry phone and it will answer all questions about Lynxxx. It will contain definition for all the terms I use including ‘utunu’
Was it deliberate during song writing to come up with a phrase that will set people asking questions?
It’s something that I’ve been saying for a while. My camp is a creative one. We play on words and we don’t care about what’s going on outside. I just decided to use it (Utunu) in that song and it stuck with every body. It wasn’t a calculated move or a strategy. But it worked .
How many singles did you have before the album release?
I had three official singles -‘Change your Parade’, ‘Good loving’ and ‘International’
Your two major songs have been about love and heartbreak. What are you trying to position yourself as in this industry?
Lynxxx
Image always has to match the product. I just make good music so people can be happy. That’s why my genre of music is called ‘Jollof music’. I have different genres of music on my album. I have Hip Hop, Soul ,R N B, Funk and then Jollof which is my Nigerian music.
My goal is not quite to be the ladies’ man but that’s what the public is giving me maybe because of my looks and the songs-‘Change your parade’ and ‘Alabukun ‘
How do you handle the ladies swooning around you?
I just stay focused on the music. I have a good management team that makes sure they get paid and that the artiste is doing what he’s suppose to be doing which is ultimately staying out of trouble by focusing on the goal.
I don’t pay attention to the attention. I appreciate it and it doesn’t go past that. I won’t let extra curricular activities get in the way of what I want.
That doesn’t mean you don’t have time for one special person…
Or two or three …
How did the Pepsi deal come in?
Pepsi came along just before I finished my album. They contacted my management in late October They gave me an endorsement deal and for me that’s a big confidence boost because I’d only put out three singles at that point in time. For a multinational company that’s endorsed artistes like Michael Jackson, Rihanna, Akon…to approach me for endorsement is huge.
They had been understudying me, watching my on time -line presence. What they loved the most was the unique image. Pepsi’s a polished company and they needed someone polished to represent them .
Is that what they ‘re buying into ?
They’re buying into the future. They’re buying into something different. It shows they did their thorough research .They ‘d never endorsed a Nigerian or African before apart from Akon and Akon got endorsed in the States (US).
So what’s the implication of this endorsement?
First, it’s history in the making. I’m proud to represent my country as a proud ambassador of Pepsi. Second, it’s a business opportunity ‘cos apart from being a new artiste I have a chance of bringing business to the table.
While a lot of people are still trying to understand the Lynxxx brand, Pepsi already believes in it. I don’t believe in over-saturation, or appearing at all shows and red carpets just to be seen. Rather I’ll let my brand speak for me in due time. Pepsi’s ready to work with me in terms of growth. I don’t want to disclose too much of what Pepsi’s trying to do.
As Pepsi brand ambassador, does this mean you don’t take alcohol any more ?
I do. Just that I don’t the opposite of Pepsi.
So how fat is this deal? It’s good enough.
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