He Built Nigeria's Biggest Creator Business from $0 to Multimillion Dollars

Summary

Konnected Minds Podcast
Episode: He Built Nigeria's Biggest Creator Business from $0 to Multimillion Dollars
Host: Derrick Abaitey
Guest: Best Amehia, Creative Director and Founder of Glitch Africa
Date: March 27, 2026

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Episode Overview

In this lively and deeply insightful conversation, Derrick Abaitey delves into the remarkable journey of Best Amehia, the visionary behind Glitch Africa—a media company running Nigeria’s (and Africa’s) biggest podcasts and content platforms. Best shares the struggles of his humble upbringing, the mindset shifts that propelled him to success, and essential lessons for aspiring creators and entrepreneurs in Africa and beyond. The discussion ranges from the nuances of the African creator economy, personal development and audacity, to discipline, learning from failure, and the importance of building unique, purpose-driven businesses.

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Key Topics and Discussion Points

1. Origin Story: Humble Beginnings and Early Hustle

[02:45-07:14]

• Best recounts growing up poor in Edo State, Nigeria, always chased from school for unpaid fees.
• Early initiatives: learnt to play guitar, sang in church, started side jobs (primary school teaching, street selling).
• Dropped out of university, did technical diploma in multimedia design, hustled to improve his technical skills.
• Persistence despite setbacks: “I was saving, quite...reasonably. I was a teenager.”
• Quote [04:30]:

  “I saw myself like touring the world at that time. If I’m being honest...I was just waiting for whatever would really take me to Lagos, you know.” — Best Amehia

2. Breakthrough Moment: Betting on Himself

[07:14-12:45]

• Entry to Silverbed Group (major TV station) via audacious confidence in a practical interview—admitting lack of skill but promising to learn fast.
• Quote [10:17]:

  “The guy liked my confidence. So he took me upstairs to the boss’s office and he lied: ‘Oh yeah, I saw him. It’s not bad but just a little brush-up it will be very valuable here.’ That’s how I got my internship, bro.” — Best Amehia

• Key lesson: audacity and willingness to “take it by force,” but with integrity and hustle.

3. Audacity, Mindset, and the Role of Faith

[12:45-19:21]

• Audacity as a necessary trait for those lacking privilege in Nigeria and Africa.
• Distinction between audacity with principles vs. audacity for immorality.
• Quote [13:05]:

  “Audacity is a thing that you need to either learn or be born with. But you need it, especially if you’re like me, you come from maybe poor...family. You need a lot of guts.” — Best Amehia

• Discusses personal Christian faith, action vs. waiting for help, and the myth that prayer alone brings results.

4. Action over Waiting: The Doing Gap

[14:48-16:04]

• Most people dislike their situation but aren’t willing to do the work to change it.
• The importance of consistent thinking and iterative action.
• Quote [14:48]:

  “I don’t like my situation, but I don’t want to do the work that it takes to get out of that situation...You just need to keep trying. But many people try once maybe, and they feel like, ‘It’s not for me. Maybe someone will come.’” — Best Amehia

5. Faith, Clarity, and Taking Action

[16:04-24:25]

• The misinterpretation of religious dependence, the reality that action must precede divine assistance.
• Addressing Christian dilemmas around “honesty” and taking opportunities.
• Value of time as a major difference between wealthy and struggling people.
• Quote [23:12]:

  “What is it about rich people that poor people need to pick up? I think they are thinking...They understand the value of time. A typical rich man understands what an hour is.” — Best Amehia

6. Time, Risk, and Youth

[24:25-25:20]

• “Time is your only luxury as a young person.”
• Single period = best time to be creative, make mistakes, and take risks.
• Lost opportunities and burnout linked to chasing trends instead of knowing oneself.

7. Finding Purpose and Building a Unique Brand

[25:20-31:37]

• Find what you do effortlessly — your “native capability.”
• Research what works in other markets; adapt, don’t just copy.
• Glitch Africa’s story: Noticing global digital trends and localizing with unique strengths and deep expertise.
• Quote [26:48]:

  “Thank God for the Internet...Before Glitch started, I was always surfing the Internet, looking at what works in other markets and what no one is paying attention to locally.” — Best Amehia

• Many African startups are copycats—the danger of copying without deep understanding or adapting.

8. The Creator Economy: Attention, Experience & Quality

[31:37-41:46]

• Attention is modern currency, but it must be the right kind and sustainable.
• Don’t lie to yourself — don’t chase popular niches unless they align with natural strengths.
• Experience under established brands/mentors is invaluable: “I learned most about structure, systems, and monetization working for Lebanese-owned Cool FM.”
• Many new creators lack business structure and miss monetization opportunities due to inexperience.

9. Building to Last: Monetization, Differentiation, and the Pitfalls of Hype

[41:46-50:51]

• Monetization at Glitch (charging artists for sessions) comes from unique knowledge, not trend-chasing.
• Give your all, even in jobs that don’t pay much—habits of excellence translate to business success.
• The importance of working for small businesses or directly with leaders for hands-on learning.
• Quote [43:26]:

  “Habits are difficult to drop...If you’re a lazy person...it becomes a habit. Even your own company, you start putting bare minimum.” — Best Amehia

10. Scaling and Partnerships: Lessons Learned

[50:51-55:49]

• Honest discussion of the failed Ghana expansion: scaling without profitable growth is dangerous.
• Value in partnerships but with clear alignment and honesty—otherwise, solo investment may be better.
• Quote [51:20]:

  “Scaling looks like, ‘Oh, we are everywhere in new markets.’ We are not growing. Growth is only measured by, ‘Are you making money from this...?’”

11. Advice for African Creators: Format, Uniqueness, and Long-Term Thinking

[55:49-60:53]

• “Don’t do for doing’s sake”—build undeniable, original content formats.
• Long-term value is in unique formats that can be licensed and replicated.
• The Honest Bunch appeals to both educated and street audiences through simplified, local content with global taste.

12. Success, Self-Honesty & Discipline

[61:05-67:34]

• The danger for young people: chasing a flashy, online version of “success.”
• Tell yourself the truth about your abilities and pay your dues by learning before seeking the limelight.
• Quote [64:44]:

  “Tell yourself the truth. Oh, you’re not that smart. It’s fine. But you can be. The moment you realize that this is where I am, that’s the beginning of freedom.” — Best Amehia

• The relentless urge to “copy and catch up” is doomed if not built on deep experience and self-awareness.
• On motivation vs. discipline:

  “[67:34] Discipline, discipline, discipline. Because there are also things you know that discipline will help you when results start coming.”

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Notable Quotes & Memorable Moments

• Audacity and poverty:
  “[13:05] Audacity is a thing that you need to either learn or be born with. But you need it, especially...if you come from maybe a poor...family.”
• On religious waiting:
  “[14:52] People think prayers and my helpers will come and meet me and take me to that level. No, I personally do not believe in that.”
• On time:
  “[23:12] A typical rich man understands what an hour is. Poor man is like five minutes. They don’t know what 3:00pm to 4:00pm is...If we all value time, we will achieve way more.”
• On authenticity:
  “[35:21] Never lie to yourself, no matter how strong that induce. Know your strength and be very comfortable there...Most people are competing in the field that is not their strength.”
• On experience:
  “[41:46] Give your best because you need it when you decide to manage people. All the places I worked I gave them my all.”
• On scaling:
  “[51:20] Scaling looks like, ‘Oh, we are everywhere in new markets.’ We are not growing. Growth is only measured by ‘Are you making money from this...?’”
• On honesty and growth:
  “[64:44] Tell yourself the truth...The moment you realize that this is where I am, that’s the beginning of freedom.”

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Timestamps for Important Segments

• 02:45 – Best’s early struggles and hustling as a teen
• 07:14 – The pivotal internship interview and leap of faith
• 13:05 – Audacity and success in the African context
• 16:04 – Action vs. prayerful waiting
• 23:12 – Time management differences between rich and poor
• 26:48 – Spotting global trends and localizing content (Glitch’s origin)
• 35:21 – Building a brand based on strengths and unique attention
• 41:46 – The role of overdelivering and gaining deep experience
• 51:20 – The difference between scaling and profitable growth
• 55:49 – The need for unique formats in Africa’s creator economy
• 61:05 – Warning against the “flashy” definition of success for young people
• 67:34 – The crucial role of discipline vs. motivation

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Final Thoughts and Takeaways

Best Amehia’s journey demonstrates that, for African creators and entrepreneurs, the formula is clear: audacity, self-honesty, deep work, relentless learning, and the ability to uniquely adapt and innovate are non-negotiable. The flashy rewards should never replace fundamental growth, discipline, and building with purpose. Experience matters—so does doing the “homework” others overlook.
Ultimately, bet on your strengths, build irreplaceable knowledge, and never define success solely by viral trends or surface-level validation.

