A few weeks ago, Open Mic Productions in collaboration with Calabash Music confirmed in a press release, the signing of former Steven’s Music Entertainment singer Jennifer Ewube.
Ewube who has been labeled by many music lovers over the years as Cameroon’s “Dancehall Queen”, moved from Best Music to Omega Records in 2016, a move that would end prematurely for Omega Records when the then powerhouse Steven’s Music Entertainment came knocking at Ewube’s door in 2019.
What did you expect Ewube to do? The dance hall singer took her shot, packed her bags and moved on to Steven’s Music.
Just three years later, Ewube had to move elsewhere to seek greener pastures. This time, the singer turned her attention to South African powerhouse Record Label- Open Mic Productions, a move that has sparked social media controversy and uncut opinions by those who follow the artist’s career As expected, the tap of opinons is still flowing.
Perhaps it’s not enough to jubilate that Andre Onana moved to Inter Milan. It is satisfying to know that even if he wouldn’t be first choice, at least he’d get regular playing time. Well, we can worry less about Onana as he’s turned out to be first choice and deservingly so.
Now, let’s turn our attention back to the focus of our article – Ewube. As a music lover, I took out time to listen to the singer’s entire discography today. I should say that she has been amazing musically over the years and I can’t still figure out what went wrong that she hasn’t been able to hit the desirable heights despite all the talent and energy invested.
While her move to Steven’s Music could be considered as unsuccessful, we however cannot overlook the work and money the label put on her. We cannot say if in the end, it was good business for the label but it seemingly hasn’t been for the artist.
It can be concluded that just the move to sign her to their label in 2019, only meant that the Steven’s Music team believed in her and had plans to navigate the future with her, possibly the reason why they didn’t stick only to the dancehall vibe. They tried all the genres she was comfortable with but it didn’t still seem to pay off afterall.
In three years under Steven’s Music, she delivered some beautiful songs but she didn’t hit the International stage many had expected and her career hasn’t been explosive even within Cameroon, her home country.
NOW, WHAT MUST OPEN MIC PRODUCTION FIX?
Open Mic is one of the most influential and succesful independent African record labels in recent times. They hold the record for one of the highest selling songs in Africa like “Jerusalem” by Master KG ft Nomcebo. For the label to convince Ewube to put pen to paper, it means that they trust the artist’s talent and beyond that, they have indirectly communicated their expansion plans to other African countries with Cameroon being one of their first.
I have to be honest that when the news about Ewube’s deal broke, I was excited about it but also, I must say that the excitement died a few minutes later because I was again worried about how much focus would be on her, given the number of artists in Open Mic.
One of the problems Ewube faced under her previous label was that she was not the main artist and therefore had to wait for her time. It’s clear that the artist who brings in more money to the label will be given more attention and she definitely wasn’t the one; Daphne Njie was.
It’s also obvious that an artist like her needs a label that can focus more energy, resources and attention on her. How the label is planning to fix this issue is what other music lovers and I are looking forward to. As it stands, our consolation can be that she will hopefully have some international collabos and will do what she’s known for, because it’s clear that Open Mic will focus on her dancehall vibe.
High profile collaborations are also going to be of utmost importance. Over the years, her biggest collaborations have been “Stay” with Locko and “Comme a”Ca featuring Magasco. With Calabash Music in the picture, there is the possibility to get her on a song with a Patoranking, Timaya and any big African dancehall name you can imagine.
Her first song under Open Mic Production is titled “BIG” and it’s clear that she is heading back to the streets. The energy we saw six years ago with her song “Pop It” is about to be recreated.
In conclusion, Open Mic must do what Ewube’s former labels failed to do, which is making Ewube priority. She is a musical jewel and must be treated as such. She can repay bountifully if they give her the opportunity and put her on the big stage. Talent and energy are guaranteed.
