S&D Records has made significant strides since its inception in the UK, expanding its reach to Nigeria, Ghana, and Dubai. With a unique approach that blends the diverse musical influences of these regions, S&D Records stands out in the music industry for its commitment to authentic and innovative sounds.
In this interview, we had a chat with Teeboz, a key figure at S&D Records, to discuss how the label balances these influences in their releases, the creative process behind their latest single “Untouchable,” and the qualities they look for when signing new talent.
Teeboz also shares insights into the challenges of taking Nigerian music to global audiences, the milestones S&D Records is proud of, and the label’s vision for the future. For aspiring artists, Teeboz offers invaluable advice on staying true to one’s craft and navigating the ever-evolving music industry. Join us as we explore the journey of S&D Records and their ongoing mission to elevate Nigerian music on a global scale.
As a label that started in the UK and expanded to Nigeria, Ghana, and Dubai, how do you balance the musical influences from these regions in your releases?
Balancing musical influences from the UK, Nigeria, Ghana, and Dubai is both a challenge and a unique strength. Each region has its distinct sound and culture, so we approach this by fostering collaboration between artists across these locations. For example, we might pair a UK producer with a Nigerian artist to create something that feels fresh but still respects both cultures. In Ghana, the rhythms and melodies are rich, so we ensure those elements are highlighted in our productions.
Dubai’s growing music scene adds another layer of diversity, bringing in Middle Eastern influences that can blend beautifully with Afrobeat or UK grime. It’s really about finding a common ground where these influences can coexist without losing their authenticity. We encourage our artists to stay true to their roots while being open to experimentation, creating a fusion that appeals to a global audience. This blend is what makes our label’s sound so distinctive.
Untouchable” is your debut release for 2024. What was the creative process behind this track, and how did the collaboration with Portable, Dabuilda, and Gem come about? For this collaboration we wanted the music to connect to the street and Portable is a huge representative of what we wanted to preach. It was amazing working with him and my artistes
Your current roster includes AYOBAMII, Daizy Kash, and M-B-W, among others. What qualities do you look for when signing new talent to S&D Records?
When we’re looking to sign new talent to S&D Records, we focus on a few key qualities that go beyond just musical ability. First and foremost, we look for authenticity—artists who are true to themselves and their craft. It’s important that they have a unique voice or sound that sets them apart from the crowd, something that makes them instantly recognizable. We also value work ethic and a strong drive. The music industry can be tough, so we need artists who are not only passionate but also willing to put in the hard work to make things happen.
This means being committed to developing their craft, engaging with their audience, and pushing through challenges. Another crucial factor is versatility. Music is constantly evolving, and we look for artists who can adapt and experiment with different sounds while still staying true to their core identity. Whether it’s blending genres or collaborating with other artists, being open to growth and evolution is key. Lastly, we consider how an artist’s vision aligns with ours at S&D Records.
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We want to work with people who share our passion for innovation and pushing boundaries in music, while also respecting and honoring the diverse cultures and influences that shape our sound. When we find an artist who ticks these boxes, we know they’ll thrive with us.
How does “Untouchable” reflect the current direction of S&D Records, and what do you hope listeners will take away from it?
“Untouchable” embodies the bold and authentic direction S&D Records is taking. Featuring Portable, the track is a gritty, high-energy anthem that reflects our commitment to pushing boundaries and staying true to the streets. We hope listeners feel empowered and inspired to stay resilient and unstoppable, no matter what challenges they face.
Can you tell us more about the production process of “Untouchable”?
Were there any unique challenges or memorable moments during its creation? The production of “Untouchable” was a dynamic experience, especially with Gem and DaBuilda joining Portable on the track. Each artist brought their own flavor, which made the collaboration even more exciting. One of the challenges was ensuring that each artist’s unique style was showcased while maintaining a cohesive sound.
We spent a lot of time in the studio fine-tuning the balance between their different influences and making sure that the energy remained consistent throughout the track. A standout moment was when Gem, DaBuilda, and Portable were all in the studio together, vibing off each other’s energy. It was like the track came alive in that moment, and you could feel the chemistry between them. That synergy really pushed the song to another level, and it’s something we think listeners will feel when they hear the final product.
What makes the collaboration between Portable, Dabuilda, and Gem unique in “Untouchable”? How did each artist contribute to the track’s dynamic energy?
The collaboration between Portable, DaBuilda, and Gem on “Untouchable” is unique because each artist brings something distinct to the table, creating a rich blend of styles that elevates the track’s dynamic energy. Portable’s raw, unfiltered energy is the heartbeat of the track. His gritty vocals and streetwise lyrics set the tone, giving the song an edge that grabs you from the start.
DaBuilda adds a layer of versatility with his melodic flow, bridging the gap between hard-hitting verses and catchy hooks. His ability to adapt and harmonize with different sounds really enhances the overall vibe of the track. Gem, on the other hand, brings a cool, confident delivery that contrasts perfectly with Portable’s intensity.
His smooth, yet powerful presence adds depth and rounds out the trio, making the collaboration feel complete. Together, they create a powerful synergy that makes “Untouchable” not just a song, but an experience. Each artist’s contribution is essential, and the way they bounce off each other keeps the energy high from start to finish
Over the years, S&D Records has expanded internationally. What challenges have you faced in taking Nigerian music to global audiences, and how have you overcome them?
Expanding S&D Records internationally has been challenging, especially in introducing Nigerian music to global audiences with different tastes. We’ve overcome this by blending Nigerian sounds with global trends and collaborating with international artists. Adapting to different markets and building local teams has also been crucial. Despite the challenges, the global rise of Afrobeats has helped us make Nigerian music resonate worldwide.
Looking back on S&D Records’ journey since 2006, what are some of the milestones you are most proud of?
Well, S&D has been working with renowned artists for years with a notable achievement in the early years being the production of Daddy Fresh’s “Eleru” remix featuring JBlack and working with the late King Jhaffi (Davido’s best friend); working with top producers I.e P2J known for his work on Wizkid’s Made In Lagos album and Beyoncé’s track.
In what ways do you think S&D Records has contributed to the evolution of Nigerian music, both locally and internationally?
S&D Records has contributed greatly to the evolution of Nigerian music started in the UK in 2006; emerged from a deep passion for Nigerian music, recognizing the wealth of talent in Nigeria’s grassroots music scene. S&D Records committed to nurturing these artists and helping them reach the mainstream. Since 2007 S&D Records has been a key player in the Nigerian music industry. Over the years, the label has expanded its influence across borders
What message would you like to send to aspiring artists who are looking to join S&D Records or follow a similar path in the music industry?
S&D Records is an innovation hub we look forward to working with the new generation to make Nigeria and African sound even more global. For new artiste who want to get into the industry stay true to yourself and keep working hard and creating your voice will be heard