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For more, connect with Konnected Minds Podcast or follow Glitch Africa’s journey across Africa’s creator landscape.

Transcript

[Best Amehia]

Schools in Nigeria teach majorly theories.

[Derek Abayate]

So if you are a Christian then

[Best Amehia]

your your surest banker is your desperate to success, right?

[Derek Abayate]

But what if you are not? You can't become successful. My guest here today is Best Amehia who is the creative director and the founder of Glitch Africa. This is the company that owns the Honest Bunch podcast. You have the music aspect of your company and then you have the podcast aspect. As someone who is in the creator economy as how do you decide that this is an aspect that is going to be booming in the next few years. So let me get myself in. How do you decide?

[Best Amehia]

Attention is a huge currency. You cannot even monetize a brand if you don't have attention and the right attention. Maybe I should start with what it takes to really build or be a brand. I think first you built a podcast

[Derek Abayate]

in Ghana as well, ran bands and Confessions. You did a few episodes but then we didn't see it again. What's happened?

[Best Amehia]

Foreign

[Derek Abayate]

you're welcome to Connected Minds Podcast. My name is Derek Abayate and I'm your host on this platform. If it's your first time that you're watching us, please subscribe like and share. Now if you didn't know you can listen to Connected Minds on any audio platform that you listen to your music on, just search Connected Minds podcast and you can listen when you're driving, when you're at work, at a gym, playing golf or you know, in a busy traffic somewhere in Lagos, Nairobi. But today I'm taking you to Lagos. My guest here today is Best Amehia, who is the creative director and the founder of Glitch Africa. This is the company that owns the Honest Bunch podcast and a few other things that he's doing. He's actually well endowed with businesses and I love how creative he is. He's been able to create this platform that cuts across several African countries, is the biggest podcast in Nigeria and many other African countries. Today you're going to learn how as a creator you can make money. How as a person you can discover your purpose and walk into really what you have been designed to do instead of living life on default. Stay with me. How are you doing, sir?

[Best Amehia]

Thank you for having me.

[Derek Abayate]

I'm blessed because you are Nigerian Today. We are in Lagos, we are in Nigeria.

[Best Amehia]

I'm pretty much very African because I'm everywhere these days. I get it originally, yes.

[Derek Abayate]

In fact, in the next few weeks people are going to be seeing a lot of Nigerian content on our podcast.

[Best Amehia]

I see.

[Derek Abayate]

So it's. It's a great time to have you on.

[Best Amehia]

Amazing, right?

[Derek Abayate]

I want you to talk me through why you decided to be a business person.

[Best Amehia]

Okay. I think it's because, of course, upbringing my parents were, you know, my mother was very industrious, though she wasn't successful, you know, growing up. Coming, very poor background, you know, during my. What you guys call junior secondary school, I realized that, oh, we are really poor, you know, because we couldn't afford. They're always chasing me from school for school fees and things. So for me, I didn't really like that, you know, I knew I needed to use my brain to get out of this, you know, loop, you know, so it was, it was a thing for me. So I started to see, what can I do? What can I do? I started learning how to play guitar, how to sing, you know, my dad owns a lot of books, you know, because he wanted to really be like a professor, but money couldn't, you know. So in my, my house, my dad bought a lot of books. I was reading some. Some of their music books, you know, heavy music from us for them. So I was reading a lot of music theories. So I was pretty grounded early in music, you know. So I knew, hey, I'll probably do something around music at a really early age. But I wanted to be a musician. Yeah. Because I used to watch Michael Jackson, the tour. The one way I think was super bowl, you know, that I really loved that video. So it was, it was kind of imprinted in my mind. So you can die, we all try. But, you know, that didn't work. You know, I wanted to really be like a superstar as a young child. I wanted to tell the world, you know, I said earlier to play the guitar. I was playing the guitar for a while. So when I got into school, I was pretty good, you know, I could sing, thought I was great, you know, in school I used to sing. In church, I was in the choir, you know, I was pretty solid for you. That was your starting point.

[Derek Abayate]

Your starting point. That's how you thought you were going to be rich.

[Best Amehia]

Really? Yes. I saw myself like touring the world at that time, if I'm being honest. And I was really dedicated. I used to wake up at midnight realizing I want out, you know, I was, you know, I really was serious. I thought, you know, I was going to be superstar. And for me, the interest was, let me just leave. Because it was a small city in Nigeria called Edo State, you know, it's very tiny. I thought when I moved to Lagos, maybe when I'm able to Afford that, you know, oh, I'm going to want to land in Lagos. I'm a superstar. That was my plan. I was just waiting for the rights. Whatever would really take me to Lagos, you know. Of course my parents couldn't afford all that. So then uni, I was in uni and I had financial issues. My parents couldn't afford, you know, to pay my fees. So I dropped out of uni. So I was thinking, what do I do? I started working min jobs, you know, first side teaching primary school. But the pay was too small. So I started selling in traffic. This call it Semovita. It's like pando floor, you know, they pay more. But I wasn't the most articulate. You know, you need a lot of energy and you need to convince people why they are the boss to buy stuff. So I wasn't, you know. So I got another job printing recharge card for someone, you know. So that was really how I started really gathering, you know, little change and I could save a little. I saved, I was saving quite, you know, reasonably in my standard at the age I was. I was a teenager. So I was like, okay, I got it to you. I'm like, let me go back to school then tech was picking up. I was sharing web design, reading multimedia. I was like, okay, let me. Instead of going back to university, maybe let me get a skill, let me train myself. Let me say actually let me get to make some money. So I went back to a diploma in IIT was a technical school for web design, mobile application design. You know, I want to be like a tech bro then. So I skills, you know. So I went, you know, I enrolled. But it was a top school for the elite.

[Derek Abayate]

Okay.

[Best Amehia]

You know, I thought maybe my mind was. Let me just go in, I'll figure my way around it. But it doesn't work that way. So I used my money to enroll and paid the year one fee. It was a two year degree.

[Derek Abayate]

You. You paid it yourself?

[Best Amehia]

Yeah, I paid it myself. The money I saved, Yes, I studied then I. For multimedia technology. So the plan was at the end of that I was a great web designer and editor. Like you know how to design a website, you know how to edit videos, you know, I want. Just wanted to at least get a job with that where I'm. When I go back to university. So I started of course year one. I'm. I'm pretty, you know, academically I'm pretty sound, right? Yeah. In school I was, I was up there, you know. So I. I won't struggle with learning and stuff. So I was, I started year one. Of course I could learn basic. You know, schools in Nigeria teach majorly theories.

[Derek Abayate]

You know, there was like there's no practical aspect of nah.

