In an industry often dominated by competition, &friends stands out with its unconventional, heart-warming philosophy. ‘Our world and especially the music industry needs more kind, compassionate, vulnerable humans that have powerful stories to tell,’ says Sean Thomas, the driving force behind the collective, as we discuss their latest venture. This full-length album celebrates their track “Ode Ireti” and debuts new music from 13 undiscovered afro-house talents from around the world, showcasing a vibrant mélange of global sounds and stories.
Sean, with his keen eye for authenticity and passion, has sculpted a project that resonates deeply with the ethos of community and cultural fusion. This is especially evident in their latest album, which is not just a collection of songs but a celebration of diversity and creativity. ‘By selecting 13 remixes for the album, we aimed to extend this opportunity to a broader spectrum of talent, giving these up-and-coming artists a chance to shine on a global stage,’ Sean explains. This message is particularly important, emphasizing the value of not always focusing on the big names. Everyone starts small, and it’s incredibly rewarding to discover fresh, undiscovered talents – those hidden gems that you learn to find and appreciate.
And the release is a wonderful album that you can actually listen to up and down despite the actual repetition. Choosing a personal favorite isn’t necessary given the album’s overall excellence, but if I had to pick one, I’d find myself irresistibly drawn to the Peaty Remix. It truly captivates me with its distinct interpretation and energy.
In our interview, we talk about the beginning of &friends, the transformative journey of “Ode Ireti”, and the future vision Sean harbors for this lively collective.
photography by Austin Morales
For those new to your music, how would you describe the essence of &friends’ sound and the main message behind your collective?
I always find it challenging to answer a question like this, as interpretations vary, but at its core, our music embodies a delicate balance between the familiar and the novel. It’s a fusion of cultures firmly rooted in tradition. A concise way to put it, coined by someone else, is that we’re pioneering a new genre, “Afro Pop House, “and I feel like it’s spot on, as our music encapsulates our ability to appeal to both dedicated house music enthusiasts and mainstream music lovers alike.
Ultimately, our music aspires to serve as a bridge connecting people from diverse corners of the globe, evoking emotions they may not have realized they were missing.
Sean, as the leader of &friends, what drove you to start this project, and what is your long-term vision for it?
I’ve had quite the peaks and valleys of a journey in the music industry over the last 15 years, but when COVID hit, I felt an undeniable urge to return to my true passion. As I embarked on conceptualizing this project, I knew it couldn’t simply revolve around me as a solo producer and DJ. It needed to possess a more profound meaning, a greater sense of purpose, and a commitment to supporting immensely talented individuals who may lack the necessary resources to succeed in a competitive and highly saturated musical landscape.
I realized that my North Star is collaborating with and empowering artists.
I’m thrilled about our upcoming full live show tour next year, featuring Phina, Oluwadamvic, El-Jay, and Young Dotun singing live alongside instrumentalists, with plans to incorporate a full choir eventually. We’ve also successfully launched our in-house management agency, with three exceptionally talented artists already signed, and we’re currently in the process of producing solo albums for Phina and Oluwadamvic, set to release next year. (Trust me, Phina is poised to be the next Rihanna, and Oluwadamvic has all the potential to follow in the footsteps of fellow great Nigerian artists such as Burna Boy and Davido.)
My primary long-term vision is encapsulated by the screensaver on my phone, which has remained unchanged for the past two years: “&friends, INC, bigger than Dre and Diddy in 3 years.” My ultimate goal is to create a musical dynasty that is firmly grounded in discovering and uplifting under-resourced talent, empowering artists worldwide to achieve their dreams by providing them with the necessary support and opportunities.
“In an industry where competition often takes precedence over collaboration, we’ve made a conscious effort to chart a different course—one where unity and support are paramount.”
After the marked impact of the original releases of “Ode Ireti” in 2022, how would you say “Ode Ireti” shaped the trajectory of the &friends project?
Wow, it’s truly remarkable and incredibly humbling to witness the profound impact that “Ode Ireti” had on the trajectory of the &friends project since its original release in 2022. It was the song that allowed us to break through the clutter of the music industry and solidify our presence. I’ll never forget the moment when I woke up to hundreds of DMs and texts from friends, especially after the unforgettable Keinemusik set at Burning Man, and the continuous outpouring of support from fans worldwide with their enthusiastic olele’s.
What makes this journey even more special is the way in which “Ode Ireti” has transcended borders and brought the voices of our Nigerian family to audiences around the world. It was undeniably the launchpad for our journey, and the most exciting part is that we’re just getting started.
What is the story of “Ode Ireti”?
