The Magicsticks photoshoot is in full swing, with the presence of Magicsticks' manager, a team of talented photographers and videographers, and two members of the esteemed TurnTable editorial team. The shoot, along with a few reshoots, has spanned over an hour. Magicsticks, dressed in a striking blue leather shirt and pants, exudes a quiet confidence, embodying the "let your work do the talking" mantra that has made him the mastermind behind some of Nigeria's biggest club hits. During our conversation, Magicsticks revealed his struggle to differentiate between released songs and those still residing on his hard drive when enjoying music in public spaces.
In the past year, Magicsticks has experienced significant transformations. Singlehandedly producing, engineering, and mixing what could arguably be considered the greatest debut album in Nigerian music, he has emerged as the No. 1 Producer of the year, responsible for multiple chart-topping hits. However, there was a time when he remained relatively unknown, despite having the biggest song of 2020.
"Those times almost feel like a lifetime ago," Magicsticks reflects, expressing gratitude to DJ Neptune, Mr. Eazi, and Joeboy for their collaboration on the hit song "Nobody." He acknowledges the song's success as a result of talented artists finding their rhythm on the right beat, always giving credit to a higher power. Released in 2020, "Nobody" became the country's No. 1 song across all platforms, featuring a cameo appearance by Magicsticks himself and his now-famous producer tag, announcing his arrival as the "king of sounds and blues." Before that, Magicsticks also contributed to Kizz Daniel's 2018 album "No Bad Songs," producing the track "Time No Dey," marking the early stages of his prominence as a producer. Having been in the music production scene for over a decade, he reveals that the songs that dominated the charts and shaped the soundscape in 2022 were actually created by himself and Asake in early 2020.
"We made those songs years ago, and people are yet to hear most of our new stuff. I made 'Organise' and 'Omo Ope' way back in 2020, and they became big hits two years later. It's truly incredible," Magicsticks shares. The soundscape conversation has become one of the most prominent topics in Afrobeats, with debates revolving around who changed the sound and determined the beats per minute (BPM).
In 2022, few individuals had as much recognizable impact on the sound of Nigerian popular music as Magicsticks and Asake. The duo redefined the use of Amapiano in Afro-Pop, adding layers of complexity by seamlessly blending elements of orchestra, Fuji, rap, and more. As part of TurnTable Magazine volume 004, we had the opportunity to speak with Magicsticks about his recent successes, his journey as a producer, the replication of his sound, his chemistry with Asake, collaborations with other artists, and much more.
TTC: How long have you been involved in music, particularly in production? What inspired you to become a producer? Was there a specific moment that motivated this decision?
Magicsticks: Music has been a part of me since birth. I was told that my DJ father placed me in front of loudspeakers the first time he held me. As for production, I've been creating beats for about a decade now.
TTC: Does it please you when you see other producers and artists using the sound that you and Asake created/popularized with MMWTV?
Magicsticks: I think "pleased" might be an understatement. Witnessing the history of the Afrobeats sound being written in real-time, with music I created alongside my brother Asake, brings me great joy. All the attention our sound and work are receiving serves as motivation to push ourselves even further.
TTC: How frequently do other artists approach you to create music similar to what you made with Asake?
Magicsticks: More often than you might think, haha. However, we don't create similar music. I believe that every artist has a unique vision, and my role is to help them find it.
TTC: What inspires your production?
Magicsticks: My personal life, a delightful meal, the vastness of the sea, remarkable ideas from fellow artists, and sounds from eras gone by. It's a combination of factors like these.
TTC: In your opinion, is there any distinction between a producer and a beatmaker? If so, which label do you associate with yourself?
Magicsticks: To be completely honest, I'm not entirely sure. If there is a difference, it likely lies in the level of skill and dedication to creating the sound. The rest depends on what the artist is seeking. As for me, I consider myself a producer. I can't speak for the other category, laughs.
TTC: You had the biggest song of 2020 with "Nobody." Can you recall the process of creating that particular song?
Magicsticks: That almost feels like a lifetime ago. Shout out to DJ Neptune, Mr. Eazi, and Joeboy. I believe the song emerged from the collaboration of talented artists finding their unique spaces on the right beat. Ultimately, I give thanks to God for everything.
TTC: It's nearly impossible to find an artist-producer collaboration throughout an entire album where the producer also serves as the engineer and mixer. Could you provide us with a breakdown of how each process works and what distinctive elements you bring?
Magicsticks: Someone once told me that 'MMWTV' might have been my 'rent was due' moment, and I chuckled. I firmly believe that whatever my hands touch must be handled with utmost diligence. Diligence is the unique quality I bring to my catalog. Perhaps it was most evident in 'MMWTV,' but I am content with the outcome because Asake and I aimed for greatness and had a lot to prove. I must also give credit to Olamide Baddo, as without his platform and trust, there would be no Asake or a fully produced and engineered 'MMWTV' by Magicsticks.
TTC: Would you be interested in creating another Asake/Magicsticks album like MMWTV?
Magicsticks: Albums require a tremendous amount of effort. However, I believe we are up for the challenge.
TTC: Who are some of your biggest influences as a producer?
Magicsticks: My greatest influences are Dr. Dre, Kanye West, Timbaland, and 40. I consider them phenomenal producers, and their extensive catalogs serve as evidence of the work that still lies ahead of us in Afrobeats.
TTC: You have achieved more radio No. 1 hits than any other producer in Nigerian history. Were you aware of this? How does it feel to know that your sound is Nigeria's favorite?
Magicsticks: I had no idea, but I am thrilled because radio hits are no small feat. I am also grateful for those who diligently keep track of these achievements and recognize the triumphs of Nigerian producers.
TTC: What is your favorite song that you have created so far?
Magicsticks: There are numerous songs, and each record holds a special place in my heart, accompanied by its own unique story. It's genuinely challenging to select just one, to be honest.
TTC: Some producers have transitioned into becoming successful artists in their own right. Is this a path you envision for your career as well?
Magicsticks: I can't see myself on stage with a microphone at all. I believe there is still much more for me to accomplish as a producer. However, I also understand that while we make plans, God is the ultimate planner.