She’s the daughter of a billionaire–glam and fabulous–but nothing in her career journey spells nepotism. While she could’ve taken one of two stereotypical paths many children of wealthy, affluent parents take–a life of extravagance and leisure or that of a ready-made cushy job of prestige–she chose a nontraditional and oftentimes hard-knock one.
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Born in Lagos, Nigeria and educated in the U.K., Florence “DJ Cuppy†Otedola has one of the world’s richest businessmen on speed dial–her father, Femi Otedola, chairman of Forte Oil PLC, who has a reported net worth of $1.6 billion. Instead of getting into the very lucrative energy industry, she followed her heart to spin hits around the world for powerhouses of entertainment, media, and business brands including House of DVF, MTV Africa, Tatler, Christie’s, and the Financial Times. She was the face of a major tourism campaign for a country boasting one of the top emerging economies in the world–Nigeria–launched House Of Cuppy exhibitions with Africa’s top entertainers, landed an internship at uber-cool entertainment company Roc Nation–the savvy brainchild of hip-hop icon Jay Z–and launched her own entertainment imprint, Red Velvet Music Group, all before the age of 25.
BlackEnterprise.com caught up with this young global phenom during a break from her master’s studies at New York University to talk about her inspiration to pursue a creative career, how she responds to haters who attribute her success to her last name, and how she’s working to expose the world to today’s Neo-Africa culture and music.
BlackEnterprise.com: You’re becoming quite the international sensation as a young boss and entertainer. What initially inspired you to choose music and DJing?
I think my inspiration comes from passion. I was born in Lagos, Nigeria–a city filled with diverse culture and one that is positioned as one of the highest content-producing countries in Africa. Growing up around a creative environment, my love for traditional music grew at a young age. My parents had us involved in arts, music, and drama, so as child, a love and respect for our rich culture was put in me. When I moved to England as a teen, I had a connection with my continent’s music that has stuck with me even to today. It’s amazing to now be in a field where my job is to make amazing fusions of sounds and work with people’s content. I always say, “find a job you love and you’ll never work a day in your life.”
You’re currently a student at NYU getting your master’s degree in music business. Why continue your studies in New York, and how have your studies played a role in your work as a DJ?
The move to New York was prompted by the fact that I wanted to gain new experiences. I like to consider myself a sponge… I like to travel and learn new things while taking a piece of Africa with me. It’s been exciting introducing this side of the pond to the Cuppy brand. The plan is to learn as much as I can and find fusions that I can take back home from my experiences abroad.
Your father is one of the most wealthy people in the world, having become a successful businessman in energy. What business and career lessons have you learned from him?
When I said I wanted to DJ at age 16, he said, “Well, you must be the best.†I’ve always had ambition, and I’ve seen my parents work very hard. We were raised with a strong work ethic, and there’s a lot of healthy competition in the family. My dad always challenges me to be the best version of myself. In an environment like the music industry, it’s a fast-paced environment where there can be comparisons to measure how successful you are. I’m challenged to be the best Cuppy, not anyone else.
My dad has also always stressed to me that anything worth doing is worth doing well–to strive for quality not quantity, making sure you’re consistent with what you’re trying to achieve. Rather than being a master of all trades, you’re focused and invested in doing something great that can grow and progress. Even though I’m expanding my talents in different ways, I’m also focused on having a core set of skills that I’m invested in and improving.
Find out more on DJ Cuppy’s top career lessons and how she responds to naysayers who attribute her success to her billionaire last name on the next page …
(Video via House of Cuppy/YouTube)
What’s your response when people see the things you’re doing and the progress you’ve made and attribute it to the influence and affluence of your father?
I [know some may say] “It’s so easy for you. You have all this access and these platforms at your disposal.” Yes, it’s fantastic having what people perceive as financial [or influential] support, but it’s not only about that. The thing that has helped me the most is the moral support I have from my parents.
Also, my talent speaks for itself. As much as one can be seen to have platforms and access, those things can open doors, but without the skill, the passion, and the hard work, those doors will not remain open. I’ve gone from strength to strength; the level of ambition I have and love for what I do is very high. A last name can only get you but so far. After a while, it’s really about whether you can do what you do without just leveraging off the name.
With all that you’ve accomplished–from global touring, launching an entertainment brand, and honing your craft–you’re also interning at Roc Nation. What’s been your experience there?
It’s my second year, and it’s an amazing experience. Being at a company at the forefront of the music industry, there’s always so much to learn, and the takeaways are the exciting prospects they have for the African continent. Overall, the idea of a company like Roc Nation giving African artists access to a platform in front of an expanded market is amazing.
I also have been able to go in, work, and explain some of the things going on in Nigeria, and then learn how we can improve our industry. It’s great to step away from being the talent and find out how management is the backbone of brands. It’s just a super-amazing experience.
You’ve talked about taking a piece of Africa with you wherever you go, and there’s this spotlight on the continent in recent years that isn’t just focused on problems and issues but on the growing economy and the continent’s international cultural influence. Talk about your role in showcasing more of that on a global scale?
Nigeria is now the biggest economy in Africa and one of the most populated countries in the world. With that high-level volume of content being produced and consumed, there’s so much for people to discover.
In 2014, I’d put out a single called “I Love My Country†and it was inspired by a traditional folk song that I remixed. It revived the traditional song for today’s generation. That year, Nigeria had its centennial celebration and the song was sort of the official song for celebrating. The minister of culture at the time thought it was amazing, and I went to Abuja to discuss some ideas. Out of some of those discussions was a trip to Mexico, and I represented my country there. I think the ministry felt having me on board with what became the “Fascinating Nigeria†campaign represented the modern Nigeria–a young woman who is in a nontraditional profession but has traditional values, an education, and a cultural foundation.
A lot of young people who are originally from Nigeria but living abroad, over time they start to feel a bit out of touch with back home, and when they go back, they’re realizing things are very different. There’s still this hunger to explore the culture of today.
What would be your advice to other young women–both in Africa or part of the African diaspora–in forging a nontraditional career path and following their dreams?
Self-fulfillment is key. You should actively pursue what makes you happy. You know, I once decided my team and I would venture on an eight-country tour in Africa in the summer. It was completely unheard of and a logistic nightmare–a very ambitious project. Some said, “Well, Cuppy, why are you doing this? You could just stay in Lagos and DJ for the summer.†I said, “No, that’s not what I want to do. I have plans and dreams to fulfill.†Even though it was not the norm, I had to fulfill my dreams.
I meet so many young African women around the continent and they say things like, “I want to do this or that, but I’m not allowed to,†or “I’m not given the opportunity,†or some say, “I’m a girl, and I can’t do that.†These things frustrate me. I see so many women in New York who are power women, dominating their professions, and I’d just love to see more of that back home among young women. Stake your claim on what you want and go for it.