The Uncomfortable Truth About Building Culture: SMADE’s Story
https://www.linkedin.com/posts/esosa-aihie-a6162a17_in-2024-davido-sold-out-the-o2-arena-in-activity-7432992220661592065-Fvro?utm_source=share&utm_medium=member_ios&rcm=ACoAAAN5Y2kBM9q53Mij4PHUEwGG7FgEzKz3VTU In 2013, taking Afrobeats to the UK was a risk. It wasn’t “hot”, it wasn’t “global”, and it certainly wasn’t brand-safe. But SMADE, a pioneer in the industry, decided to stake his name on it. With years of experience and a deep understanding of the music industry, SMADE knew how to operate inside the […]
Black News 
In 2013, taking Afrobeats to the UK was a risk. It wasn’t “hot”, it wasn’t “global”, and it certainly wasn’t brand-safe. But SMADE, a pioneer in the industry, decided to stake his name on it.
With years of experience and a deep understanding of the music industry, SMADE knew how to operate inside the machine. But he hadn’t built one alone. Then came Davido, a hungry 20-year-old star in Nigeria, unproven in the UK. SMADE took a chance, and it paid off.
The success of Davido’s show wasn’t just a commercial win; it was a psychological shift. It showed that demand can be engineered, and culture can be forced into rooms by people willing to look stupid first.
Fast forward to 2024, and Davido’s sold-out show at The O2 Arena is a testament to the power of belief and perseverance. But SMADE’s story is a reminder that the real work happens when it’s still awkward.
Takeaways:
Demand is not discovered but engineeredCulture does not arrive, it is forced into rooms by people willing to look stupid firstUncomfortable truth – most people want to attach themselves to culture once it’s validated or established; very few will underwrite it when it’s fragileBelief compounds | Reputation compounds | Relationships compound, but only if you move before consensusIf you wait for proof before you move, you’re already lateThe real work happens when it’s still awkward
How do you plan to engineer demand for your own ideas or projects?
What’s one area where you’re willing to look stupid first to force culture into a room?
Can you think of a time when you underwrote a fragile idea or project? What was the outcome?
How do you balance the need for validation with the importance of moving before consensus?
What’s one thing you’re working on that’s still awkward, but worth pushing forward?
