Born as Adekunle Isokpehi Onime on May 16, 1965, in Osogbo, Osun State, Kunle Onime is a seasoned professional with a diverse background. From his early career with Ras Kimono to organizing landmark events like Lekki Sunsplash and establishing Roots 97.1 FM, the first reggae radio station in Nigeria Kunle’s journey reflects a commitment to entertainment and experiential marketing.

As the MD/CEO of Marketing and Promotions Concepts (MPC) and Roots 97.1 FM, Kunle has left an indelible mark on the Nigerian media and entertainment landscape. In this interview with mediaandmarketing.net, he shares insights into the inspiration behind Roots FM, the challenges faced during its establishment, and the station’s significant contributions to the reggae music culture in Nigeria. Excerpts

What inspired you to establish Roots 97.1 FM as the first indigenous reggae music radio station in Nigeria?

I’ve been involved with Reggae music for most of my life, working with top-notch artists like Ras Kimono and others. The inspiration for Roots FM stemmed from my experiences in the entertainment industry, realizing a significant gap in the reggae music sphere.

Can you share some key challenges you faced during the establishment of the station in 2019 and how you overcame them?

Like any business in Nigeria, we faced scepticism and financial challenges. Despite doubts, we persevered. We continue to tackle challenges, from financial setbacks to operational hurdles like fluctuating diesel prices and relying solely on solar power.

How has the reception been from the audience since the station’s inception, especially considering the unique focus on reggae music?

The reception has been awesome, especially from the diaspora. Reggae music has a massive following in Nigeria, and Roots FM has sparked a revival and revolution in the reggae scene.

In what ways has Roots 97.1 FM contributed to the promotion of reggae music culture in Nigeria?

Before Roots FM, few stations allocated minimal time to reggae music. Now, almost all radio stations have dedicated time, filling a significant gap in the industry.

Have there been notable milestones or achievements for the station since its launch, and if so, what are they?

Our longevity itself is a major milestone. Despite starting amid the COVID pandemic, we’ve stayed strong. The world is yet to recover from the aftermath of COVID, and we’re grateful for every day.

How do you see the role of Roots 97.1 FM evolving in the Nigerian media landscape in the coming years?

The role will evolve naturally. As things unfold, Roots FM will adapt and continue contributing to the vibrant Nigerian media landscape.

Can you highlight any specific plans or initiatives for the future growth and development of Roots 97.1 FM?

Let’s leave that for now. As things unfold, you’ll be amongst the first to know.