[Best Amehia]

And we expected practicals. I enrolled because I wanted to at least learn this and get a job or side gigs and stu. But the most theories we didn't know was just theories until the end of year one. They send you for internship. When you return from internship, you then final year. So they sent us to. They were looking for placement for us. The only place they get US was a TV station. Silverbed Group, one of the biggest TV station there. They sent 12 of us there, you know, but the TV station there, because they're so big, they do a lot of selection. They needed just one person. Like okay, they're gonna, you know, do like an examination sort of for 12 of us. And like okay, the best performing whoever gets the internship role. They didn't tell us this. You're like, okay, we should just come for interview. So the interview was a practical one. They just, they brought a screen. If you can do, they'll point a thing. If you can do it, go this way. So with several of us, we're just lining point at you. Can you design this? Can you? So I said no, but I can't learn it. I was. Fortunately I was the last person on the road, you know, so able to say no, to say goodbye. I. I mean for me at least with my hope, I knew, okay, if I'm here, if I focus a lot here, I can learn something. Maybe give me a job. So I was, yo, what do I, what do I do? What do I do? He got to my tone. He asked me, just went one thing like. Like a montage on tv. Montage is what they play before a show starts on tv. Like motion graphics thing. So they showed one thing like the STV news just popped up. So they asked me, can you do it? I said yes, that's easy. I did. That was just me lying. I didn't know what that was, you know, I had no idea. I just lied, you know, like, oh great, at least someone. Yeah, you know, they are training. Seriously. I just see God, what say what they interpreted me. So they then asked others to go downstairs. Then they call the head of. I think head of TV or some, you know, someone to take me to another office for examination. Like a practical. Let me show what I can do. Yeah, yeah. So he took me to an empty room, gave me a laptop that designed something for us. I think someone Was there just watching me. So they gave me a laptop, they opened one software like that after you said. Nine years after you said then I didn't know what it was because they never showed us all that, you know, looking at this thing. God, no idea what I. I was just what do I do? What do I do? So I, I had to, you know just some courageous. The guy that was, you know, monitoring like please don't speak with you. I call you. I said please. Didn't teach all this thing in school. I don't really know. But I have, you know, faith. I know that if I spend max one month here, I'll be very valuable to you guys. I pleaded please, I really need this internship role, you know. I was just begging that please can you help me. I promise I won't disappoint you. I beg. I spoke English, spoke pidgin, you know. Yeah. I was just laughing. I said okay, no worry. And he liked my confidence. So he took me upstairs to the boss office and he lied that oh yeah, I saw him. It's not bad but just a little brush up it will be very, you know, valuable here. But it's okay. Cool, cool cool. Can go home tomorrow resume. That's how I got my attention, bro.

[Derek Abayate]

Do you know that there's a Bible verse that says that the violin takes it by force?

[Best Amehia]

Yes.

[Derek Abayate]

You grabbed it with two hands.

[Best Amehia]

I did. It was the 5050 but it worked. And really all that I am today, that's what started it. If I one decision just that mindset then was because my parents were poor and we lived in poor environment. I wanted to always associate with those from the islands. Those who were, you know, I was always living our area. Weekends I'll go to, you know, just be around trying so because I just. I didn't like the environment I grew up in. So even that school, it was on purpose. I knew that rich kids attend that school. I. I knew I wouldn't put my worst case I'll drop out. At least I'll miss friends. So you know, for the last mindset

[Derek Abayate]

you were designing your life.

[Best Amehia]

I was, I was unknowingly though. So that's. That's how I got in, you know, to silver beds. I was an intern production department.

[Derek Abayate]

While doing all of this, did you actually think you were going to make money? Like it was going to eventually work out?

[Best Amehia]

Yeah, I knew if I just take my life a bit seriously, I would somewhere on the line something will happen, you know, if I really just be serious with, you know, have a plan you know, be serious with it. Definitely odors will open. Yeah. Because also I'm a Christian, you know, there's a thing of faith. Pray, you know. Of course I pray a lot and my parents are clergy, you know. So there's this faith side of things that if you really just take action, take steps, you know. Yeah. And God speak to you, do this, do that. Yeah. At the time you said it was a last minute idea. Just say yes. What happened? They won't arrest you. What skills they'll catch you. And effort. At least you tried as opposed to saying no. Everyone says no before my time. We're taking the list. Yes. All I sounds to lose, you know, hey, I'd rather try that, you know. And it worked. A month later I was. I could edit basic videos. You know. Two months later I was really, really good. You know, before the end of that year, I was the best in the department. Even the guy who took me there, I was way better than him. Because I come out, my apprentice was very far from this office, from the studio. I used to sleep there. So I'll bring clothes from the house. At night I'm watching YouTube videos of how to do motion graphics still image. I was like a wizard at it. Like really, really good. In a short time, like better than everybody there. Like even the edge of the me, I was like, you know, everyone realized. So I was full time stuff.

[Derek Abayate]

Based on what you said, it's like there's a clear difference between the people that. I don't want to use the word success, but maybe I should.

[Best Amehia]

Right.

[Derek Abayate]

The people that walk in their divine purpose and the people that don't that get pushed around. And the people that actually say yes, you know, this is the life I want and I'm going for it.

[Best Amehia]

I think audacity is a thing that you need to either learn or be born with. But you need it, especially if you're like me, you come from maybe poor or you're not so privileged family. You need a lot of audacity. Else you don't have like a parent, your uncle or sister or will put you in some rooms. So you need to have a lot of guts. Yeah.

[Derek Abayate]

But it's that same thing that makes a lot of people also go into things like scamming. It's the same audacity, it's just.

[Best Amehia]

It's just a different principles. Yes, yes. Of course you also need principles on audacity in the writing. Of course. You know, but you, you need audacity, a lot of it. Especially fast. As an African A black man you are naturally life is winning you 1 0. Yeah.

[Derek Abayate]

You know, when Nigerians go into another country, a lot of people associate Nigerians with audacity. You're in a country that has over 200 million people.

[Best Amehia]

Yes.

[Derek Abayate]

To the average African. Nigerians are very audacious. Not everybody there has become successful.

[Best Amehia]

Yes.

[Derek Abayate]

There's a lot of. A lot of struggle.

[Best Amehia]

Yes.

[Derek Abayate]

There. Why, if really audacity is needed to create success, which you may be right. I mean, then we should see a lot more Nigerians.

[Best Amehia]

Yes. I think it's not in Nigeria things. It's a human thing. It's a personal thing. Okay. You know, when you have clarity and you know that, oh, this is my situation, I really do not want to continue like this. And every day you wake up, you. You're sure that you really. I think those will open. Doesn't matter how underprivileged you are. It doesn't matter if you're in the deepest of village. I think if you wake up every day that, oh, I don't really like my situation. I'm very certain doors will open.

[Derek Abayate]

Most people don't like their situation. They simply don't know what to do about it.

[Best Amehia]

I think it's. I don't like my situation, but I don't want to do the work that it takes to get out of that situation.

[Derek Abayate]

You think people don't want to do the work?

[Best Amehia]

Yeah, I think people think prayers and my helpers will come and meet me and take me to that level. No, I personally do not believe in that. I think two things, everyone. You either hear visions or you or you think through your problems. If you're in a situation, you either. Maybe some people are skilled enough where the, you know, spirit, maybe they're in their sleep to get this dream or they see you know, that they know what to do. But others, people like me, you need quiet time. You need to be your own friend. You need alone time and think. Oh, I'm you. The more it's like, it's like playing football. The more practice you do, the better at it. The more you exercise your thinking, the more ideas you get on what to do tomorrow. Try the idea. If it's not working, keep thinking. Oh, you know, as you, as you move around, you're looking at that same. I need to. I need to break out of this. Ideas will come the more as you keep trying them. One definitely will come. Very certain. But you just need to keep trying. But many people, they try once maybe, and they feel like it's not for me. Maybe. Maybe, maybe. Maybe someone will come. Maybe. Let me just keep waiting or let me just keep praying.

[Derek Abayate]

You really do think that religion is what has created a lot of dependent mindsets in people. That is not making them become.

[Best Amehia]

I think people. People misinterpret. Sermons in prayer is great, but your part, you have to play your part too. See, I needed to make a move by saying yes before the helper decided to help me.

[Derek Abayate]

Well, somebody would translate that as a sin.

[Best Amehia]

As you've seen.

[Derek Abayate]

Right. There's somebody on this side of the screen.

[Best Amehia]

Yes.

[Derek Abayate]

That will say that I'm a Christian and I'm not supposed to lie. I want you to really get into the mindset. I'm not supposed to lie. When I'm faced with this, an opportunity like this, if I tell the truth, God may create a way for me.

[Best Amehia]

Yes.

[Derek Abayate]

But if I lie, it becomes a sin and I may not even get the opportunity.

[Best Amehia]

That's a good question. This is a. Can you do this thing? I can do it if you teach me. I can do it with time. It wasn't a oh, I scammed you thing. I robbed you of his thinking. It's a question of ability.

[Derek Abayate]

But, like, would you understand the hesitation in a lot of Christians, religious people?

[Best Amehia]

Yes. Would you.

[Derek Abayate]

You get that why they will hesitate in even saying that?

[Best Amehia]

Yeah, yeah, yeah, yeah, yeah, I could do it.

[Derek Abayate]

I'm not saying what you did was.

