If you’re a regular in the Addis Ababa nightlife scene, chances are you’ve heard of The Lab. This innovative platform, living up to its name, has made a dynamic impact on the local music scene by introducing underground artists and setting high standards for promotional activities.
Created by Ethiopian producer and DJ, Yohannes Hadish, The Lab aims to cultivate a lively community of local and diasporic artistic talent, pushing creative boundaries in Addis through monthly music showcases. Drawing in a diverse crowd of energetic individuals in their twenties and thirties, The Lab offers immersive musical experiences across various genres like hip-hop, soul, house, Afro-fusion, and jazz.
“There are only a few venues in Addis that host events, and those that do are quite pricey,” Hadish shared with OkayAfrica. “Additionally, they may not always provide the stage design and lighting setup that I envision.” As demand for The Lab’s events increased, Hadish smoothly transitioned from cozy eateries to venues like The Venue Warehouse, offering him the space to bring his ambitious concepts to life.
Beyond the events, The Lab is renowned for its film and music video-inspired marketing. The promotional video for their recent May event unfolds like a scene from a 1970s Addis Ababa inspired film. Featuring a man in a suit arriving in a vintage car with Ethiopian jazz playing on the radio, the video sets a nostalgic tone. The attention to detail in promotions has significantly contributed to the event’s success, drawing in over 1,500 attendees per edition.
“I’m thrilled with the result; it’s one of my favorite videos we’ve produced,” Hadish expressed. This dedication to promotion has enhanced their success, pulling in a large audience.
“Initially, people didn’t fully grasp our video concepts. It was a challenge to make them understand. But now, it’s become one of our strong points. The entire Addis event landscape is evolving, with everyone eager to create promo videos,” Hadish noted.
We had the opportunity to chat with Hadish about his music journey, the creative process of The Lab, and his future aspirations for the brand. Below is the interview, edited for brevity and clarity.
OkayAfrica: What sparked your interest in music and live events?
Yohannes Hadish: My musical taste was shaped by genres like hip-hop, soul, Afro-fusion, and jazz. I delved into beat-making during high school, deeply influenced by sampling. This inspired me to fuse international sounds with local ones. When I began DJing, I noticed the lack of diversity in the Addis event scene’s music offerings. Events often had predictable lineups and basic marketing. So, I started incorporating various genres in my sets, which resonated with the audience.
This led to the inception of The Lab with my friend. I aimed to curate events where I could control every aspect of the experience — sound, aesthetics, and ambiance. From there, I ventured into more experimentation. Presently, there’s a vibrant scene of experimental Ethiopian artists, like Rophnan, in my generation pushing creative boundaries. It’s an exhilarating environment to be a part of.
What sets The Lab apart from other underground gatherings in Addis Ababa?
Our differentiator lies in our meticulous attention to detail in every facet of event planning — be it videos, design, venue selection, or overall execution. It’s a collaborative effort involving diverse creatives like designers and videographers, demanding teamwork and dedication. This commitment shines through in our promotions, drawing widespread attention due to the evident effort we invest.
How did you connect with your collaborators and persuade them to join this vision?
I began scouting for local talents in Addis. Upon finding individuals whose vision aligned with ours, I’d reach out to them directly to explore potential collaborations. One of our key creative partners, Zenbaba Creatives, has been with us since the inception of The Lab. They are immensely talented and handle most of our video production. I shared my vision with them, and they were eager to come on board. Consequently, our videos have become emblematic of our brand. The entire Addis event scene is evolving, with a growing interest in promo videos, showcasing the impact we’ve had on Ethiopian music promotion. Initially, everyone on our team, including Zenbaba, operated out of passion for art and the desire to innovate. As we expand, we’re now able to compensate our entire team.
How do you monetize your events?
We generate revenue through multiple streams. Brands that support us sponsor our events, benefitting from visibility during promotions. They may offer merchandise or cash compensation in exchange. Ticket sales also contribute to our income. Additionally, we’ve started selling hoodies and tote bags to cover expenses, creating another revenue stream.
What are your aspirations for the next few years?
I envision The Lab becoming a prominent platform where alternative Ethiopian and African artists can flourish. For attendees, I want to offer a space where they can discover new music comfortably and enjoy themselves. Additionally, I aim to expand The Lab beyond Addis to cities like Accra and Nairobi, fostering connections with like-minded creatives.
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