Etinosa Edwin Ehiorobo is a Nigerian music record label executive and celebrated A&R, born and raised in the rough neighborhoods of Benin City, in Edo State, Nigeria. His journey from humble beginnings to one of Nigeria’s top music executives began with a passion for music and a keen eye for identifying and discovering raw musical talent at a young age. With this ability, he was able to build a legacy with his record label and entertainment services company, Etins Records.
Growing up in the rough neighborhoods of Benin City, Etinosa found solace in music, and his love for the art evolved into a vision to create a platform that would empower young talents and give them the resources needed to reach national and, eventually, global audiences.
In 2018, that vision became a reality when Ehiorobo floated Etins Records, which quickly kicked off operations with the signing of Victor AD, one of the biggest breakout stars in the Nigerian music scene in the year 2018.
Both Victor AD’s breakout single, “Wetin We Gain” and “Motivation,” his viral collaboration with the biggest music export out of Warri, Erigga, became street-hop anthems and cultural phenomenons. The milestones the songs achieved helped put Etins Records on the map as a music powerhouse in the Nigerian music industry.
Under Etinosa’s leadership, Etins Records quickly gained a reputation for nurturing artists and crafting careers. Following Victor AD’s success, Etinosa played a pivotal role in connecting him with industry heavyweights, including a standout collaboration, “Tire you” with Davido in 2018. This momentum set the stage for both the artist’s and the label’s growth.
In 2019, Etins welcomed Morien, a talented singer and producer, whose self-titled debut EP featured the hit track “Maria.” Morien’s follow-up project, “Harmony on Your Lips,” further cemented his reputation with fan favorites like “Dragon” and “Plenty Money.”
In 2020, Etinosa discovered an underground internet sensation named Yarden, who blended an emo-trap sound with soulful Afrobeats production to create a unique sound that captured the hearts of millions of Africans.
After joining the label, Yarden’s 2022 viral hit “Wetin” and subsequent debut project “The One Who Descends”, released in 2023, garnered millions of streams and earned him a cult following as he continued to grow both critically and commercially.
But that wasn’t all the label had to offer. By the release of Yarden’s debut music project, Etinosa played a vital role in getting him signed to a major record label in the UK.
Beyond signing artists, Etinosa expanded his empire in 2021 with the launch of Press Play SMG, a live entertainment event aimed at spotlighting underground talents and giving them a platform to network with industry heavyweights: DJs, OAPs, executives, promoters, and other artists.
The maiden edition of the event was held in Benin City and featured performances by rising stars like Ayra Starr and comedian Mr. Funny, alongside Etins Records’ own Morien and Yarden.
This move showcased Etinosa’s commitment to creating opportunities not just for signed artists but for the broader creative community in Nigeria.
Apart from the live event, Press Play SMG released a compilation album in 2023, titled “Urban High,” to showcase the numerous talents affiliated with the SMG movement. The album produced hits such as Fall For You and Lagos Party featuring Yarden and Swayvee.
Etinosa’s approach to business is simple but effective: take risks, trust your instincts, and never let setbacks define your journey. “I believe in making progress every day,” he shares. “I don’t allow the negative parts of the business to draw me back.”
For Etinosa, talent is non-negotiable. He prioritizes artists with unique vocals, undeniable passion, and a hunger for success. This eye for talent has been the cornerstone of Etins Records’ achievements.
Despite everything he has managed to achieve, Etinosa Ehiorobo, with the help of his “Sure Men Gang” collective, hoped to even take their music and entertainment business further.
His vision is to elevate the label to one of Africa’s major players, providing artists with world-class resources to dominate global charts. This vision recently led to the signing of Hammerboi, a Benin-born singer and producer whose viral hit “Love Letter” has already captured audiences nationwide, and in no time, the international audience was calling for Hammerboi. This led to a headline show in the UK, in his first year as a signed artist.
Despite his busy schedule, this self-confessed workaholic still manages to find time to balance his busy schedule with strong family values and unwind by listening to music. He listens to a wide variety of genres, drawing inspiration and relaxation from the sounds around him.
Etinosa believes that collaboration between artists and creatives within the Nigerian music industry is the backbone to keep the industry alive and thriving.
He is a strong advocate for fostering unity across Africa’s creative sectors; he plans to shape the future of Afrobeats through the talents under his mentorship and inspire the next generation of talents to come after them by pushing the boundaries of what Nigerian music can become.