[Best Amehia]

No, no, no, no, no. I get you, I get you. But there's a thing of, you know, value of time.

[Derek Abayate]

Okay.

[Best Amehia]

In understanding that this opportunity was the best, how do I maximize this opportunity without keeping my integrity? You're not offending in the Holy Spirit and also ensuring that I maximize this opportunity. What's the best teacher I can take here and how fast can you decide?

[Derek Abayate]

Don't you think it's an innate thing, something that you already have, that possibly. Right?

[Best Amehia]

Yeah. But it can also be learned by observing those who were before you. Steve Jobs, you know, those who were before you all the day. Those who came from nothing, really came from nothing and did not do anything legal to get to the top. How did most time. It's very similar. There's an opportunity that it was a yes or no thing. You know, nobody sat in your father's house and one ever came to knocking it. Nobody. You didn't say when you are from underprivileged, you're from, you know, like.

[Derek Abayate]

No, you're absolutely right.

[Best Amehia]

Right? Yeah.

[Derek Abayate]

This is so interesting. So you get a phone call and you don't sell Rice. But then the person goes, have 20 million worth of rice coming. If you're able to sell it, you get 10 million.

[Best Amehia]

Hypothetically speaking, you say, no, I don't say rice because I'm a Christian. Does that make any sense? No. No. Is it possible I can get someone that can. I won't call it Christian because that's not what Christianity is. It's either a lack of faith in yourself and your abilities or just lack of hunger drive.

[Derek Abayate]

I'm struggling to accept that people are not hungry enough. I'm struggling.

[Best Amehia]

Saying you're hungry enough doesn't mean you're, you know, saying it is an action thing. It's, it's in your daily steps. What are you doing to show that you are really hungry enough? You know, I think if everyone examines, you know, they had what they spend their 24 hours doing, they will know if they're hungry enough or not. I think it's pretty. It's pretty, you know, simple.

[Derek Abayate]

When you land in Lagos, the Lagos airport.

[Best Amehia]

Yes.

[Derek Abayate]

The actions, the things that some of these officers are doing all the way through till you come out, the people trying to extort money from you and

[Best Amehia]

all of that, all the way till you get to your house, that's immoral. That's not drive or hunger. That's immorality. Okay? It's not the same. It's not the same.

[Derek Abayate]

What's the difference right and wrong?

[Best Amehia]

If you can slant it or what is really right, what is wrong, how do you determine? You know, everyone knows what is right or wrong.

[Derek Abayate]

The many people on the streets of Lagos Accra that are trying to pick up any deal they can see to try to make money still not working out to them. How do you really explain to them? And how do they flip it?

[Best Amehia]

Yeah, okay. I think I probably need to go religious or Christian on this because I, I believe in, you know, the Holy Spirit. I'm a Christian, you know, and the Bible says, you know, Christ gave us the power to make wealth, which means that it gives power is not muscle. It gives us ideas, insights, steps to take to make wealth. It has to be like the end product. So it tells you what to do part time. That the end product of those steps is worth. So every step you make, that's why first I think the journey to I'm poor, I'm in this state. I think you need to first find Christ.

[Derek Abayate]

I see.

[Best Amehia]

Yes. The Holy Spirit primary job is direction, insight, showing you what to do. That is why I can really never be poor. It's not possible. I Always create solid products.

[Derek Abayate]

Have you not seen people who don't subscribe to any religion that have money? People who do not subscribe to any religion.

[Best Amehia]

Yes.

[Derek Abayate]

But they become extremely successful.

[Best Amehia]

But our backgrounds are different. Success is a personal thing. This is my situation. I don't have a rich uncle. This is my situation. How do I get? Your surest banker is Holy Spirit. You don't know how that non believer. You don't know.

[Derek Abayate]

So if you are a Christian, then your. Your.

[Best Amehia]

Your choice is the Holy Spirit. Yes.

[Derek Abayate]

Great. If you are not a to success, right?

[Best Amehia]

Yes.

[Derek Abayate]

Or however you define it.

[Best Amehia]

Yes.

[Derek Abayate]

But what if you are not? You can't become successful.

[Best Amehia]

For me, I can only. Only tell you the way that I know. I'll say it's the only way best.

[Derek Abayate]

If I look at.

[Best Amehia]

If I.

[Derek Abayate]

If I pay close attention to what you've told me.

[Best Amehia]

Yes.

[Derek Abayate]

And I visually get into the life that you had. Mom and dad did not have much.

[Best Amehia]

Yes.

[Derek Abayate]

You saw an opportunity to be around people who are wealthy.

[Best Amehia]

Yes.

[Derek Abayate]

And then you learned a few things.

[Best Amehia]

Yes.

[Derek Abayate]

You wanted to get yourself in there.

[Best Amehia]

Yes.

[Derek Abayate]

So the conversation can only be financed. Right. So when you were saying that things started working out, the opportunity you saw in. In the office and then you made that decision. It was because you're looking for your head. You're trying to get.

[Best Amehia]

Your head tells me, oh no, do this, pay this amount. Pay, do this. You know what to do. See, without it, you guess. You do a lot of guesswork. Then if it doesn't work a couple times, you get frustrated.

[Derek Abayate]

Okay.

[Best Amehia]

And that's why people turn 70, 80. And you know the poor. But you see the world does is precision. It turns three years to a month.

[Derek Abayate]

So can you be in. Can you be a Bible believing Christian and still be broke?

[Best Amehia]

Absolutely. Okay.

[Derek Abayate]

Do we see that a lot?

[Best Amehia]

I think they are more. More broke Christians.

[Derek Abayate]

Okay.

[Best Amehia]

Yes.

[Derek Abayate]

Thank you.

[Best Amehia]

No, no, no. You are being something. But we have countries with oil that are poor. They also have countries with oil that are very rich.

[Derek Abayate]

Yes.

[Best Amehia]

It's what you do with it. Your speech tells you, but no action. It's what you do with it. It's nothing. You always be telling you. Or it's of course always tell you you are too lazy or you're making excuses, or you want to do it tomorrow instead of now. You know, time is also a factor.

[Derek Abayate]

What is it about rich people that poor people need to pick up?

[Best Amehia]

I think they are thinking poor people. We are too engaged. It will not happen in our life. And none of these things is Bringing any value. They are busy for nothing. Rich understands the value of time. A typical rich man understands what an hour is. 60 minutes, you know, only three hours, you poma is like five minutes. They don't know what 3:00pm to 4:00pm is. Everything sounds, don't worry. That's the huge. That's one major difference. I personally have seen with some more successful people. They understand the value of time. And my mentor, Bishop Yedibo, one thing I learned from me a long time ago was value of time. He said what changed his ministry. Most men just started ministry travel to the USA and he realized that five minutes on American is five minutes. They won't spend five minutes, ten seconds with you extra. He said that changes life. Say if he fixes a meeting with you and you are two minutes late, he knows that you are not serious. If we all value time, we will achieve way more. Even if we make mistakes, we make music faster. It sounds far from weird, I know.

[Derek Abayate]

No, it's profound.

[Best Amehia]

I love it.

[Derek Abayate]

But somebody also says that time is an illusion. It doesn't exist.

[Best Amehia]

It does, it does, it does, it does. Especially as young people, we have very limited time for a man, a young man. When you are, when you have your first child or two, a lot of things you want to do, you can't do them anymore. So your single period, that's the only time you have to take risks, to go crazy, to have crazy ideas and even fail. There's no pressure. You can make all the mistakes, go wild. A time will come you can be as creative. Even if you are the most creative person, a lot of pressure, a lot of, you know, bills, a lot of, you know, would limit how crazy, how wild, how creative. That is why you know, as a young person, it's very important to be audacious. Because even if that's you put you in trouble, you come out of it, you still have time to go again.

[Derek Abayate]

Do you really believe that you are working in your purpose 100%?

[Best Amehia]

Yeah, it sounds easy to say, but it's what can you do that you know? You know that this thing, I'm really good at it. Anywhere they put me, I'll still be a star in this. If I see other people are doing this, yo, I can challenge them in this, you know, and also what you do effortlessly that you really enjoy. That way you don't get burned out. That is why I really do not fear or envy competition. I don't get bothered because you are coming to my place field. You're coming to where you know, I really enjoy this. I really know this. I started enjoying it. I really know this thing. You know, I didn't just stop. It's not only trend for me. It's not because, oh, this is in vogue. Let me do it. It's something that I really know and it's, it's nature to me that comes natural.

