In the ever-evolving landscape of Afrobeats, where viral moments dictate momentum and co-signs hold the weight of gold, there exists a quieter but equally potent force— the music executive. And at the heart of Nigeria’s indie music scene, Obeten Efa-Yemiode Eteng, better known as El Funcraig, has been orchestrating a silent revolution.
As the CEO and founder of Born Legends Universal Empire (BLUE Music) — a label that has steadily grown into Africa’s leading indie powerhouse since its inception in 2017 — El Funcraig is not just pushing artists; he’s crafting legacies. His roster boasts the Afro-Fusion dynamo Retroviral, whose recent smash hit “LOOKMAN” featuring Evih didn’t just flirt with the charts — it stormed in, debuting at No. 11 on the Nigeria Deezer 100 Top Songs within a week of release.
But beyond the numbers and streaming milestones lies a man deeply rooted in the art of collaboration. “Being a music executive and producer means bringing together talented individuals — artists, music directors, videographers, and producers — and making magic,” he says. It’s a philosophy that feels both simple and seismic: build strong relationships within the industry, and the music will follow.
El Funcraig’s approach to BLUE Music is more than just business; it’s passion layered with precision. His decade-long industry experience has shaped a label that doesn’t merely chase trends — it cultivates artistry. The strategic partnership with Azuri Music Distribution has only added fuel to this mission, ensuring BLUE Music artists like Retroviral have both the creative freedom and distribution muscle to make their mark globally.
In an industry often obsessed with the next big thing, El Funcraig remains focused on building a solid foundation — a space where indie artists aren’t just “emerging” but thriving. “Music is something I take so much pride in,” he reflects, and that pride resonates in every strategic move he makes, from A&R decisions to bold collaborations.
As Afrobeats continues its global ascent, executives like El Funcraig remind us that behind every viral hit and every rising star, there’s a mind — steady, strategic, and relentless — pulling the strings. And with BLUE Music steadily gaining ground, it’s clear that El Funcraig isn’t just playing the game; he’s reshaping it.
Welcome to the BLUE era.
