Radio will always remain relevant, necessary despite the challenges — Osi Suave

Osikhena Dirisu is a dynamic young media personality and the Group Programs Director (GPD) for the Beat 99.9FM Lagos, 97.9 FM Ibadan, 97.9 FM Abuja and 99.9 FM Port Harcourt. He told ROTIMI IGE in a recent interview his views on his journey so far in the media space, the relevance of radio platforms to internet streaming as a popular option for more individuals, among other topics. Excerpts.

You are a popular media figure. What did you study in school and what are your interests?

I have degrees in law, sociology and anthropology. I love Formula 1 and am intrigued by public policy and governance.

How did your media journey begin?

I started with Rhythm 93.7 FM in Benin, Edo State when I was in my second year at university and continued until I graduated. I was posted to Lagos for my NYSC program and spent most of my service year at Rhythm 93.7 FM, Lagos before moving to Beat 99.9 FM Lagos in November 2011.

What has been the experience, especially the practice in Nigeria?

We are currently playing at the highest level and can go neck and neck with other media companies and practice anywhere in the world. The advent of blogging has watered down the ethics of broadcasting and journalism; the need to report the news first and sensationalise it affects the industry. However, the importance of traditional media cannot be overstated.

What other projects have you been involved in?

I have been involved in numerous media campaigns for brands such as Hennessy, Jack Daniels, Skyy Vodka, American Honey, Martell, Budweiser, Nokia, Blackberry, to name a few. I'm the co-founder of a media and live events company and we've worked on gigs for Teni, Laycon, Wande Coal and Joe.

You are a senior executive of one of the largest radio media platforms in Nigeria. With the recent influx of investors creating FM stations, what do you think is responsible?

It is caused by the good business environment and the need to satisfy the public with information and entertainment. Lagos alone is a city of 20 million people and there is still room for many more radio stations. Ultimately, this gives the listener the opportunity to be spoiled for choice as to what satisfies their needs. And the success of radio stations under the Megalectrics umbrella is also a huge denominator for this.

The challenges of such investment are hiring inexperienced hands, as is evident now, especially with radio stations outside of Lagos.

How has this affected the business and what do you think is the solution to the lack of professionalism in the industry…?

It certainly has to do with proper training and recruitment. Everyone thinks radio is a walk in the park; that is why we have the decline that we are currently experiencing today. The goal is to identify the right talents and train them properly.

The music business in Nigeria over the years has evolved and Nigeria is now at the forefront of exporting Afrobeats… What do you foresee for Nigerian music and artists?

There has been an upward movement since the turn of the decade and it's so amazing how Afrobeats are in global conversations right now. The goal now is to push other genres of our music and give many other talented artists the opportunity to push their music as well. There is infrastructure penetration to allow digital signal processing (DSP) to reach more people, which in turn will push music to reach more people and give our artists more revenue. It's up and up from here.

How can upcoming artists tap into the gold mine, knowing that most are excluded from the top earnings?

That's why I say we need an infrastructure that would allow dsps to penetrate. When we have many streaming and distribution channels, coupled with data and affordable cell phones, a lot will change for the better. Plus, artists who make great music can leverage that and reach more people, which translates into revenue.

Music streaming is becoming popular with the way people are now consuming other people's music. What's the future of radio?

Radio programming provides listeners with music, a source of entertainment and information, as well as opportunities for interaction through interviews and talk shows.

The radio industry has entered the internet age, broadcasters have seized the opportunity to launch new local and digital-only stations, which are more successful in attracting listeners playing so effectively in the same space than streaming services. Advertisers, especially in countries like Nigeria, will always use radio as a major platform to find...