Azeez Olanrewaju Adenekan, popularly known as Lanre Typical, has built an enviable career as a Nigerian entertainment executive / promoter in Dubai, United Arab Emirates.
For more than seven years, he has celebrated the best talent and outstanding individuals in the entertainment industry in Nigeria / Africa, bringing them from Africa monthly for nightlife experiences to Africans in Dubai and the entire Gulf region.
In a recent interview, he talks about his life as a concert promoter and the pain of selling Nigerian music to Dubai audiences, adding that when he arrived in the Gulf State, Nigerian music was not so popular until his little girl contribution started. to generate dividends.
“I came to Dubai for a vacation and decided to live here after seeing so many opportunities. Nigerian entertainment was not so strong when I arrived in Dubai about 7 years ago. I visited the first club where Nigerians go and the music was not good, so I met with the manager and gave him some advice on how to make it better. I was called by club management that same week for a meeting. After following my advice that worked for them, they told me that they would like to work with me and I accepted it and that's how it started. They were paying me weekly for advertising and promotions, which was a good salary and I felt there was more to gain than to lose, so I decided to stay behind, ”he recalled.
“As we all know, Afrobeats is one of the biggest genres in the world today. It is loved by everyone and now widely accepted. All clubs like that here. Every club has or wants an Afrobeat night that they have not been proud of for a few years, Afrobeats has taken over all the clubs in Dubai, ”he added.
Speaking about his experience so far and the popularity of Nigerian stars, he said: “It has been a great experience so far to meet different people with different personalities. Altogether, it was incredible and in relation to their future on the international stage, Nigerian artists of the Afrobeats genre are here to stay, as the future of their music is promising in the international market. "
Recalling how it all started for him, he said: "It's a long story. I was a music artist in my university days. About 16 years ago, I stopped singing after opening my entertainment blog Typicalnaija.ng, which it was the result of the influence of what I studied Computer Science at Lagos State University. My blog was busy and I was using the platform to promote artists. After moving to Dubai, I started promoting Nigerian entertainment in clubs and started bringing artists from Africa to the United Arab Emirates for presentations. ”
Lanre Typical is an award-winning Nigerian entertainment executive / promoter. He is also the CEO of TypicalNaija.ng, a blog known for fashion and music distribution.
In 2019 alone, Lanre Typical brought more than 30 Nigerian artists to Dubai and the list includes artists such as Zlatan, 9ice, Peruzzi, Harrysong, Slims, Reminisce, Qdot and many others.
And his exploits did not go unnoticed, as many awards came his way. In 2019 alone, he won the Promoter of the Year award in Scream All The Way, as well as the MAYA Awards for the Promoter of the Year award in Africa.
He has a degree in computer science from the State University of Lagos (LASU). He was named Azeez Olanrewaju Adenekan by his parents at birth, but decided to choose Lanre Typical as his stage name