We were giving free services for about three years before iBlend - Eddie Madaki

He is a publicist, media influencer/consultant, event promoter, fitness enthusiast, model and seasoned actor. Through hard work and dedication, he has carved a niche for himself as the 'go to guy' for corporate, government and entertainment events. In this chat, he speaks about his entertainment background, foray into showbiz and event promotion, Eddie MPR, iBlend Services and lots more. The man of the moment is; Eddie Madaki, aka Black Hulk.

Abuja-based media magnate and socialite, Eddie Madaki, on sight exudes an overwhelming presence, not just for his massive built, but also for the aura of authority he brings with him. It's little wonder he commands so much respect within the social force.

His foray into entertainment and showbiz world started at the tender age of 8. He, alongside some of his friends started touring the country, performing as a gospel hip-hop group. This formed the bedrock, as he went on to champion and participate at social events during his University days at UniJos. He was eventually awarded best graphic artist and most fluent student. 

His claim to national fame came after he finished in the top three of Gulder’s Ultimate Search in 2006. He went further to imprint his name and face in the hearts of many as an actor, when he featured in BBC's internationally acclaimed movie, Wetin Dey, for two years. 

He worked in the banking sector for about 9 years, while maintaining his entertainment  stance under the brand name; Black Collar Entertainment (an event and talent management company in Jos) with his close friends and cousin. Eddie handled the media and publicity aspects for Black Collar entertainment.

Also called that PR Guy, he eventually moved away from the white collar job, to build a career in media and publicity, which culminated into the now popular  iBlend  movement. "With the experience I got in banking and my involvement in entertainment and media over the years, it made for a perfect mix to do what I'm doing. iBlend Services was berthed in 2010, as an official outfit for event/talent management, promotion and branding", he stated. 

The first from a family of four, when asked how his work has impacted the Abuja entertainment scene, he humbly said; "I wouldn't take credit for it. Once you're relevant, everything is drawn to you. In terms of creative entertainment value, Abuja has a lot. Because of what we do, we've been able to throw more light on that sector and the talent therein, as well as the unique things that we do around here. As such, that has increased the wave of media coming in to look for content. In the past, you wouldn't consistently have Sound City coming to Abuja to cover event. Likewise MTv. If the major brands want to do an event, they will go to places like PortHarcourt, Lagos, and maybe back then, Zaria, because Zaria was really big in the North before the whole security thing. So immediately we started hosting events, doing commercials, media campaigns and publicity through the radio and engaging people that we knew, the exposure came, and the industry gravitated towards us. Instead of us going out, people are now coming here to seek for entertainment. There's been a lot of great talent coming out of this demographic. Because of the expectation of high quality, people do more around here to offer value. Artistes, producers, singers and songwriters, all work extra hard to be able to give such value, and so when they go out there, they do so well. Ice Prince is one of the biggest name to come out of the North, including Jesse Jags, 2Baba, Mi, etc. Fast forward to present day, one of Nigeria's biggest beat maker, GospelOnDaBeats is also based in Abuja, and everybody comes to him. Even DNA Twins presently participating on The Voice Nigeria, are from Abuja. So what we've done basically, in terms of adding value is be the unrepentant town criers for the industry in Abuja. We are here, you must see us and you must listen to us."

For every venture, there has to be profits, both financially and in terms of job fulfillment and satisfaction. For him, "it's been rewarding so far and the industry is taking shape. I've had friends tell me how amazed they are at our consistency and how far our dedication has brought us. This is so because what we were doing six years ago, is completely different from what we're doing now. It's just having that strong believe that everything will be fine and not taking no for an answer", he pointed out. 

Challenges are not alien to man and his endeavours, and Eddie, within the context of his work faces challenges. "The biggest challenge at the time was convincing people of the value we're offering. When we started, everybody wanted free services, and so you do a lot of things based on relationship. They were skeptical and unsure if our services were worth paying for. For about the first three years, we were offering free services to people. Another issue is trying to recalibrate brands that have made wrong choices in the first place. It could be quite challenging", Black Hulk said.

Despite the challenges, he has banked-in successes over the course of time. "Now it's a little bit better, due to the fact that people see the things we've done and are impressed. The business is on referral basis. When people ask, 'I need a good publicist', 'I need a good event manager', there's always someone to refer them to us. People have seen what we've done/can do and the value we give, and so, they are willing to pay for our services. The first thing is acceptance and letting people know that the value and essence of the services you're providing is worth being paid for. With that, things begin to fall in place gradually", Eddie opined.

Eddie has worked with virtually all the big names in the Nigerian entertainment industry and beyond. "We've worked with the Mavin crew, Trybes Music at the time; Eldee, Olamide, Shaydee and co, 2Baba, PSquare. We've also done a lot with Chocolate City crew, because they're like family. I interned with Chocolate City and  Audu Maikori is a mentor. I learnt a lot and I'm still learning from him. We have also done things with the likes of Yemi Alade, Seyi Shay, Flavour, Dbanj, Phyno, etc. Internationally, we've worked with Brandy, Keri Hilson and Karruche, and we were able to bring them to Abuja. We work with the DFID which has the PDF, ODI and we represent the UK Aide, The Neighbour to Neighbour Foundation (the Goodluck Jonathan Campaign), Enough is Enough Nigeria (an advocacy group for good governance), Jabi Lake Mall, Baileys, Uber (the transport service). iBlend also have an advocacy group called VIP (Vote in Peace), which is about the need to handle politics the right way, instead of resorting to violence. Our latest clients are Viacom, MTv Base, Nickelodeon, Comedy Centre, and these are just a few of the corporate organizations we've worked with/working for", he said. 

As regards the bigger picture, Eddie envisions himself and his brand at the international level. In his words: "The goal for iBlend is to be an internationally recognized advertising and marketing communications company. We want to get to the level where we have an iBlend in Nigeria, Europe, and other parts of the world, with competent offices and copyrights, providing creative business solutions. Now for Eddie MPR, we want to revolutionize how publicity is done on the internet space, because the internet is the new reality. We really want to be front-liners when it comes to communications on digital space. We've interned people under Eddie MPR, who are doing well in their own rights. Nothing gives me greater joy than to impact people, it's a measure of success. So I want to be among the first three names as far as digital space communications, worldwide, is concerned."

As a baseline comment for all those who which to follow in his path and entertainment practitioners alike (especially in Abuja), Eddie advices that; "Regardless of your location or standing in life, develop yourself and offer value. Find a unique way of doing the same thing everybody has been doing. Whether it's music production, singing, event promotion/marketing, performance, and what have you, put in work. Tecno blew from Abuja, likewise Psquare, who's name was known from the North. You have to treat whatever you're doing like there's no plan B. Do not take 'no' for an answer. Put in your all, keep pushing hard and be sure of good results. Success is based on a repetitive set of similar things you do consistently. Have an unquenchable desire for what you want and do not loose faith."