Not only has Tchap0 created a genre niche for himself which he has branded Afrolife; he takes the innovation up a notch in a unique style of distributing his own music.
The last decade welcomed massive shifts in the global music industry, as technology opened new pathways to quicken the creation, distribution and monetization of content. Streaming took flight, gradually making innovations like the iPod and compact discs obsolete. As we sojourn into a new era heralded by a pandemic, with major themes of decentralized finance, artificial intelligence, IOT, NFTs and the great Web 3.0 transition, Individuals like Tochukwu ‘TCH’ Ezeji are positioned as the early trailblazers seeking to create rare opportunities by integrating these tech-driven solutions into the entertainment sector.
Tochukwu Ezeji, also known as Tchap0, is a singer, IT entrepreneur and blockchain enthusiast who has now woven his skills to produce more value for his music. Rising to the industry’s radar in 2019 with his debut EP Paradox, Tchap0 has gone on to sustain a thriving community of fans with the consistent release of music, videos and performances. He will also be remembered in Nigerian music history as the pioneer of a highlife sub-genre now known as Afrolife.
With 4 EPs under his belt, Tchap0 has exhaustively followed the industry norms for rollouts, distribution and promotion, as well as other bespoke strategies. In 2019 he hosted occasional parties that helped him connect to his listeners on a personal level. For his first genre-titled debut album Afrolife Vol 1, Tchap0 has chosen to follow a forward-thinking strategy that marries his music to his IT endeavours.
Afrolife Vol 1 is exclusively distributed through Tchap0’s website www.tchap0.com. While this may raise questions of its absence on major platforms like Spotify and Apple Music and how it might affect his numbers, Tochukwu considers it a crucial step in the first phase of the album’s rollout. By hosting his album on his website, he is able to control and use data to understand the consumption behavior of his listeners and how they interact with his music. To buy the album, the website offers price options that suit various budgets, with its most unique feature being the ability to pay in cryptocurrency.
This way, Tchap0 is able to keep 100% of his streaming and download revenue, thereby boycotting the revenue splits that would normally occur amongst digital service providers and their corresponding aggregators, leaving the owners of the IP with meagre returns.
Things are changing and moving fast. It’s a digital world and what good is it, if we don’t utilize the full benefits it offers. I have always wanted to sell my music differently and reach more audience. It’s been difficult with major streaming platforms for me as an independent artiste. I’m glad the digital space is evolving and with the growth of blockchain technology, more power and control would be shifted to the creators. We can control our art, understand our supporters and create the best art for them. For this, I’m riding this disruptive wave.
Tchap0’s Afrolife album is also listed as a Music NFT and in collaboration with partnering brand Boat Island Ltd, Tchap0 is committed to exploring various means to maximizing the album’s blockchain potential as well as its direct and indirect assets.
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