Godwin Mitchual uses Unorthodox Media to expose upcoming artists as well as bridge the gap between them and mainstream artists
First of all, how are you and your family doing in these COVID-19 times?
Godwin Mitchual: Thanks for the interview, guys! My family and I are doing very well despite the adverse effects of the Covid-19 pandemic.
Tell us about you, your career, how you founded Unorthodox Media.
Godwin Mitchual: I attended Achimota School in Accra, Ghana, for my Senior High School education. Over there, I became the Video Editor of my year group’s Entertainment Committee. I moved to further my education at the University of Ghana, Legon. After graduating from the University of Ghana with a bachelor’s degree in Information Technology, I decided to pursue my dream of documenting Ghanaian and African music the best way I could. I started a music blog with my friend and now business partner, Philip Edusei, called Unorthodox Reviews.
Unorthodox Reviews originally began as a small MP3 blog in 2014 called godwinmitchual.blogspot.com. The Unorthodox Reviews brand has steadily grown since then, with writers from all across Ghana and Africa.
The blog is known for its efforts to expose up and coming artists as well as bridging the gap between them and mainstream artists.
How does Unorthodox Media innovate?
Godwin Mitchual: Great question. So prior to the COVID-19 pandemic, we used to have a lot of physical contact with our clients. We used to meet people in person for interviews and meetings. We’ve had to stop all that and gone the virtual way.
How the coronavirus pandemic affects your business, and how are you coping?
Godwin Mitchual: For our music review blog— Unorthodox Reviews, we started a music concert called UR Live in 2018, which we wanted to bring back in 2020. Sadly we were hit by the pandemic, so we had to restructure some of our plans.
Also, at the very start of the pandemic, artists were kind of reluctant to put out music and content. This affected UR-PR, our public relations firm. The artists later realized the lockdown was rather a good time to release music since almost everybody was just bored at home. So what I can say is we encountered a bit of a rough patch early on, but we came back stronger! We still have plans for concerts after the pandemic ends, so stay tuned.
Did you have to make difficult choices, and what are the lessons learned?
Godwin Mitchual: I made a lot of difficult decisions. Choosing to no longer work with certain people or choosing not to go into business with other brands because they didn’t have the foresight my team or I had even though I needed the support has to be one of them. I still make that decision to this day.
How do you deal with stress and anxiety?
Godwin Mitchual: Listening to music and watching biopics.
Who are your competitors? And how do you plan to stay in the game?
Godwin Mitchual: In the African or, more specifically, in the Ghanaian space, I can’t really pinpoint any organization I can consider a competitor with regards to what the mother company Unorthodox Media is currently doing and the plans we have for the future. We just have competitors for our subsidiaries. As for our entertainment blog, Unorthodox Reviews, we have Okay Africa, Native Mag and Pan African Music being our competitors. For “UR-PR”, our PR firm, I can say Sheila Afari Public Relations, Anyiko Public Relations and Buki HQ Media are our competitors and brands we look up to.
Your final thoughts?
Godwin Mitchual: I am enthusiastic about the future of African music and African Technology. Just recently, it was announced that Twitter has touched base in the African continent and chose my country Ghana to be the location for its first office in the continent. With a background in Information Technology, I am very excited about the many opportunities this could bring.
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