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Correction in Continuity: Stop Sweating for Perfection

You know that mixed feeling you have when you think you are not on track, or what you are doing seems not to resonate with anyone…or simply don’t think you are doing the right thing.

That feeling of loneliness, confusion or even regret, that what you are doing has no meaning or bearing to where you desire to be. Have you had that feeling before? Are you currently having that feeling? I have been there!

So, how do you get yourself out of that feeling and pump yourself up to a whole new level, where you don’t sweat the small stuff.

Here’s an illustration from a short story of our makeup artist and my bride;

We all lodged in the same hotel. Our makeup artist arrived on Friday night and we booked a room for her close to my bride. Mine was few rooms away.

I woke up at about 6am or thereabout on Saturday morning, only to discover that they (our makeup artist, my bride and her bridesmaids) have been awake since 4am working on their makeup for the wedding.

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Although I was not allowed into her room (you know the, “you’re not allowed to see the bride” drama), a peep into her room showed that a lot of work was going on there…the whole room was in a makeup chaos, with different tools scattered here and there. The pictures from the room confirmed what I saw.

While, back in my room, it was so scanty and quiet as a graveyard (funny right?), as I and my best man dressed ‘jejely’ as we got ready to head to the church.

If you only knew the work every makeup artist puts in to the make up of a bride for her big day.

She tries different makeup colours, patterns, layers upon layers, she cleans it off, tries another colour, a different pattern, adds another layer, on and on, until she gets the ‘suitable’ (not the perfect) makeup for the bride.

Why didn’t I use the word ‘perfect’?

Because, if you ask any makeup artist, they will tell you there is always an improvement in every job. If they would work on the same lady’s face again, they probably would do something different and even do a better makeup than the previous one.

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Striving for perfection would mean, taking the whole Saturday for makeup alone.

Now imagine you are that makeup artist, as you build your personal or business brand…

You are in a process.

You sometimes would be in a mess. Finding the ‘perfect’ message, services, or audience can be chaotic.

You are painting your brand, adding different layers to the brand, changing patterns and concepts upon concepts.

Making corrections where necessary.

At every phase your objective should be to deliver a brand that is suitable (not perfect) per time to your audience or client and then make improvements as you go.

Waiting until it is perfect before you set out…could mean waiting till the next man shows up and takes your space.

When I look back at my work in 2011 and now, I see a big difference, I see improvement, I see correction in continuity, I see a story of progress, not perfection. I see a journey.

For example, I never used to write like this before, in fact, I disliked English language as a subject in high school, composition was a nightmare. But the story is different now.

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Now here’s something to take home.

The vision you have for your brand is for an appointed time, while you work to see it come to fruition, keep on doing what you do, keep working it, add layers upon layers, change patterns or methodology if you have to, tweak your approach…

At the beginning of an end, it will begin to make sense, clarity will come in continuity.

What’s your own story of correction in continuity?


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Emeka Nwarulor is a personal brand strategist, brand consultant, speaker and author. He works with individuals and organizations to build an exceptional personal and business brand, both online and offline. He is the Author, of the book, “Stand Out or Get Lost: A practical guide to establishing a strong personal brand.” He is the Convener of Nigerpreneur Youth Conference for aspiring and existing entrepreneurs and the host of Personal Branding Masterclass for authors, speakers, professionals and creative entrepreneurs.

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Ghanaian Twin Brothers Launch 0207 Def Jam Label to Champion British Music Culture

Universal Music UK has today announced the launch of 0207 Def Jam, a new frontline label and the UK home of the iconic Def Jam Recordings label, with a stellar cast of execs including the appointment of highly respected industry executives and Ghanaian London-born twin brothers, Alec and Alex Boateng as co-Presidents.

0207 Def Jam, which takes the first part of its name and inspiration from a telephone code in London as a nod to the music, culture and art the UK is famed for, is partnering with the legendary Def Jam label which has shaped and propelled cutting-edge hip hop culture around the world for over 35 years.