[Derek Abayate]

But like, how do you know, how do you recognize that this is going to make me money and then go after it? Like, how do you make that decision? I ask that question because you have the music aspect of your company and then you have the podcast aspect. How do you decide that? Okay, as someone, you know, who is in the creator economy as well, this is an aspect that is going to be booming in the next few years. So let me get myself in there. How do you decide that?

[Best Amehia]

Thank God for the Internet. You know, before glitch started, I was always surfing the Internet, looking at what works in other markets and what no one is paying attention to locally, you know. Okay. I think that that's actually the value of why Africa is still very potent. Because a lot of things will come here five, ten years later.

[Derek Abayate]

Yes. But the problem is sometimes you can pick what works in the West.

[Best Amehia]

So yeah, I'm coming as a knowledge issue, you know, so discovering what is working there, what is my strength? What am I really good at? Okay, how do I. My strength. And this idea, it's not how do I replicate this? No. Okay. This idea, this idea, what speaks to me naturally with my spray, with knowledge, I have built the space, I've gathered that I can bring into my natural habitat and deploy to this local market, that it's how grits local products are made. You know, top companies I know, Flutterwave, Paystack, Childec, these are Nigerian billion dollar companies. They are not original ideas. The founders traveled at some point, maybe to Dubai, to America and you know, see this product, see this, this is valuable to these people here. I think it will make sense to Nigerians. But how do I Nigerianize it? That's knowledge now, because a lot of people just, okay, copy and paste. How do I generalize it first? What is my course strength? Most of them are either developers or, you know, it's. It has to be in your strength. Of course. I didn't just start Glee Sessions because it was in vogue at the time I started it. No, no one was doing it in Africa. It was just few brands like npr, Tiny Desk and Colors. Colors is a Belgian company. NPR is an American brand. And they were doing, you know, one was doing live music not live, live instrumentals. NPR was doing live music, but more acoustic version. And Nigerians, Africans, we like a lot of groups. You know, I still was looking, how do I bring this here? What's the best direction? First, I've already been experienced over the years, you know, like I mentioned, you know, maybe I didn't continue my, my, my journey over that time. I've since worked with Thames Fireboy. I've become a tour director, music director, you know, TV producer, head of production for TV stations. I've done a lot. I did a lot before Glitch, you know, I understand sound design. I'm multim instrumentalist, I'm a music arranger. I have this. I was really great at these things. Like, you know, when you think of these people, think of me. Before Glitch started, I had this foundation as a young man, you know, so. And I saw this idea, I knew my, my key strengths. So bringing it to what I already naturally am good at, it's natural to me. So when I borrow, okay, NPR colors, they are doing music, new form of expressions with my strength. I'm already a music arranger. I'm music director. So I understand music and how to create content, music content. So it was easy for me to just bring that experience to a new brand. I launched. So the first post I made was an instant hit because knowledge and working formula elsewhere. I localized it by doing typical Nigerian music. I wasn't trying to, you know, westernize. Worked instantly that way. Stress is reduced, you pray less. If you do your homework, you know, you forget about village people. If you really take your time to gain deep knowledge in that thing you're

[Derek Abayate]

trying to copy, you forget about who,

[Best Amehia]

forget about village people, you know, and people, even competitors, forget about them if you really, really know this thing. You know, we are Africa, we are continent of copycats, you know, most of us, we don't really want to do the artwork. We just want. Okay, what is popping now? Oh, this thing is trending. Podcast is trending. Let me start the podcast. Oh, beauty pageants. There's a misword now. It's Nigerian. Let's start a beauty pageant. It never works. Never works. Maybe one in a million, one in a thousand might work, you know, but what are the chances that. Well, also that you'll be that one that will succeed? The odds are naturally against you if all you do is copy. So it's okay to be inspired, you know, but copy, copying, you waste resources, time and all that, you know? Yeah. So I think I've always leaned towards my strengths, as if you listen to a glitch session or even a podcast.

[Derek Abayate]

Yeah.

[Best Amehia]

It has a lot of knowledge behind it. There's a lot of I know what I'm doing. So whoever I'm employing, I'm bringing to the brand. I know they know what they're doing. So you're coming to join this journey with me. Do you understand? So it's. It's not gimmick or not. It's not a game of we're not guessing or vibing as it's called these days. It's a lot of knowledge.

[Derek Abayate]

Let me stop you here for a minute. So if it's your first time watching Connected Minds or you have been here before but still have not subscribed, do us a favor, because majority of the people that watch our videos have not subscribed. This doesn't help us grow beyond what we expect. So help us by hitting the subscribe button. Thank you. Now, let's get back to the conversation. You know, I think when we're speaking, you met like, you made such a good point about how people jump onto things because everybody else is jumping on it.

[Best Amehia]

Right.

[Derek Abayate]

It becomes like, okay, this is the trend. Everyone is doing it. However you look at the dot com boom, for example, not everybody became a millionaire.

[Best Amehia]

Yes.

[Derek Abayate]

As you mentioned, you know, so what, what's the. What's always the differentiation factor that people should bring to the table apart from

[Best Amehia]

what they are good at? Okay. I think maybe I should start with, you know, looking at a brand and what it takes to really build or be a brand, you know, for a regular person. You know, I think if for someone who's maybe you're in school or you're young, you're just looking at your life, you're studying a course that you don't really like. You know, you're just in that space now. Like, what do I do in my life? I want to be a brand. I want. I want to be decent. That I think first. According to me, attention, okay, It's. It's a huge currency, you know, these days, it's capital. I think you cannot even monetize a brand if you don't have attention. And the right attention. Actually, attention is very critical. I think there's no business attention. Even the shop, you know, you need to know that that shop sells XYZ to attract customers, you know, but for a creator or someone who wants to, you know, exist online, attention is very huge, you know, but how do you ensure that that attention, it's something that, you know, is not burning you or really Exhausts you. So I think that's also where I'd say creating a niche that is natural to you. By natural I mean that, you know, these days a lot of people deceive themselves. You might be good at podcasting. You think, ah, what's really doing? It's not. That's not a big deal, you know, It's a big deal. You see, no matter how many shows I create, I will never study podcast. You know, of course I own top podcasts. You know, it's important to be true to yourself. Never lie to yourself, no matter how strong that induce. Know your strength and be very comfortable there. The world will come to find attraction in that thing, you know. Yeah, I think most people are competing in the field. That is not their strength. And they keep digging, they keep thinking. You know, a lot of people come to this digital era, the era of being in public, you know. Yeah. Being, you know, put yourself in what looks, convention and what seems like it's working. Yeah. So your question is question again. For those who don't have the differentiation,

[Derek Abayate]

you know, how do people really differentiate properly so that they can increase their success rate and what they pick as something they want to do.

[Best Amehia]

So I think we have underestimated the value of experience. You know, working under an established authority or brand or company or individual, there's a lot you learn just serving those who have walked the path that you intend to or you wish to or you pray to, you know, I think there's a lot you can learn. All the places I worked before I started Glitch, I decided to take the offer because of what they are, that is not just money, you know. For instance, when I left Silverbed after six years working, I got promoted a couple times, you know, moved to Lagos. All that next company I worked with, when I went for, when they invited me for interview, I saw that, that he loves structure. The first company I saw where people working there were driving cars, right. You know, first company I saw where they were clocking in. I devalue time, you know, there's aura of organization there, you know, I knew, okay, even if let's even they won't pay me lesser than I was earning there I would learn organization here I learn structure, you know. And you know, it was owned by the Lebanese. And in fact I think a lot of what I know now in terms of, you know, structure systems in growing a brand, managing humans, I learned it from that company, Cool fm. It is Lebanese. It's. They're very. They pay attention to details, you know, if Lebanese man makes this cup. You won't see any form of scratch. You know the things that typical black man would overlook. Let's just do it and go. No ensure that when it comes out it's the best. Until I left all their products were number one in Nigeria. Number one. Nigeria for number one. Number one. So three different stations in the country of two. You know, one individual as a brand that nobody could. Yeah. Because knowledge attention to details. But if you don't walk with or for structured establishments and you want to be CEOs too fast and be creators too fast. You want to be popular too early. You make too many mistakes, end up getting frustrated.

