George Aririguzo popularly known as BU$H has hit hard on top Nigerian musicians for not always giving young lads in the industry opportunities to excel in their chosen career.
The young talented singer who’s an origin of Akalovo Emekuku in Owerri north, Imo state in an interview on how he started music explained how 2Baba and PSquare influenced his songwriting from secondary school, as he would write songs in a particular 40 leaves exercise book where he later grew up and turned the lyrics into actual songs.
Born in September of the ‘90s into the family of Mr & Mrs Aririguzo.
His pain about the Nigeria music industry is how the popular and known artiste always make the upcoming ones look like they can never have a chance or reign with how cold they treat them. According to Bu$h there is no dierence between when you are known and when you are unknown aside TIME, which means everyone has his/her time to be heard. In the summer of 2020, an impulse beckoned on George Aririguzo. That impulse had been present for a while now but now functioning in the busy economic spheres as a businessman, he decided to let this impulse guide him; it was a divine calling. In time past, whilst being a youth, George did do music—as a rapper, but that was then. Now, he is bringing his business acumen coupled with his erstwhile musical experience to guide artists this time as a record label owner. George could have stayed on pursuing more business interests yet it had been entrenched in his mind, to play an advanced role aside from being a music listener. “I’m a great fan of Nigerian music but I found out I can do more apart from loving music,” he says. “I can invest in music, that’s my main aim. Spotting talents and giving them a platform where they can nurture their craft and be discovered by music listeners.” Withthat resolve and hardwired consciousness, 11:59 Records was born. The name didn’t just occur to George after a stroll in the street, he had to“seek the consent of God about it”. He remembered how he woke up at exactly 11:59 one night and an insight flashed onto his mind. “I was like wow, this is it, this is the name I’m using. 11:59, God’s time.” Name, check. The idea, check. All that remained was for resources to be installed at various capacities. That wasn’t hard to come by. There was someone who knew another person interested in filling a role in the new fledging company. When it came to artists there was an endless supply,but for George, he was looking for three things in rising artists before deciding if they were a good fit.
“First, I check their voice, then discipline, because I like working with someone who’s disciplined. These two traits coupled with how I spired you are with the music.” Later on, in 2020, George would sign MicTick as the first artist to 11:59 records. George admits seeing those preferential qualities in MicTick and when he met him the first time, MicTick made animpression.Georgemade a visit to a friend and lucky enough MicTick came around. MicTick introduced himself to George, explaining he was also in the same department but a lower level student at the same university George graduated from. MicTick would push the conversation further, explaining to George he was now into music and George prodded him to do a freestyle.
