Creative Unfiltered: Interview With Ire Culture

An interview (spotlight edition 02) with Ire Culture, a creative director and strategist. She's also the founder of Culture Plug and BoldMark.

Creative, Unfiltered, 'Spotlight Edition 02'

In an industry space where creativity and talents are sometimes, merely passable leverage which determines an artist’s success, lots of misconceptions and controversial facts surround artists' sheer reality.

But if talent isn’t always enough, then what really sets one apart in this game of creativity, visibility and perception?

Meet Ireoluwa Obehioye Rotimi-Culture, a brilliant Creative Director & Strategist, and an entertainment executive whose career transition has carved out a successful path driven further by passion. She is the founder of Culture Plug, a growing creative solutions platform in the music industry, and BoldMark. She is also an alumnae of the Music Business Academy for Africa, Class of 2024.

In this interview, Ireoluwa reveals her shift from media broadcasting to the music industry, and how past experiences about undervaluation shaped her approach to artist management. She also emphasizes authenticity over trends, highlights the power of branding and partnership, and calls for African creatives to embrace originality while letting go of the chase for perfectionism.

Ireoluwa lures us into a more realistic perspective of how the entertainment structure truly operates, beyond the glitz and assumptions. It is a fresh insight into the inner workings of artist development, branding, the often ignored truths about artists’ successes and how beautiful it is break the charts far beyond our imaginations in our career journeys.

P: What sparked your transition from media broadcasting into the music business. A sudden decision or something that gradually unfolds?

Ire Culture: It gradually unfolded actually, especially when I began working with Mr Macaroni. If anyone had told me I’d leave broadcasting for entertainment, I would have argued it with my last breath.

P: How has your past experiences shaped the way you now work with artists and brands in the creative industry.

Ire Culture: If I start to talk about this, your editor might need an extra slide. But let me share just two of the most important lessons:

1. Stop doing free work hoping they’ll eventually ‘see your value.’
They rarely do. Value is best exchanged, not assumed. Exposure doesn’t pay. Besides, dem no really send you like that (they don’t really care about you), they have the money to pay.

2. Document everything. Have written contracts or some form of agreement before doing any work. Be clear and firm, and most importantly, be ready to walk the f**k away if the terms don’t align with you or add up.

P: How realistic is brand positioning and partnerships as a tool for artists to stand out in a congested creative industry like Nigeria?

Ire Culture: It’s very realistic and essential. In a saturated industry like Nigeria’s, talent alone isn’t enough. Brand positioning and partnerships help artists stand out and build credibility.

That’s why my company, Culture Plug, is now focused on intentional artist campaigns and PR because in today’s industry, how you present is just as important as what you create.

And trust me, you’ll be seeing the magic of artist rollouts and music project campaigns from us unfold in real time.

P: Can smart branding and funding compensate for lack of talent, creativity or originality in an artist?

Ire Culture: Yes, it absolutely can and we’ve seen clear examples in the industry, I’m not mentioning names but you know a few. With the right funding, smart branding, and a psychologically calculated PR strategy, an artist can outperform someone with more talent but less visibility or structure.

It might not be ideal, but it’s the reality of today’s industry, perception often outpaces skill. That’s why strategy isn’t something to play with, trust me!

P: With trends constantly changing, how can creatives and music businesses stay relevant and benefit from them without losing themselves in the shifts?

Ire Culture: Personally, I’m not a big believer in chasing trends. Trends are like cheap perfume, you spray it, but once you step out the door, it’s gone.

However, you can hop on trends that align with your brand ethos, but they should never be the yardstick for relevance. True longevity comes from doing what you’re great at consistently and evolving with your audience.

Build depth, not just trends. That’s how you stay relevant without losing yourself.

P: What’s one hard truth the entertainment industry has revealed to you through experience?

Ire Culture: Never use someone else’s success as a yardstick for yours.

Don’t compare 5 or even 20 years of your journey against someone else’s 15 years. We’re all resourced differently, and success shows up at different times for different people.

When it’s your time, the industry will know your name. Until then, focus on your lane, celebrate others genuinely and please don’t give yourself unnecessary high blood pressure over someone else’s win.

P: What has been the most defining moment in your creative journey so far?

Ire Culture: Honestly, there have been quite a few defining moments, but if I had to pick one, I’d take it all the way back to my very first real encounter with the Nigerian entertainment industry at NECLive 7.

Walking into that hall felt like a baby discovering sweet for the first time. I saw industry stakeholders I’d only ever watched on TV, and the energy in the room lit something up in me.

That was my “this is where I’m meant to be” moment.

P: People see the polished brand, the spotlight moments, but what’s something about the behind-the-scenes work as a creative director that people misunderstand?

Ire Culture: People often think being a creative director is all aesthetics and vibes. But really, it’s strategy, problem-solving, managing people, tight deadlines, and still being expected to deliver magic.

They see the polished work not the chaos, late nights, and mental load behind it. It’s not just creativity, it’s control, clarity, and constant pressure, it’s a lot.

But we make it look good, because that’s the job.

P: What led you to the founding of Culture Plug and Bold Mark?

Ire Culture: For Culture Plug, it all started with a friend who is an artist and wouldn’t stop begging me to manage him. I genuinely didn’t see myself managing anyone, it takes deep dedication to someone else’s career, often at the expense of yours. So, to get him off my back, I casually created a group chat for independent artists. That “casual” move became the seed for what’s now a growing creative solutions platform in the music industry today.

As for BoldMark? Nothing deep, just money.

P: Has being part of the MBA Africa program impacted how you approach your career?

Ire Culture: Most definitely! A 100%! It’s one of the most life changing decisions I’ve ever taken. It didn’t just expand my knowledge; it reshaped how I think, plan, show up and interacted with the industry. The clarity, confidence, and community it gave me have been priceless. I’d always recommend MBA for Africa to anyone interested in the music industry, even if you’re an artiste.

P: When you imagine the future of African creativity, what do you hope we create more of, and what should we leave behind?

Ire Culture: I hope we create more of our own original stories showcasing the misrepresented sides of us in a better way. And what we should leave behind? The pressure of perfection and create freely, messily, and authentically. That’s where the real magic lives I believe.

Click to read the PDF copy