Intervjun är skriven på engelska för att alla våra läsare i Skandinavien ska kunna ta del av den – The interview is writen in english to reach all of our readers in Scandinavia.
In 2016 Africanent.se met Dominic Emene at Timaya’s press gathering before his show. Dominic Emene is a name related to the biggest Afro beats artists appearances in Scandinavia.
That day the discreet man with a serious look came out to greet us, seducing a whole crowd of people with his calm presence, he gave the audience another successful show. Dominic Emene is from Nigeria, he came to Sweden in 1992. With a family in show business back in Nigeria, there is no coincidence he has become an ambassador of Afro beat artists coming to perform in Europe. We have an exclusive interview with the man behind the nightlife of the so called “African Parties” in Scandinavia. Making African entertainment available for all, Dominic Emene opens up about his story as a promotor in Sweden.
– 1994 I started the first R&B club called “Harlem Nites” at Fasching in Stockholm…I did it for a year, bringing hip-hop and R&B artists like Snopp Dogg, KC & Jojo, Redman. I was also working with Swedish record label company’s promoting American artists like Mary J Blidge.
The most memorable show was the Redman concert, it was very successful but at the same time I lost a lot of money bringing these artists, eventually I had to take a time out and start over. I did everything out of my own pocket. During a year I kept a low profile and worked with my own delivery company.
How did you come up with the concept Afrodance Sweden?
– One day the president of the Nigerian union in Sweden, asked me to organize their first Independence Day celebration party, I think it was back in 2012. I always saw myself working with social events, but not like that. Anyway, I accepted and it was a very successful night! People came out, not only from the Nigerian community, but also from other african countries and there was also Swedish people who came out to party. I invited an Afro beat DJ, the crowd enjoyed it! They party to Afro beats music for the first time. I said to myself, there is something here! A crowd of my generation, who wants to go out and have fun and listen to the Afro beat music.
People from the African community like myself, with a family and children still want to go out and have fun once and a wile. But they want to be in a place were they are recognized and respected, meet people on the same level. They want to be in a comfortable environment were they can have a drink table, dress up, listen to good music and be treated with respect. The only options the Swedish nightlife offers today is reggae clubs or clubs for younger people.
Foto: Dominic Emene och J.Martins
I understood that there is something missing for this target. People always talk about going to the UK to party and have fun, being some place else to have fun. So why not start to have fun here, why not start something for that same crowd, give them the same fun they have when they go abroad.
I still organized the Nigerian Union Independence party’s for a few years but later on my focus was on doing my own thing and that was the beginning of Afrodance Sweden.
What makes a great promoter and event planner?
– Quality, quality is my main focus, I put money and energy on my events. When I started out I wanted to give the crowd something special so I always made sure there was at least one of the best Afro Beat DJ’s in Europe at my parties. They cost money, obviously, because you have to fly them over, cover all expenses and I have lost a lot of money doing that. But I don’t want to compromise with the quality of what I am presenting to my audience.
High standards is important for a good party.
What is the best thing about your job?
– Making people happy, make them party to good music, the best feeling is when people are calling me and letting me know they had a good night! I use to go out, to Café Opera, Sture Companiet, Spy Bar, but that’s not were I have fun, being with my community and giving them an unforgettable night is the best part of the job!
What makes a great party night?
As a matter of fact I don’t go out like that anymore but if I do, I go by and support other “African parties” and events. But mostly I am at home, relaxing…
You have brought Afro Beat artists like Timaya, Jay Martins, D’Banj, KCEE to Sweden, how do you prepare for these shows?
My first Afro beat act was Duncan Mighty…Today I work on European a tour with the Afro beat artist J.Martins, we make it possible for these artists to tour all over Europe. It takes a lot of organisation, bookings, transportation and logistics, I collaborate with other promoters. I have a contact in different places like Oslo, Rome, each and everyone are responsible for their area. We help each other out, it’s easier that way.
It’s a lot of work, after this tour I need to chill out and take a break!
What are the biggest challenges organizing these events in Sweden?
– Bringing an Afro Beats artists especially from Nigeria is very expensive, the Nigerian government is not doing so much to help promoting these artists. So I am the ambassador of Afro Beat artists, I put my own effort and money into it. In Scandinavia we don’t have the same crowd like London or Holland for example, it’s a smaller crowd so the expenses gets higher. This is a beginning, more sponsors would be good for the support.
Also some people in our community, are playing with the fact that they know you and want to attend these party’s for free. That doesn’t help the progress, that doesn’t cover the expenses that we have to put out. There is also the venue issue, the only location that are available for events related to the african community are often location far away from the central of Stockholm, we often have to compromise with venues that doesn’t have the standards we want.
But with a growing audience, people attitudes changing, accepting to pay the real price for a concert, we make things grow, we can work for a higher standard and better venues.
The goal is to have my own club!
The Afro Beat scene has taken Sweden by storm, what are your top 3 songs?
1.Phyno, Fada Fada
– I love that traditional sound!
2.Wizkid, Ojuelegba
– I am a fan of old-school R’n’B, the sound reminds me of it, it’s the kind of music you can listen to and still get’s to you even if you are not dancing.
3.Tekno, Pana
– Gives me that same feeling as number 2!
What can we look forward to in the near future?
Dominic’s Birthday Bash alongside J. Martins 10 year anniversary as an artist, the 29th April Stockholm Sweden. Introducing the most wanted Female Deejay worldwide, Dj Brooke Bailey alongside 9 International DJ’s acts + Europe based support acts.
Music sensation Davido, biggest Afro beat export in the world is coming to Stockholm on the 30th of June.
/Africanent.se
