Few executives have demonstrated the blend of technical expertise, business acumen, and people-centered leadership that Abuchi Peter Ugwu brings to the table. As the CEO of Chocolate City Music since April 2021, Abuchi’s journey from a young studio enthusiast to heading one of West Africa’s premier record labels exemplifies dedication, adaptability, and strategic vision.
Abuchi Peter Ugwu’s love affair with music began in Jos, Nigeria, where he spent his formative years. At just 16 or 17, he found himself drawn to a local studio, where he met future stars Jesse Jagz and M.I Abaga. What started as a way to pass time soon evolved into a passionate career. His deep connection with music guided his path forward, with Bob Marley’s philosophy that when music hits you, you feel no pain resonating strongly with him.
As a self-described “studio rat,” Abuchi learned sound engineering through observation and practice. By 2008, he had honed his craft enough to work on significant projects, mixing and mastering hits like “Oleku,” “Nobody Test Me,” “Africa Rapper Number One,” and even Davido’s breakthrough single “Dami Duro.”
Abuchi’s career trajectory within Chocolate City Music demonstrates his versatility and commitment. After establishing himself as a talented sound engineer, he transitioned into artist management, becoming M.I Abaga’s manager. His role expanded further when he was appointed Head of Business Development in 2015. Working alongside M.I Abaga, who served as CEO from 2015 to 2019, Abuchi gained valuable insights into the operational aspects of running a music label. When M.I. departed, Abuchi temporarily left to establish Bean Creative Agency, a talent and digital marketing firm within the Chocolate City Group umbrella.
Interestingly, Abuchi’s appointment as CEO came after a bold conversation with co-founder Paul Okeugo where he expressed his desire to run the company, believing the founders were ready to step back. This assertiveness showcased his confidence in his ability to lead and revitalize the company.
Since taking the helm in April 2021, Abuchi has focused on creating an environment that nurtures creativity and innovation. He describes Chocolate City as a haven for creatives where the emphasis is on the creative process as much as the business side. He understands that the young generation gravitates towards value, highlighting his people-centric approach to management. He recognizes that working with artists differs fundamentally from other industries because artists have lives, people depending on them, and their own emotions and feelings.
His leadership philosophy aims to return Chocolate City to its roots as an exciting, dynamic workplace – a young company that everybody was happy to come to work for. He hopes to move away from rigidity toward a more flexible environment where creativity can flourish.
Under Abuchi’s leadership, Chocolate City has strengthened its position in the global music market. A significant milestone came in 2019 when the label partnered with Warner Music Group, a move that has helped expand the reach of African artists worldwide.
The label’s recent successes include YoungJonn’s “Love Is Not Enough” EP, with the lead single “DADA” achieving over 50 million streams across platforms. Blaqbonez’s album “Sex Over Love” charted at No.1 in Nigeria and was recognized by Rolling Stone as one of the best albums of 2021. Additionally, hip-hop legend M.I Abaga’s 2022 album “The Guy” charted in over 21 countries, including the UK.
Looking ahead, Abuchi envisions Chocolate City as a bridge connecting Nigerian talent to global audiences. He believes it’s time to export what they create and emphasizes that Nigeria is more than just Afrobeat. He sees Chocolate City as the label that will help diversify the perception of Nigerian music globally.
Abuchi acknowledges the evolving nature of the music business and the challenges that come with it. From the impact of COVID-19 on live performances to the complexities of payment solutions and touring infrastructure in Africa, he remains focused on finding innovative ways to overcome obstacles.
He’s particularly passionate about addressing artist retention and development. Abuchi humorously describes the three stages artists typically go through: the humble beginning (“Dobale”), the peer stage (“I’m your mate now”), and the disassociation phase. His approach involves proactive conversations with artists about their long-term goals and helping them develop sustainable careers beyond performing.
The label’s continued influence was recently highlighted by multiple nominations at the 17th Headies Awards. YoungJonn led with nominations for “Jiggy Forever” in the Afrobeats Album of the Year category, while his collaboration “Big Big Things” received nominations for Headies Viewers’ Choice and Afrobeats Single of the Year. M.I Abaga and Blaqbonez were both nominated in the Lyricist on the Roll category for their performances on the Chocolate City Cypher.
As Chocolate City celebrates its 20th year, these nominations reflect their ongoing commitment to nurturing authentic African talent. The label takes pride in seeing its artists continue to push boundaries and shape the future of African music on the global stage.
As digital streaming transforms the music industry, Abuchi sees enormous growth potential, noting that they have not even started scratching the surface regarding streaming in Africa. He believes that streaming provides artists the opportunity to benefit fully from their work and expects payment solutions to improve as the market develops.
With his blend of technical expertise, industry knowledge, and people management skills, Abuchi Peter Ugwu is well-positioned to lead Chocolate City Music into a new era. His vision combines a return to the label’s creative roots with a forward-looking strategy for global expansion, promising an exciting future for both the company and the artists it represents. Under his leadership, Chocolate City is poised to be at the forefront of innovations in the years to come.