“Ode Ireti,” which translates to “Hunters of Hope” in the Yoruba language, is a poignant narrative written and sung by El-Jay and Oluwadamvic. It unfolds the tale of a young boy hailing from a humble village, grappling with the challenges of life and searching for a path towards a brighter future. Despite facing numerous hardships and moments of despair, he clings to a glimmer of optimism that tells him he is not alone in his struggles; there are others out there who share his journey, and he is determined to connect with them.
Why do you think “Ode Ireti” resonated with so many artists and listeners around the world?
Without even understanding the meaning of the lyrics, I think people felt it with their hearts, especially with the chants of ‘Olele,’ it made it easy for crowds to grasp onto and sing from the bottom of their souls. We all come from the same roots, and the frequency of this record was able to make people feel that.
It’s beautiful how it became more than just a song; it became a unifying anthem that transcended borders and languages, reminding us all of our common roots and shared humanity.
“I aim to create a musical dynasty grounded in discovering and uplifting under-resourced talent.”
Prior to announcing the ‘Ode Ireti Pt. II’ album of remixes, you launched a contest for producers to submit their own take on the original “Ode Ireti”. After receiving the submissions, what made you decide to release 13 of them as an album?
The decision to release 13 remixes of “Ode Ireti” as an album was a result of the overwhelming response we received when we launched the remix contest. We were truly astounded by the sheer number of submissions we received, which exceeded several hundred. Listening to the diverse interpretations and creative expressions of the original track, it became abundantly clear that limiting ourselves to just a couple of releases would not do justice to the incredible talent and passion of the participating producers.
At the heart of our project lies a deep commitment to collaboration and providing emerging artists with a platform to showcase their skills and creativity. By selecting 13 remixes for the album, we aimed to extend this opportunity to a broader spectrum of talent, giving these up-and-coming artists a chance to shine on a global stage. It was a celebration of artistic diversity and a testament to the power of collaboration within the music community.
What was your selection process like when choosing the winning submissions for the Ode Ireti Remix Contest?
I’m not going to lie, this wasn’t easy, but what I was really looking for was production value, uniqueness, and cultural diversification.
First and foremost, we placed a strong emphasis on production value. We were seeking remixes that showcased a high level of technical skill and craftsmanship. Uniqueness was another crucial factor. We were looking for remixes that brought a fresh and distinctive perspective to the original. We wanted each submission to offer a unique and innovative take on the song, adding a new layer of creativity.
Cultural diversification was also an important consideration. We aimed to represent a wide range of cultural influences and perspectives in the selected remixes, reflecting the global appeal and resonance of “Ode Ireti.”
Ultimately, the most challenging aspect of the selection process was narrowing down the choices. The sheer volume of outstanding remixes made it difficult to choose just 13 winners. There were at least another dozen remixes that easily could have been selected, which is a testament to the incredible talent and creativity of all the artists who submitted.
“Our music embodies a delicate balance between the familiar and the novel. It’s a fusion of cultures firmly rooted in tradition.”
What was the most interesting and rewarding part of listening to all of the submissions for the contest?
Listening to all the submissions for the contest was a genuinely eye-opening experience. What struck me the most was the sheer abundance of incredible talent that exists worldwide. It was amazing to see artists from all corners of the globe putting their own spin on “Ode Ireti.” It showed me that music knows no boundaries, and it can connect people from diverse backgrounds.
What made it even more fascinating was how different each remix sounded. It was like taking a journey through the creative minds of so many talented individuals. Some remixes took the song in entirely unexpected directions, showcasing a wide range of musical influences and styles. It made me realize just how limitless the possibilities are when it comes to music.
I couldn’t help but smile when I thought about how every artist brought their unique perspective and imagination to the table. It was a reminder of the beauty of artistic diversity and how music has the power to bring out the best in people, encouraging them to express themselves in their own distinct ways.
In the end, listening to all the submissions was not just about selecting winners; it was about celebrating the global community of musicians and appreciating the boundless creativity that flows through our world. It left me feeling inspired and grateful for the universal language of music that unites us all.
What is important for readers to know about the contributing artists featured on the Ode Ireti Pt. II album?
What’s crucial for readers to understand about the contributing artists featured on the Ode Ireti Pt. II album is not just their musical prowess but also the remarkable individuals behind the music. In today’s fast-paced, information-saturated world where millions of songs are released every week, it’s easy to overlook the human stories and personalities that shape the music we hear.
I truly hope that everyone who reads this takes a moment to delve into each of these artists’ work and gives them a listen. Each track on this album represents not only a beautiful piece of music but also the dreams, aspirations, and heartfelt dedication of these artists. They pour their hearts and souls into their craft, and their passion shines through in every note.
What’s even more special is that, having had the privilege of getting to know each one of these artists, I can attest that they are not only immensely talented but also wonderful human beings. Their dedication to their art is matched by their genuine kindness and authenticity as individuals.
