Joycy Ubi, a vocal coach and the founder of JoycyUbi Vocal Academy, tells KEHINDE AJOSE about her entrepreneurship strides
What were your childhood ambitions?
As a young girl, I had many ambitions. I have always had an eye for the finest things of life. At different times, I wanted to become a philanthropist, nurse, model, and a well respected music star.
At a point, I was involved in philanthropic activities. I also learnt a bit about nursing from my mum’s friend, who noticed my interest in the profession.
I model for fashion brands as well, and I am currently on my music journey. So, yes, I think achieved many of my childhood ambitions.
What educational qualifications do you possess?
For my elementary education, I attended Liberty High School, Benin, Edo State.
I went on to Apapa Junior and Senior High School in Lagos State, before going to Uselu Secondary School in Benin to complete my secondary education.
I later studied Maritime Engineering at the University of Benin. I am currently studying Music Performance at the Tenstrings Music Institute, Lagos State.
Why did you venture into music?
Music is life to me. I often joke that my body was made with musical notes and chords. I believe that I was born and called to do music, so it is safe to say I ventured into music because it is my best form of expression.
What services does your company render?
We teach, coach and train people to become great musicians. The academy kicked off officially this year, but it had been running unofficially for some time.
So far, we have successfully trained a number of singers in Nigeria, United States of America, and other African countries.
I am currently putting together a 15-day vocal mastery project to set the right pace for singers in their careers. I believe that no two people are the same, so I employ different teaching methods for singers.
What are the biggest errors creatives make when it comes to monetising their talents?
The first error has to do with placing more importance on money over value and content. There are many young people who would do anything to keep the money flowing into their pockets without thinking of creating value, and achieving long-term goals. People like that will only be on the scene for a short time, and go off the radar.
Also, there are some talented people, who don’t see the need to monetise their knowledge.
I recently had a conversation with a talented young man, and I asked him if he had plans to organise a webinar, through which he could teach people who are interested in his area of specialisation. But, he had never even given it a thought.
There is another set of people I call the, ‘the distracted’. These people are so talented and creative, but they cannot be trusted with resources or time, because they jump on every trend that comes by. They have no specific direction. By virtue of that, they lose credibility and patronage from potential clients.
Meanwhile, there is something consistency does to one’s craft and brand. Consistency births mastery. And with mastery, one cannot be neglected or sidelined.
Aside from the ones I highlighted above, there are many mistakes that creatives make when it comes to monetising their talent. In my own way, I try to enlighten them on better ways of managing their talents.
What are the greatest business lessons you have learnt over the years?
I have learnt a lot. However, one of the greatest lessons so far is that wisdom is the principal asset one needs to succeed in business. Wisdom lets one know when it’s time to save or invest. It also prompts one to carry out research as regards mastering one’s craft.
Also, I have learnt that when one goes alone, one goes fast. But, when one goes with people, one goes really far. When one’s strength fails, the people one walks with will stand firm with one.
Also, my parents always remind me to, ‘hold God’.
How do you handle difficult clients?
I handle them by applying wisdom. When one walks and works with wisdom, one can navigate tough situations and tough clients.
Every day, I consciously remind myself that ‘people will always be people’. As long as we have emotions, there will be down moments. Wisdom helps me navigate the down moments.
What advice do you have for young people who want to follow in your footsteps?
My journey has been quite an adventure. Before following my footsteps, they should be sure they have found theirs.
There is peace in following one’s path, and Gods purpose for one’s life; not someone else’s own.
After that, embrace bravery and courage; while following God’s directions.
What do you regard as the highpoint of your career?
I have experienced so many highpoints. Being a musician is a constant highpoint for me.
Also, winning the Nigeria Shift Music Competition hosted by the Redeemed Christian Church of God at the age of 18 is another highpoint.
Performing to over 5000 people at such an age meant a lot to me. Being a TEDx performer this year is another highpoint.
How do you like to dress?
I am royalty, so I dress like one. I am a daughter of the king (God), so I love to adorn myself as His child. I love to appear elegant, classy and bold.
Have you ever experienced age discrimination in the course of doing your job?
Yes, I have. But, I never allow it get to me. I grew up with the mindset that whatever is meant for me will get to me with ease. Being discriminated against because of one’s age is the same feeling as being rejected. Nobody loves to be rejected. I intentionally worked on my mindset in this aspect. If I am discriminated against, it means the said opportunity or business deal was not meant for me.
Amazingly, I have also had opportunities where my age paved the way.
