During our conversation, Excel Joab tells me that one of his favourite songs is
Go Solo by Tom Rosenthal. He first heard the song in a DSTV ad. This, the opportunity to be discovered by new audiences through films or ads, is something he wants to make possible for artists on the African continent.
âI want to help the next generation of artists build that bridge between music and movies,â he said.
But his journey to making future plans in the music industry did not start conventionally.
He was set to join the military. His grandfather had been in the Nigerian Army and he had attended a naval secondary school. When he finished studying political science at the University of Lagos, it was time for him to decide what he wanted to do next.