My heartfelt wish is for each of these artists to see their dreams come true. I hope that they can continue doing what they love the most, creating music that resonates with people around the world. By supporting these artists and appreciating the people behind the music, we can contribute to the flourishing of their artistic journeys and ensure that their passion continues to enrich our lives.
“My primary long-term vision is encapsulated by: ‘&friends, INC, bigger than Dre and Diddy in 3 years.'”
Since inception, &friends has had a penchant for providing a platform for undiscovered, emerging, global talent. When discovering new talent, what do you look for in an emerging artist that you decide to bring into the &friends project?
The biggest thing I first look for, well I should say feel, is how kind their heart is, how driven and passionate they are. I always say obsession beats talent every single day of the week. Our world and especially the music industry needs more kind, compassionate, vulnerable humans that have powerful stories to tell. So that to me comes first, I need to love your heart, and if I do, and you’re creating things that give me goosebumps, that’s everything to me.
Another big thing I look for is an artist’s ability to tell powerful stories through their work. The music industry, like the world at large, needs more empathy, compassion, and vulnerability. I’m drawn to artists who have meaningful stories to share, who can evoke emotions and create a connection with their audience.
Ultimately, it’s a combination of heart, passion, and the ability to create music that resonates deeply that guides my selection process. When an artist’s work has the power to give us goosebumps and touch our souls, it’s a clear sign that they possess the qualities I value most. At &friends, we aim to foster a community of artists who not only create exceptional music but also contribute to a more compassionate and interconnected world through their art.
How do the &friends artists, remixers and those close to the project foster community within music?
Fostering a sense of community within the &friends collective, encompassing artists, remixers, and everyone closely involved in the project, is a core aspect of our journey. In an industry where competition often takes precedence over collaboration, we’ve made a conscious effort to chart a different course—one where unity and support are paramount.
One of the most exciting developments I’ve witnessed, particularly since organizing the remix contest, is the emergence of collaborations among several of the contest winners. This stands as a testament to our commitment to collaboration over competition. I created a WhatsApp group chat that brought everyone together, and it has been truly heartwarming to observe the genuine camaraderie and support that has flourished within this community.
However, it’s essential to note that our sense of community extends beyond just the music. It’s about the profound impact our collective efforts have had on the lives of our &friends family and our Nigerian crew. Witnessing these individuals experience transformative moments, from taking their first flight to attend and play our live show in August to the simple joys of jumping into the ocean for the very first time, has been nothing short of magical.
As I reflect on these experiences, I can’t help but feel a surge of emotion—goosebumps on my skin and tears welling up in my eyes. It’s a testament to the power of music and community to bring about real, tangible change in people’s lives, creating lasting memories and opportunities for growth. This, above all else, is what defines the spirit of &friends—a community that not only thrives in music but also enriches the lives of all its members, celebrating each moment and milestone together.
“The kindness and warmth in the messages from fans are unlike anything I’ve experienced before.”
We are curious, what is one impactful story from this year that has influenced &friends?
One particularly impactful story from this year that has left an indelible mark on &friends is our first live show in Egypt during the summer. It was a momentous occasion that resonated deeply with everyone.
Witnessing Phina, Oluwadamvic, El-Jay, and Young Dotun take the stage to perform live and deliver a mesmerizing 3-hour set composed entirely of original music was an experience that words simply cannot capture the sheer magic of that moment.
What’s truly remarkable is that this live performance marked the very first time they had ever sung live in front of an audience, and not just any audience—3,000 people in attendance. It was a dream come true for all of us, a culmination of hard work, dedication, and a shared vision that had brought us together.
And what is one story from a creator that has impacted you?
Just one story? It’s tough to choose just one because what has truly left a profound impact on me is the incredible outpouring of heartfelt and authentic conversations I’ve had with people from all corners of the globe who share their love for our music. The kindness and warmth in the messages they send are unlike anything I’ve experienced before.
The stories that so many individuals have shared about how our music is transforming their lives are deeply moving. It’s these stories of personal growth and inspiration that fuel my creative fire even more. They remind me of the importance of pouring my soul into every note and creating music with intention and vulnerability.
These connections and the way our music touches people’s lives are a constant reminder of the incredible power of art and its ability to forge genuine human connections. It’s a privilege to be part of this journey, and I’m motivated to continue creating music that resonates with people on a profound level.
What intentions do you have for &friends in the year ahead?
Well, it’s incredible to reflect on the fact that this past year was just the beginning, Chapter 1 of our journey. Looking ahead, we’ve got some exciting plans in store.
We’ve got huge collaborations with some of the biggest artists in the world, a couple of big official remixes for some of the largest pop stars, and next year we’re going to be kicking off the full live tour with a 10+ person ensemble.
So, as we turn the page to the next chapter of &friends, I’m excited to continue sharing our passion for music, collaboration, and innovation with the world. (smiles)
Thank you so much for your time!
