Tonee C Is Choosing His Own Blueprint

For some Nigerian artistes, Lagos represents an important step in pursuing a career in music. The city’s position as a major centre for the country’s entertainment industry has led to the belief among some emerging artistes that relocating there can provide greater access to industry professionals, opportunities and networks. For Sapele-born, Port Harcourt-based Hip Hop and alternative artiste, producer and sonic architect Tonee C, this was an idea he decided to experience for himself when he moved to Lagos. His move to Lagos was less about chasing the city and more about understanding what being at the centre of the Nigerian music industry actually meant for his career.

Three months in Lagos eventually became a period of clarity rather than a permanent relocation. The experience exposed Tonee C to the speed of the industry, new relationships, creative opportunities and, importantly, the difference between proximity to an industry hub and proximity to the career he actually wanted. Returning to Port Harcourt was therefore not a retreat but a deliberate repositioning. With a sharper understanding of his identity, his abilities and the kind of business he wants to build around his creativity, Tonee C is approaching his next chapter with a renewed sense of purpose, one that prioritises identity over trends and long-term value over simply following the traditional Nigerian music industry blueprint.

In a conversation with TurnTable, the artiste spoke on Identity and Purpose, reflecting on his Lagos experience, the creative potential of Port Harcourt, his evolution as a sonic architect, his faith-driven approach to decision-making, and the bigger vision behind ‘TNT Vol. 2.’

TTC: You moved from Port Harcourt to Lagos because of the widely held belief that serious Nigerian artistes need to be in Lagos. What did that experience teach you?

Tonee C: It felt less like a relocation and more like an extended business trip because I had already been shuttling in and out of Lagos for gigs. But spending three months in Osapa London gave me a genuine reality check. Every day taught me something new about the Nigerian music industry. One of the biggest things I learned was the importance of knowing who you are and why you are pursuing your path.

I also understood that I had to learn how to market myself as a brand and stand for something tangible, rooted in my values. As a Nigerian artiste, you need clarity about what you want your career to represent.

TTC: Was there a particular moment in Lagos when you realised that being closer to the industry centre did not necessarily mean being closer to the career you wanted?

Tonee C: There were several moments. Lagos moves very fast; you either ride the wave or get left behind. There were fallouts with friends, countless studio sessions, and I even crossed paths with Blaqbonez. But one of the most important moments was meeting a label owner and having a conversation that completely reframed how I viewed the music business.

I realised that proximity to the industry centre did not automatically mean proximity to the career I wanted. It simply connected me to more people and gave me an honest perspective on what I would actually be signing up for.

TTC: Port Harcourt has produced globally successful artistes, but does it get enough recognition as a music hub, particularly for Hip Hop?

Tonee C: The Garden City gets its flowers selectively. Port Harcourt has produced Grammy-nominated Afrobeats artistes and global winners like Burna Boy and Omah Lay, which shows that the city can produce world-class talent. But when it comes to Nigerian Hip Hop specifically, I believe there is still a lot of untapped potential.

TTC: What changed in your artistry and career after returning to Port Harcourt?

Tonee C: Better branding, first of all. I gained a lot of clarity after introspection, and my creative direction became more aligned with my identity as a creator. I also have more freedom because of the new information I now have.

My definition of success has changed too. Success, for me, is being someone who does reasonable things, gets better every day and is genuinely happy.

TTC: Do you think Nigerian artistes sometimes spend too much time chasing trends instead of building their own identities?

Tonee C: Some Nigerian artistes already have a clear identity and build a business around it. But there are also artistes who, because they don’t have access to the right information, spend too much time chasing trends.

TTC: After your experience in Lagos, do you still believe a Nigerian artiste has to relocate to Lagos to build a meaningful career?

Tonee C: It depends on what the artiste defines as a meaningful career. Everyone has different reasons for choosing their path.

But if meaning cuts through the gimmicks, glitz and glamour and focuses more on expression, purpose and value, then I believe you should have a bigger vision beyond Lagos.

TTC: You move between Hip Hop, Trap, R\&B and Alternative, while also working as a producer and engineer. How has that skill set shaped your sonic identity?

Tonee C: Being a creator and a problem solver has helped me navigate different sonic directions. I know who I am and what I can do. I have been crafting sounds without formal equipment since I was about 11, recording my own vocals and manipulating audio frequencies for over a decade. At this point, it has become almost innate and effortless.

The obstacles have also helped. Poor equipment and limited resources force you to question your methods and philosophies. But those roadblocks force creative thinking, and that ultimately leads to growth.

TTC: Faith appears to be deeply connected to your identity. How does it influence the choices you make as an artiste and creator?

Tonee C: Choice is the engine of my evolution as a human and as an artiste. Every choice I make is divinely guided. Even my first name translates to “God is the way” or “God leads” in Igbo.

I believe God created humanity to procreate, serve and live in abundance. I believe I was made to inspire, empower and entertain. So every day, despite the distractions and pressures around me,I make choices with the belief that they align with my purpose. 

TTC: Your previous works have often reflected your inner world. What does ‘TNT Vol. 2’ represent in comparison?

Tonee C: My previous works reflected my inner world — my thoughts, beliefs, fears and introspection. ‘TNT Vol. 2’ represents a map for how I handle the world around me through the mastery of my inner world.

It is essentially “as within, so without.”

TTC: If you are no longer trying to “make it” according to the traditional Nigerian music industry blueprint, what does success on your own terms look like?

Tonee C: It looks like building an audio production company that generates consistent yearly revenue, then having a tech company to which the production company’s assets are licensed, with a holding company managing both.

Success also means being able to use AI tools to help younger creators solve problems. If I can build systems that create value and help other people create, that fulfils me.

So I would rather keep building than try to “make it” according to the traditional Nigerian music industry blueprint.