What began as a passion for photography and videography has evolved into a journey through music, digital marketing and entertainment entrepreneurship for Hassan Muhammad Lawan, popularly known as One Directorhkzt.
Lawan, a graduate of Islamic Studies from the University of Maiduguri, began his journey in the entertainment industry by working behind the camera, shooting music videos for artists in Maiduguri, Borno State.
It was during those early experiences that he discovered an unexpected talent of his own.
According to Lawan, his interest in music developed when an instrumental began playing during one of his encounters with local artists.
What started as casual singing with friends gradually led him into a recording studio, where he began exploring music more seriously.
Initially, music was simply an enjoyable activity shared with his team. However, as he gained experience, he began to recognise its potential as a business and a source of income.
By 2020, Lawan had made a deliberate effort to understand the business side of music, including promotion, audience development and digital distribution.
Rather than concentrating solely on recording songs, he began exploring how artists could reach wider audiences and generate revenue from their creative work.
From Music to Digital Entrepreneurship
This growing interest led to the development of One Directorhkzt Digital Services, a business focused on digital music distribution, artist management, marketing, promotional content and artist development.
Through the business, Lawan has worked to help artists improve their visibility, promote their releases and explore opportunities in the evolving digital music industry.
His work has involved supporting artists including Bomblaster, Mome Neh, Classiqmohaa, Shatanzamanie, Lil Kboy, Dankaramin Hajiya and Abdul Sanda.
The range of activities associated with his work reflects a broader shift in Nigeria’s entertainment industry, where social media platforms, streaming services and digital distribution have created new opportunities for independent artists and music entrepreneurs.
For emerging musicians, releasing a song is only one part of building a career.
Consistent promotion, engaging video content, audience development and an understanding of digital rights and royalties can also influence their prospects.
These are areas in which Lawan says he has sought to develop his experience, drawing on his background in photography, videography, content creation and digital marketing.
Understanding the Business Behind the Music
One Directorhkzt’s journey reflects the experience of entrepreneurs who have entered the music industry through practical work rather than traditional entertainment institutions.
His experience behind the camera gave him an understanding of the visual and promotional elements of music, while his subsequent interest in distribution introduced him to the business infrastructure connecting artists with digital platforms.
The rise of streaming services and short-form video platforms has changed how music is discovered and promoted.
Independent professionals can now combine content production, digital campaigns and distribution services to help artists reach audiences beyond their immediate communities.
For entrepreneurs working in Northern Nigeria, this presents opportunities to connect regional talent with wider Nigerian and international audiences.
It also creates challenges, including limited promotional budgets, competition for attention, and the need to understand how digital platforms measure usage and calculate royalties.
Lawan’s business operates within this changing environment, with an emphasis on combining creative services with the commercial opportunities available through digital music.
Building Opportunities for Northern Nigerian Artists
Northern Nigeria has a diverse music culture, with artists working across Hausa music, Afrobeats, hip-hop and other contemporary genres. Digital platforms offer a route for this music to reach listeners outside its traditional markets.
However, visibility alone does not guarantee sustainable income.
Artists and their business partners must also consider release planning, rights ownership, audience engagement, distribution agreements and long-term promotion.
Lawan’s experience across music creation and digital services has shaped his interest in these areas.
His work supporting other artists also represents an effort to participate in the industry beyond his own releases.
As One Directorhkzt Digital Services continues its work, the central challenge will be converting promotional reach into measurable, sustainable opportunities for the artists and creative professionals it serves.
A Journey Still in Progress
From filming music videos in Maiduguri to pursuing opportunities in digital distribution and artist management, Hassan Muhammad Lawan’s story illustrates how practical creative skills can become the foundation of an entertainment business.
His journey also highlights a wider lesson for aspiring music entrepreneurs: understanding the business behind creative work can be as important as developing the creative talent itself.
For Lawan, One Directorhkzt is not simply an artist name. It is also the identity behind a developing digital services business built around music, promotion and opportunities for emerging talent.
As Nigeria’s digital entertainment economy continues to evolve, his next chapter will depend on the partnerships he builds, the results he can demonstrate and the sustainable opportunities he can create for the artists he supports.
