GERMAN ONORIODE DANIEL popularly known as ‘Engr Dan’ is a producer, mixing engineer, and executive director SLESH MUSIC WORLDWIDE. He is also a qualified civil engineer and founder/CEO of GEM-DAN HOLDING LIMITED (GDHL)
He graduated from Delta State University (Delsu) in 2015 with a Bachelor’s degree in Engineering.
In this interview with our correspondent, he talks about his transition from a professional engineer to a producer/mixing engineer, the challenges of running an indie label, and the global rise of Afrobeats.
What is your name? You are the founder/CEO of GEM-DAN HOLDING LIMITED (GDHL). Tell us about Gen-Dan, what does the company do?
My name is *GERMAN ONORIODE DANIEL* but everyone including friends and family call me “Engr Dan”
GEM-DAN HOLDING was set up to help create jobs and to help our youth actualize their dreams. We specialize in *Mechanical Engineering: Automotive (Sales and Repairs of Automobiles), Construction & Civil Engineering: Building construction services (Realtor services).
2020 During the Covid19 I saw hunger in our society, so I decided to expand my business by going into FARM PRODUCTS (
We provide Poultry and other livestock products at the highest level).
Why did Engr Dan decide to step away from civil and building engineering that you studied in school to follow your passion for music production?
I decided to go off the hook due to the love I have for music (music is life) and also encourage young talented teenagers who are looking for sponsors. So that their talent can be seen and heard all over the world.
In these times that most artists are looking to align with a major label, you and your partner decided to set up your own imprint and sign artists. What’s your motivation for doing so?
In the music industry being signed by a popular record label is an advantage, but there is this saying I always use to forge ahead “always try to acquire the desire you admire” I have love for music naturally, so whenever I see talent I can tell, so I decided to collaborate with my friend to set up a label so sign and encourage the youth and rising artists that are worthy.
There are a lot of talented artists in Africa. What are the challenges you face as a new label, are you signing new artists, and what’s your criteria for signing new artists?
Yes we have signed a couple and hope to sign more new artists. We are also seeking to feature some already established popular artists to promote our label and brand.
What are your plans for Slesh Music and how do you cope with running your personal business and the record label?
My plan for Slesh Music is to make it known all over the world. As for my personal business, I have hired professionals who manage and oversee the day to day running in my absence.
There are a lot of other indie labels around Africa, some have folded up and some have gone defunct. What makes Slesh Music different from the others? How do you plan to cope with the competition?
We intend to sign top new talent that is good and we plan to promote and market their music aggressively across all platforms. We also plan to leverage the relationships we have established with other labels and platforms to showcase our artists too. We believe in collaboration between artists, labels and organizations, so we are willing to partner with anyone and any organization as long as it will benefit both parties.
How did you handle the lockdown in 2020/2021 and how did it affect you as both an independent label and a businessman?
During the lock down I was working on my project, also that was also the period I went into farm produce, so I used the lockdown to do proper research while setting up our farms.
Who are your influences and where do you see Slesh Music in 5 years?
Artists like Diddy, Jay Z, Big Wizzy, Damian Marley, Burna Boy and Davido influence me. In 5 years I want to see Slesh music mentioned alongside other top African independent labels like Mavin, DMW, Chocolate City & YBNL. I want us to attract investors and partnership with other top labels.
Nigerian/African artists are doing great around the world right now. Afrobeats as a genre is globally gaining recognition rapidly. Do you think it’s a trend or that the spotlight is permanent?
The spotlight is permanent, well I at least hope so. But the truth is that this attention and spotlight on music of African origin has been long coming.
What should people reading this interview expect from Slesh Music going forward?
They should expect good music because Slesh Music is the future.
What motivates you as a businessman and as a producer?
There is a slogan that says “If You Know Where You’re Coming From It Will Enable You Locate The Direction You Going”, that’s my motivation.
If you are given the chance to start over, is there anything you would change about your life or change the way you did it?
No, there’s nothing I will change or want to change because every experience, every stumbling block I have faced taught me a lesson and led me to this point.
What’s your greatest fear in life? What’s your advice for upcoming artists or anyone interested in building a career in music/entertainment.
My greatest fear in life is being broke and not leaving a mark to be remembered by when I am gone. We will all die someday and I hope to leave a legacy of joy for the world, for my children to remember me by. My advice to anyone who wishes to have a career in music/entertainment is to make sure you commit to it and not do it as a pastime or hobby but to treat it as a full time job and give it all your have got, your time, energy etc. if necessary get a 9-5 job to pay your bills because initially music might not be able to pay your bills or cater to your needs, so you need a source of income to tide you over while you are building your career.