The Chief Executive Officer of 3 Media Network, organizers of 3 Music Awards, Baba Sadiq has said if not for some friends around him who made it a daily duty to motivate him, he would have called the awards scheme off two years ago after Medikal and Joey B lashed him out on social media over monies he owed them.
It would be recalled that the two musicians demanded for what they termed as remaining of their performance money on twitter few months after the 2019 edition.
Reacting to it in an interview with Lexis Bill on Joy FM’s Personality Show, Baba Sadiq said “There was a time I said to my people when I come back into this world again, entrepreneurship, 3 music awards will never be part of me, I will never engage myself into it again. I almost gave up at a point when everyone keeps pulling you, it’s terrible. At a point when I said I’m done with this was after the Medikal tweet, we were owing him some balance and it was taking some longer time to pay, you know artistes or creative people, he didn’t understand it so he pulled out a tweet and it got everybody talking.
“But it wasn’t even at that point, it was after I basically reached out to him for a conversation and his manager had some harsh words for me, I looked myself in the mirror and I was like, what, why, I was wondering, what wrong did I do? But we are cool, and we’ve scaled over that”
Explaining the reason behind why the awards scheme was taken off TV3 – a media sub diary of Media General, Baba Sadiq explained that, “Actually we didn’t leave TV3, we were sacked. We were sacked, this matter. So after the first year, we had started discussions towards the second year of 3 music awards and at that time, 3 music had run on TV3 for over a year. So we started discussions, everything was going on well and they got a new commercial manager. So when the new commercial manager came in we had picked up the conversation and we were meant to break our comms in November and we reached out around October to let them know that look we did something like this last year, we’ve already started preliminary conversations and we were looking to finalize it so that we can proceed and break our comms on the 1st of November,” he narrated.
“When he came in and found that TV3 didn’t own the brand, he sought to…he made a proposal that the brand media general own equity in the brand and it was two weeks to the break of comms so we came back and told him that equity conversations are not walk in the park. We made him aware that we understood what we were doing… So we asked whether he wanted equity or maintain the contract 3 music has with TV3 and he said equity. Then we said boss equity conversations are difficult so back and forth we don’t know the information the CEO got.”
He continued, “One of the days we got to the studio to produce the content because we had built a new set and signed on some new clients then some members of the TV3 team walked to us and said you guys can’t shoot here, you’ve got to leave because there’s been a circular on email that 3 music should be taken off air. Up until now, I don’t know the whole story behind it and they’ve never given us the opportunity to explain or discuss it. So we were filming and just around the evening, the CEO walked to us and indicated that we can’t be there and we have to leave. So we were taken off air and although I tried to get to the CEO to have a discussion with her, the head of entertainment went in and came back to tell me she doesn’t want to see me”