Alongside his brother, Alex takes the helm after 10 years at Universal Music UK, most recently as president of Island Records’ first Urban Division which has played an instrumental role in shaping the current and sustained trajectory of UK Black music. After taking the role in 2018 he oversaw UK campaigns for Drake, Tiwa Savage, Buju Banton, Nav, Giggs, Unknown T, Ray BLK, M Huncho, Tekno and Miraa May whilst also spearheading the campaigns for George The Poet’s debut book release, British film, The Intent 2 and UK based clothing brand/label Lizzy. Alex is a member of Universal Music’s Task Force for Meaningful Change, which was created as a driving force for inclusion and social justice. He joined Universal Music in 2010 in a digital role at Island Records before going on to hold positions in marketing and A&R, a period which included campaign launches for Tinchy Stryder, Drake, The Weeknd, Nicki Minaj as well as A&R for artists including JP Cooper, Sean Paul, Jessie J, Dizzee Rascal, Donae’o and Big Shaq.  He started his music career balancing a marketing degree with DJing, multiple shifts at radio and running his own marketing and promotions company with his then BBC 1Xtra colleague G Money, moving on to consulting roles with Atlantic Records, Polydor and AATW. 

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Alec joins 0207 Def Jam after seven years at Warner Music, most recently as co-head of A&R at Atlantic, where he collected a clutch of industry awards and played a pivotal role in the commercial and cultural success of acts who have defined their era, including the emergence through to her chart-topping dominance of Jess Glynne, the revolutionary rise of Stormzy, Burna Boy’s rapid ascent to global superstar as well as the likes of WSTRN, Rita Ora, Kojo Funds, Stalk Ashley, Preditah and many more. A seasoned broadcaster, he also spent over a decade at BBC 1Xtra where he hosted the breakfast show for several years and a series of other specialist shows with a focus on breaking new British music. Alec remembers a passionate deep-rooted love of music as a child, evolving into DJing and leading the award-winning UK mixtape team Split Mics before halting university after he was headhunted to cut his teeth in A&R. First, he worked with Ministry of Sound and then began operating his own co-owned music company alongside the late industry lawyer Richard Antwi. Together, they oversaw a plethora of success with Wretch 32 and worked with artists such as Popcaan and Gyptian amongst many others.

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Alex’s former Island colleague Amy Tettey will be joining the team as managing director after 11 years, the past four as finance director, at the Universal Music label where she worked across the entire roster of Island artists including everyone from Amy Winehouse to Drake and Dizzee Rascal to Giggs. Alongside Amy, Jacqueline Eyewe and Char Grant join as marketing director and A&R director respectively. Jacqueline – previously senior marketing manager at Atlantic where she spearheaded the marketing of Black music – has been deeply rooted in contemporary Black music and culture for the last decade. She joined Atlantic in 2015 where she has worked with artists including Stormzy, Burna Boy, Lizzo, WSTRN, Kehlani and Cardi B. Char, whose 10-year career has been immersed in artist development and management as well as songwriting, joins from BMG Music Publishing where she has published the likes of Giggs, Ghetts and producers P2J, TSB and AOD.

Alec and Alex report to Universal Music UK Chairman & CEO David Joseph. He says, “Bringing the Boateng brothers together at 0207 Def Jam is an important moment in British culture. Alec and Alex have always done things their own way with success always quick to follow. They have already assembled an exceptionally talented top team with a clear vision for this exciting new chapter in the history of one of the world’s most famous labels”.

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Jeff Harleston, interim Chairman & CEO, Def Jam Recordings said, “It is a perfect fit having Alex and Alec at the helm of 0207 Def Jam. Their creativity, artist relationships, and connection with culture are all key elements that have made Def Jam such an important label for over 35 years. I have no doubt that Alex, Alec and their team will only make the label and the brand even stronger.”

Alec Boateng, co-President of 0207 Def Jam says, “Music, art and artists really, really matter. I’m super excited to play a leadership role in this brilliant new space we’re creating for amazing music and talent to live and evolve. A space which will support both our teams and our artists to be the best version of themselves.”

Alex Boateng, co-President of 0207 Def Jam says, “Especially in these times, this is a real privilege. I’m proud our collective journey now includes partnering a legendary label with a style that only London and the UK can provide. Looking forward to watching and guiding where the music and art takes the journey next.”

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