[Derek Abayate]

And there are a lot of them actually that in this day and age they get their popularity but they don't have any money because they don't know how to do it.

[Best Amehia]

Yes.

[Derek Abayate]

And then it becomes a very miserable life. Yes.

[Best Amehia]

For instance in Nigeria for Glee Sessions people wonder how we make money. We charge artists. You know, people want oh we should pay them not them paying you. I said I wonder how come they pay you to come on how's it possible Knowledge. The last place I worked was Cool FM under the Lebanese I saw how to monetize brand. You know they knew the business of radio and tv. They knew it at the back of their hands. All I did was just, you know do I was production director. I didn't need to understand the business because I was monitoring other departments. How do you make money? You're making billions every year for radio station to make billions. You know I was figuring out the business side of this radio station. You know how what are you doing differently? You know how come they're making this much money out? You know I said you know that helped me a lot. You know so when I said you know glitch I didn't need to enough I didn't figure out because I already have this this hard drive of knowledge. Yeah I knew what to do. A few weeks later I was ready people already paying me for glitch I didn't need to wait and you know pay XYZ post my content first post environment reaching out knowledge so but someone else will see my oh glitch is not viral podcast session is is a new they went they go on to launch they borrow money or take money from their parents or it starts and they are saying that but nobody's not working what is differently oh knowledge. They see the results they think oh it's not going to be just to put the studio put lights but you see the song Arrangements are sitting on every station. Because I had every experience working for a lot of artists. I did tour with Fireboy Africa tour. I was arranging his live performance. I understand live performance. It comes natural to me, you know, not just natural, I studied it. I really love. I also have unfilled experience. I know what, what version of a song, how to take it, the acoustic is it. I know what, how to remake, reimagine a song that will create a new level of awareness to that song. Song you already know. I can create a new version of that song that you love. This is a science behind it. I know all lighting to light. If we do the right song, the right lighting, these are things that came with experience, came with time. But you, you are copying my result. You miss it, you know? I know. First time I brought Ashake, the only time really he blew up after that, you know, the session till now is Evergreen. You know, I strapped the song down. The lighting was red on him. Just in the dark. If you watch, it feels like a worship song. You're talking about random what they talk about in songs. But you see, it takes a lot of knowledge, you know, to do that. But people replicate it. They replicate just let's just shoot this thing, come on. Or whatever knowledge thing. Taking your time to go through a process, go under someone. And when you are serving, if your job is, for instance, you are the accountant, for instance. I think if you want to own a company, shouldn't limit your day to day to just accounting other ways. How else can I assist? What else can I bring? You know, you might think, oh, I'm doing this. They only pay me to check the books. No, you're also learning when you finally decide to run a company, you know the value of those extra things you're doing or other people. You know, the value of checking on the security guy for not wearing the right, you know, shoes or uniform, for, you know, checking that. But if you only do the bare minimum, because it's not my father's company, because they pay me chicken change, I only come and do my bids once. It's 5pm, I'm going home. When you start your own brand, they

[Derek Abayate]

say you don't pay them enough. That's what our people say. The companies don't pay them enough. So when they come in, they also do the bare minimum.

[Best Amehia]

Yes, that is for people without vision. If, oh, you have a plan. I think the reason why you should take a 9 to 5 really is because you're on a journey. If you have a vision that working should be to really so give your best because you need it when you decide to manage people. This is now your company. I tell my staff a lot that one of the reasons why I think he also glitched worked pretty fast is because all the places I worked I gave them my all. I was start of the year many times recommendation later came from for when I was Silver Bed. The CEO Ben Bruce owns Silverbed Group gave me a recommendation letter recommendation letter a lot of times because I was doing more than way more than they paying me for. I mean way, way, way more than I was sleeping at the office even when I didn't need to. Although initially because I couldn't afford but even when I, you know could I just wanted to, you know to understand other departments, the engineering guys, why this you know, most times they are not around or someone goes downstairs. There's something that needs to be fixed that way I already understand okay science behind this just tiny knowledge. You need it when is now your own company? Yes. Because if you don't your humans would treat you. If you don't know a bit of every. When you own a company, you don't need a bit of every department. You are going to pay for it dearly because they will capitalize on that ignorance.

[Derek Abayate]

Right.

[Best Amehia]

So that's why the era of oh, you're not paying me enough. It's in the future you regret it because when you decide to leave, I don't have to work for anybody. Let me start my own company then you know, bare minimum. It's like habits. Even your own company you start putting bare minimum because you're already used to putting bare minimum. You can. It doesn't become oh it's not my company. Let me start doing working hard. I don't think it works that way. Habits are difficult to drop. It's like smoking, it's like robbing. It's like vices. It's difficult to drop. If you're a lazy person because you think oh I'm lazy because they are paying me this tiny now you get used to it. And then also people who are mid employ meat people also because standard for you becomes, you know that you start making up with prayers. Prayers cannot fix these things. Prayers cannot fix the things you should fix. Prayers cannot fix that. That's why you successful unbelievers successful, you know. Yeah. Because yeah there's a part, there's my part. There's a part that you as a human you have to play. No matter if you're a Christian, Muslim, Buddhist. Doesn't Matter, you know, nothing can replace that. Yeah, yeah.

[Derek Abayate]

It's interesting how when a person starts to climb the ladder of self fulfillment, they come to this realization, you know, that all the things you've mentioned here, you've. You spilled out here like amazing stuff. And it's also interesting how people who never attempt to, they can't get it right. Because to some people, some of the things you're saying.

[Best Amehia]

Yeah.

[Derek Abayate]

The door is not opening.

[Best Amehia]

Why let me use maybe the worst case scenario. You're there, you're here, you don't know anybody. Oh, I'm saying serve. Nobody's accepting you. No one is telling you you don't know anyone that can maybe like a mentor that you can serve on that or nobody. You know, there will be someone who I think necessarily might not be someone up there or someone who is popular or the company who is at the top might just be typical small scale.

[Derek Abayate]

Right.

[Best Amehia]

You know, nobody wants to start from A to B to C to D. People want A to R, then to S. Okay. Then to Z.

[Derek Abayate]

Okay. So I say that if you have a dream of starting your own business, the best place you can learn from is a small business where you have direct access even to the CEO.

[Best Amehia]

Thank you.

[Derek Abayate]

Because you will see how they run the business today. If you go in a big establishment. Boss.

[Best Amehia]

Yeah.

[Derek Abayate]

There are too many people and you never even get to see the owner of the company.

[Best Amehia]

Nah.

[Derek Abayate]

So when I was, you know, planning to start my business, I worked with Andrew directly. He didn't own the business. However, after the business owner, I saw Andrew and everything I learned in that small shop, he allowed me to do it. He gave me the freedom because it was just me and him and you know, one or two other people, you know, but people.

[Best Amehia]

Yeah, you're right.

[Derek Abayate]

People want to. They want to work for the BBC instead of working for my small company.

[Best Amehia]

Yes. And any. And they give you this one popular online. No, I don't want, I don't want to work here because it's not cool to put on the bio or to post. But that's not the goal, you know. And I think life is in phases in this stage. Okay. I'm working here because I want to learn xyz. Right. For this period while I'm here. It's okay if you say okay next year. I want to also work here because of X. You know? Yeah. Because success is like, because it's personal. Most people, social media, we want to do things that look cool.

[Derek Abayate]

Yeah.

[Best Amehia]

To the comment section.

[Derek Abayate]

Yeah. Best you've built a Successful media company. The Honest Bunch podcast has become very successful.

[Best Amehia]

Thank you.

[Derek Abayate]

And you know, you are sitting on my podcast, but I commend you for the work you've done.

[Best Amehia]

Thank you.

[Derek Abayate]

You know, I think almost episode gets people talking. The comments are crazy. People are gravitating towards what you're doing, at least from Nigeria. Amazing. But you built a podcast in Ghana as well. Run Bands and confessions. Yes, you did a few episodes. We saw it, but then disappeared. We didn't see it again. You had. You were in collaboration. In fact, the studio you're working with

[Best Amehia]

was with Jumbo Spaces.

