At the heart of the Nigerian entertainment industry are creatives behind the scenes, shaping music talents and cultural experiences. Meet Toochukwu Igboko, popularly called “Tochi,” a key player within the industry thriving at the intersection of sound, culture, and community.
On Twitter, he’s one of the top voices actively pushing the culture, and on some other days, he’s tweeting about the craziest experiences as a young music executive in Nigeria. But beyond the chaos of being a Nigerian creative, he leads as the Head of Label Services at WeTalkSound, amplifying emerging voices from the grassroots to the spotlight.
While driving and amplifying the biggest and next wave of music artists, Tochi exists as a creative storyteller and content creator, propelling Nigerian music, lifestyle, and the creatives behind it.
In this edition of Internet-ing with The DIY Collective, Tochi reveals his relationship with the internet; from an escape to a community.
Can you share your journey of how you started utilizing the internet as a creative platform?
Everything I know is from the internet and trial and error. What started as an escape from reality ended up becoming a career path.
I was hospitalized and idle at the time, so on the days I could move my arms, I’d get on the internet and just share my honest takes on anime, music, movies, whatever I was into.
For some reason, people started rocking with me and what I had to say. That was my first real taste of what community felt like.
Back then, I was also a designer, so I started posting my work. That led to actual gigs, some of the biggest being for M.I Abaga and Blaqbonez. Then came the vlogs, playlists, and all the usual experiments until I carved out a lane for myself.
Till today, the internet is still my go-to to learn.
What’s your most memorable moment as a creative?
I don’t think I have just one. But off the top of my head: The first time someone recognized me in public, said they loved what I was doing, and encouraged me, that moment stuck.
And the first time a BIG artist reached out just to say they appreciated the work, and gave me a lot of love and support. That one hit different.
What are some common misconceptions about being a creative on the internet, and how do you address them?
People think it’s effortless, that we just “post stuff and blow up”
Meanwhile, I’m pulling sleepless nights, ideating, executing, revising, fighting with artists and fellow execs. Then someone on the outside sees the polished result and thinks it’s light work. If only they knew.
There’s also the “always outside”. How else do I create and maintain industry connections?
How do you handle criticism or negative feedback on social media platforms?
If there’s a lesson in it, I take it. That’s really it. I don’t really care and it’s not that deep for me.
How do you manage burnout as a creative?
Sleep. Forgetting about work for a bit.
Spending time alone with my thoughts or hanging out with friends.
Then when I’m ready, I restart whatever I was working on from scratch, with fresh eyes.
What’s the weirdest or funniest comment or DM you’ve ever received on social media about your work?
I once posted a song I was working on to my Snapchat, and someone replied, “Hope say na skit.”
Can you share a funny story from your journey as a creative that still makes you laugh today?
An artist once flew me out to another state in a different region for their show and completely forgot about me the moment I landed.
No hotel itinerary, no transport arrangements, no ticket to the show. Had to find a way to make it work lol.
What’s one conspiracy theory you believe?
Pharrell is a vampire.
Two people you’d love to see answer these questions?
Fanii and Temi!! Two of the coolest people I know in this space
The DIY Collective 
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