From YouTube to the Continent: How Chinedu Ezionu Discovered RunUp

By Yejide Osundare

Digital platforms have played a role in the movements of music all around Africa, which has made artists to gain visibility beyond their immediate environments. While the rise of an artist to international recognition is not common, such moments come with a mix of timing, exposure, support, and hard work. One example is RunUp, an artist from Rwanda, whose growth into more visibility has been linked to his discovery online. RunUp was discovered by Nigerian music executive, Chinedu Ezionu, also known as Gax, the CEO of SIINKO. Their connection began on YouTube, and this expanded RunUp’s reach.

Instead of a traditional studio setting, and a structure at first, where there are instruments for recording and a planned out session, the story begins online. Chinedu Ezionu, like many other individuals that are involved in the business of talent discovery, especially in music, he spent time exploring YouTube in search of emerging artists and new sounds within the African music space. At that moment, and in the process of these searches, he came across RunUp’s music.

This period is classified as a time when the artist, RunUp has a regional audience (fanbase) only, and with his songs known within a limited circle. However, there is a certain element of his sound that caused so much attention, especially its style and accessibility across different audiences. This enabled Chinedu Ezionu to identify him as a talent, and also support and promote his work under SIINKO; introducing it to various audiences, especially in Africa, and also in the diaspora.

Today, independent labels, outlets, and music executives have turned to online channels as cost-effective alternatives to traditional media, especially with the increasing role of various digital platforms for music promotion. Radio, and other similar platforms used to be the main sources, but Chinedu Ezionu noted a shift away from these platforms which were primary discovery tools as he observed that many listeners now engage with music through platforms such as YouTube and social media. RunUp’s music was shared to a wider audience through online promotion and even “Isabella” and “Delete” were through this means known.

RunUp collaborated with Ugandan artist, Pallaso on a track titled “On God” to further expand his reach. The collaboration made him introduced to new audiences, particularly in East Africa where Pallaso already had an established fanbase. It also marked a development in RunUp’s musical collaborative approach. RunUp’s presence grew beyond his initial base in Rwanda as time went by, which reflects a bigger pattern of how artists can move from local recognition to wider regional attention through the exposure of digital tools and industry support.

All these new developments in the music industry, especially in Africa show the very ongoing change in the African music scene. However, artists used to rely heavily on traditional gatekeepers such as major record labels and broadcast platforms like the radio, but now, digital media provides alternative routes to visibility. RunUp’s story explains how online discovery and strategic promotion can contribute to an artist’s growth beyond their local immediate environment.