[Derek Abayate]

Jumbo Spaces.

[Best Amehia]

It's amazing what's happened because the brands were bootstrapping. And I've always wanted to call it. I've always wanted the brand to be Africa centric, you know. You know, the name was very intentional. Which Africa? So I want. My vision is a platform where African creators get visibility, where we use the value of numbers we have in Africa. You know, whoever comes on network, enjoy African audience. And not just Ghana or Nigeria or Tanzania. My goal is round bounce gets on our channel and everyone in Africa gets to see these hosts and they are able to monetize that visibility to all these markets. From day one, I've always. That's my vision for. Even for music sessions, an artist comes on grid sessions and it gets not just African visibility, but global because digital and by grace of God, we have to do that. If you few artists sessions, you know, now, you know, we're trying to really flesh it out, the podcast session. So Ghana has been a very important market because, you know, most of our, most of our most successful sessions came from, you know, Ghana, Camido and the likes. It was very important market to us. But I think we. We scaled the podcast to Ghana wrongly, you know, so kind of the business wasn't, you know, working, right? So because we do a lot of audit, a lot of, you know, overview, we do meetings and say, okay, how's this looking? Is it right? How else can we do it? You know, and also that's the value of owning a company where you know, you know when to switch, you know when to, you know, you know, you know, I'm seeing the numbers, I'm seeing the back end. I'm seeing, you know, because the vision. Everyone working for Glitch understands the vision, you know. So, yeah, numbers are still great, you know, but the other side, in terms of production, you know, we weren't getting it right, you know, and so we said, okay, let's do it again. Let's, you Know, the way we've done it in Nigeria, you know, that model is working. We need to own some, you know, some things are really crucial. So I'm going to reduce overheads in the market. You know, I'm doing it, you know, since late last year until now. So in a few to come back fully. We want to come back and not just, you know, go seasonal, but we're here, it's home, you know. So when you think of bleach Africa here, it also feels like a Ghanaian brand. When you compete in South Africa, I think it feels like a South African brand because South African creators are getting platformed a lot, you know, the way every week a lot is going on in, you know, our content release in Nigeria. We want a lot more, you know, a lot more sustained releases, you know. Yeah. So that's really why we took a quick, you know, step up aside the controversies that happen on the business side of things. We need to get it right, you know. Yeah, we're coming back very strongly.

[Derek Abayate]

There's always some issues with businesses scaling.

[Best Amehia]

Right.

[Derek Abayate]

So sometimes like you start a business and you're like, okay, cool, right. I want to go to Nigeria, I want to go to South Africa. I want to go here. Clearly you've described that aspects of the branching off to come and do some things in Ghana has worked out.

[Best Amehia]

Yes, yes.

[Derek Abayate]

But majorly maybe the financial aspect.

[Best Amehia]

Yeah. I have to mention that. Yeah. I personally want to realize that scaling and growth are very different.

[Derek Abayate]

Okay, talk to me.

[Best Amehia]

You can be scaling looks like, oh, we are everywhere in new markets. We are not growing. Cruise is only measured by measured business. Are you making money from this growth, this scaling, this visibility, you know, else it's not affecting even the ventures that are profitable because you are drilling off the profits from that here, you know, of course, you know, we've some markets will be scaled up and won't experience growth like in Kenya and South Africa. But because Ghana is the first market so made that mistake. First market we ever scaled to, you know. You know, I also passion. I wanted to be in Ghana so fast. So I was really pumping a lot of, you know, personal funds, you know. But now, you know, and that's why the value of also learning early and they went to pivot. Okay, this is not working. Instead of pride, I don't want to take a pulse and do it right. No, no, that's other business runs down and you see a company that looks like all the way out and disappeared. You know, it was very important. I listened to auditors that oh, no, this, this is a wrong approach like this, you know, the creators that you want to ensure that they make a lot of money might not even scale fast because you were trying to recoup this a lot. We are pumping, so it's better you take this investment off, do it like this, you know, and thankfully we. There's a lot more clarity now. And yeah, apologies to our, you know, audience for coming back, like, very, very fast. Faster than, you know, anytime around. It's, it's, it's for real.

[Derek Abayate]

As a business owner trying to take your product to a new market, what would you have done differently?

[Best Amehia]

I think partnership, collaboration more than doing it alone. I'm not a fan of partnership.

[Derek Abayate]

You're not a fan of partnership?

[Best Amehia]

Yes. I, Because, Because I think people might understand vision. I don't like explaining too much because what I'm doing is. It's pretty much new, you know. Yes. And I tend to let me do it myself and I don't. I kind of did partnership a little bit and didn't work because partnership only is only partnership. If both parties are looking at each other, we are aligned. This is what we're going to do. But if. Oh, when. Well, this is quality partnership. But you are trying to use me or I'm trying to use you at some point, you know, would have to fight or quarrel, you know. Yes, I think the right partnership, what I would do, but also clarity. You know, I think if you want to also partner both parties into seats and be honest, get clarity of this is what I'm really going to do. Sometimes even contracts do not take away clarity.

[Derek Abayate]

I see.

[Best Amehia]

You know, contracts do not. Both parties need to really be honest. In both partnerships will always be the best way to, you know, to. Especially for digital companies or brands, you know. Yeah. Even aside digital companies, you're partnering or you're licensing, which is almost in the same family, or you said, okay, use my image and likeness, but in the back end, we are doing xyz. You know, those are two ways. I, you know, I've looked at that. You know, it's. For me, it's not what I like to do. I rather finance every market. I go to myself. In a way it's smarter and faster

[Derek Abayate]

to collaborate in Africa. Collaborate. Does it usually work?

[Best Amehia]

It could work. It could work if we are just honest with ourselves. Of course, I've made a lot of mistakes and I wouldn't say partnership that it is from the other person. Some have come from me. But the thing with the learning is it's very important to yourself the truth and know when it's your fault. You know, you know, many of them, maybe because you're in a bigger brand, you tend to think every other person is the one who has a fault. Maybe I was a bit too proud here, you know, maybe I'll, you know, yeah, all that, you know, it's very important. Yes. I also learned a lot from that. So in new markets that, for instance in South Africa, of course, we always get a lot of offers or let's, let's, let's do this together in uk, let's come to all that, you know, because of the clarity, you could have learned what I've learned at that time, when I started early, started scaling early. So I've learned a lot, lot in the past and now future collaborations, it's easier, you know, what to avoid, you know, but it's always better to collaborate because doing it alone, it's a lot of, you know, stress. You pump a lot of money into it a million times, you know, your creators or the business might suffer for it.

[Derek Abayate]

What have you seen about the creator economy in, in Africa that you think creators are not aware of in terms of monetizing their brand?

[Best Amehia]

I say two things. Let me just say the most weird ones is doing for doing sake. I think a lot of people think their creators are not. They just want to post something, you know, I think, you know, even for podcasts or other forms of content formats, we need to think a lot about the original idea of what I'm doing. How unique is this? Will anyone give me a million dollars for this idea? If you are the one with the million dollars, would you buy this idea, this content format, Think very long term. You know, of course it's okay to be inspired by any content, even mine, even any of the sources in the global podcast. But ensure that aside putting a twist, you create a unique version of that, you know, that is so unique that you struggle to look to trace the reference. You struggle to say, oh, it is stolen from this, you know, so unique. Primarily because of the future of that content, time will come where a lot of international brands, $110 million, $20 million, they're already happening in the U.S. you know, oh, come, let's just license this to Amazon, to Netflix. Give me a two year contract, Give me a year contract. I'll pay you $5 million for this. They only pay formats, shows who have undeniable formats. That is so unique. You know, part of this is why we're also, you know, reshuffling of our shoes Format is very important. You know, of course it's great to have viral, you know, viral shoes, but format is important because that format is what you can sell. You can replicate.

[Derek Abayate]

Right.

[Best Amehia]

You can do different versions of it. Thank you. Netflix can do spin off of it because the original idea. But if you are just copying because, oh, Round Dance is trending, let me just do another band and whatever you get, we won't stand the test of time. You might be looking local, whatever, but everybody wants to maximize their products. Right. Everybody wants global visibility in everybody. It is important to ensure that it's unique, you know. Yeah, I think the best way to be unique as a Ghanaian or Nigerian, as an African is to feed the local market, local audience, the everyday people, you know. Yeah, I think nobody can, you know, you can't beat that. You can beat that. And it takes a lot of simplicity to create content that feeds the uneducated, the. The threshold drivers, the orcas, you know, unfortunately, for instance, the Honest Bunch podcast, if you, if you on the streets, people, KK drivers watch it, you put on this bunch, you know, people who typically will not listen to podcasts, you know, because content is educative but simplified sometimes put a lot of razzmatters drama here and there, you know, we'll ensure that the format is undeniable anywhere in the world. You see your next bunch, you know that this is a glitch. Africa Studios on Xbox, you know, this Honest One podcast, it's not even a set before I take them to another set, you know, now just change the set. Change set three times already, you know, because it's not in the set is in the shoe format. Nobody can be Jericho and Derek.

[Derek Abayate]

Yeah.

[Best Amehia]

No matter how the world's AI decides to come, Derek will always be unique. You get. Most people decide to copy Kabi or whoever instead of just, oh, figuring out their strengths and amplifying it to the best possible, you know, in the best possible, you know, models. Yeah, yeah. I think, you know yourself. I think that's what most creators and would be creators, those who want to be a creator need to pay attention, to spend more time finding out your uniqueness. Then maybe borrow global strategies that may be the direction of the video, the transitions that can be copied. But you see the content itself, the format has to be as unique as possible. And I think we also need to be more audacious with our creative executions. Yeah, I think we are too lazy. We want to do it the easiest way and just say something crazy so that, you know, crazy will come and go. You know, but if it's unique enough, over time, you do the best. Minimum. Yeah, for this, I'll keep doing what I'm doing for a long time because I really enjoy it and I know it. Anywhere in the world. I go and start a show podcast, it's always be on top because I really, really understand the science behind what I'm doing. You know, thank God I'm not a podcaster. I don't have to be. I'm never fighting creators of the mic. It's not my thing. I will never be. So my body is scratching me. Let me not be podcaster. It's not my thing. I know my parts, I know where I belong. So I'll continue to be the king of, you know, my thing. Really? Yeah. I think it's important that everyone knows their strengths.

[Derek Abayate]

No, I love it. This has been an. It's been an awesome conversation. Awesome conversation. Now, is there anything we can still speak about that I haven't asked you?

[Best Amehia]

I like to, you know, speak to young people who have been distracted by the new definition of success. Flamboyant flashing lights, flashy cars, success that you don't know what they are doing, you know, this is their new definition of what success is what everybody aspires to be. Oh, I want to build this for young men specifically. Oh, I want to make money and just be able to carry this girl that I like or I want to get this car. I think it's an endless loop that when you really get there, realize that there's nothing exciting about this really, you know, so it's important to find purpose early, you know, and I, I promise you make money from that purpose. I promise you make sure you are very good at it. Don't go in a rush. Dedicate. Oh, this year, let me study. This is easy. AI ChatGPT will give you pages of deep insights, you know, tutorials, study, invest money in, you know, lessons, pay for courses, really be good at it. I think young people need more education in these new creative arts, you know, but we keep seeing, you know, questionable models, people who you can't even describe how to make money. Okay, you have the latest cars, you live how they say, Glory to God. God, that's, that's. What is that you get? Yeah, yeah. I think that illusion, we, you know, we need to. That's really why people like you and I and even people need to speak more. We need, we need to. Yeah, because if we do not, it's going to be really bad, you know? You know, at least growing up Wasn't that, you know, rampant? So now there's a lot of CEOs

[Derek Abayate]

online, especially when you go on LinkedIn.

[Best Amehia]

Yo, a lot of CEOs, people who just left school last year and now founder of. You know, everyone is in a hurry to be role model, and people are

[Derek Abayate]

using AI to create something. They'll create something right now and say, I'm the founder of.

[Best Amehia]

Yo, people are in a hurry. There's a lot.

[Derek Abayate]

Just.

[Best Amehia]

There's time. Oh, there's time. I worked for 11 years, different companies, different companies. I had. That was my nine to five weekends and nights. I had all I was doing music, you know, going to studios with celebrities, arranging music, going on tours. I'll travel with Fireboy to tour in different countries by Sunday night. We're back. Morning, money. I'm back to the office. You know, these experiences. There's a period where you are not the superstar. You are not the boss, because you are learning. You are learning. Imagine then, because I'm seeing Fireboy, seeing Thames, I'm seeing the. I want now I think I can sing. Like, that's what people do. Because you've seen these people, you know, you are not too close to them. You think, oh, what are they really doing? It's not just to sing. They become musicians. That's what I was talking about. Telling yourself the truth. Doing that. I. I knew. No. Okay, good. They're successful at these. They're superstars. Come on. I won't start using the track because Fireboy is my friend. Or Future Fire. No, I was.

[Derek Abayate]

I was speaking to Chide, and he said, as human beings, we tend to lie to ourselves a lot.

[Best Amehia]

A lot.

[Derek Abayate]

We don't like to tell ourselves the truth.

[Best Amehia]

We think we are what we are.

[Derek Abayate]

Not the same way as when people are telling us the truth. It kicks us really bad.

[Best Amehia]

Yes. And we dismiss it. Yes. Tell yourself the truth. Yeah. Oh, you're not that smart. It's fine. But you can be. The moment you realize that this is where I am, that's the beginning of freedom. This is really where. At least you realize that, okay, this is where I need to be. How do I build the blocks one after the other? But many people never, ever come to that realization. Oh, they think, what is that guy doing? It's not a big deal. I can do it.

[Derek Abayate]

Wow.

[Best Amehia]

You cannot. I'll tell you for you. You cannot. Yo, you cannot. There are a lot of things I've studied in Nigeria. For instance, when I started podcasting, everybody started doing podcasting. I used to watch a lot of movie trailers a lot movie trailers. What movie trailers does is it creates an illusion of the movie that sometimes movie trailer is even more interesting than the movie. You know I thought I could bring this to podcasting nobody it wasn't a thing. So I brought it to the honest bunch. If you watch on his bunch when I started it it wasn't a thing. You see the trailer first of all something so I show I started it. I did it myself. Wasn't I created it. Yes, I posted the first one went crazy. People were waiting for this episode to drop. Because I create imagine someone who's trying to copy me.

[Derek Abayate]

Yeah.

[Best Amehia]

You either spend so much money looking for someone that would that will try different formats. If you get it for me. I I just took one Saturday night I went to the office the editor's laptop. I was doing it myself. I found what I wanted experience. I've done sound design many times. So for little concerns. That is why I you know at least tell yourself the truth. But even when I did that copying it. You know what I do is every season I create a new format of that you catch up, you keep catching up, you keep catching up while because I already have a bank of experience I'll keep adding more. I'll keep adding more. You keep spending way more to catch up with me because you need more guys. I'll just keep. All I need to do is just teach all of my boys the new whatever and they're doing it. Or sometimes I even do it myself. For instance, the new season I've missed touching. You know, softwares on it doing motion. I did it myself. You know, I just went to the car. I was pretty busy that period. I parked. I told them don't give me the address. I designed it. Check millions on TikTok Twitter millions. Of course you get Someone is already trying to copy that already right now I'm pretty sure you get well see that's the loop. But if you know where you are at time this is my strength. I can be the best here. What resources? What training do I need? You know. You know, I think everyone will be happier. Awesome.

[Derek Abayate]

Awesome. Motivation or discipline? Motivation or discipline in the pursuit of greatness.

[Best Amehia]

Discipline, discipline, discipline. Because there are also things you know that sibling will help you when results start coming. You know, you can get a lot of distractions. You can do vices that you never imagine you would like carrying things that you never thought you would be able to carry, you know. Yeah. Like getting addicted to things that typically, you know. But discipline kind of helps you you know, keeps you in check.

[Derek Abayate]

Awesome. Thank you so much for your time, pleasure.

[Best Amehia]

Hope I kind of. Oh, no, no, no.

[Derek Abayate]

You did amazing. You did amazing.

[Best Amehia]

Thank you.

[Derek Abayate]

Like I said, today we are in Lagos, Nigeria. For my viewers and to my listeners, thank you for making it to the end. And drop a comment below and let me know if you made it to the end. And if you haven't subscribed, please don't. Thank you. I'm out.