Toby Oniyitan Talks Stomp Down’s Rise to Popularity

In the competitive landscape of the music industry, where major labels dominate, few independent ventures stand out. One such enterprise is Stomp Down, a record label that’s causing a stir within the Texas music space, co-founded by Toby Oniyitan and Ezra Averill. A primary-generation Nigerian entrepreneur, Oniyitan rose from aspiring lawyer to music mogul, providing the vision that’s fueled Stomp Down’s success.

The Stomp Down co-founder’s story begins with a well-known narrative for a lot of first-generation immigrants: the pressure to pursue a stable, traditional profession path. “I always assumed I’d be a lawyer,” he recalls. “But then I realized my senior year of high school that whatever I wanted to do had to be in the creative world. The thought of law school was mind-boggling.” That epiphany led him to pursue his passion for music, starting by managing his college friends who were aspiring rappers. “I was terrible at first,” he admits, “but I was passionate and wanted to get better so I could help my friends.”

That passion grew into something larger when he saw the potential of working with artists, not only managing them. Stomp Down was born—a brand that embodies the seriousness and commitment needed to achieve the music industry.

“‘Stomp Down’ comes from a Houston term that means being serious or willing to work hard at what you’re passionate about, and that meant the world to me,” he explains.

Stomp Down’s success lies in its ability to discover and nurture talent. The founder’s approach is rooted in a deep appreciation of self-awareness. “I’m interested in how talented an artist is and how well they know their talent,” he says. For him, an artist who understands and might express their strengths is one who truly loves their craft. He believes that this self-awareness is the inspiration of an artist’s development, influencing the whole lot from their image to their performance.

Texas, known for its wealthy cultural music scene, has played a key role in shaping Stomp Down’s identity. “Historically, we have one of the most cultural music scenes in rap, and it’s all been done by independent labels,” he notes. Independent work, once considered less glamorous, is something he deeply values. “I love the freedom that independence gives an artist. The rewards are greater because you see everything from start to finish.”

Supporting Black artists and voices can also be central to Stomp Down’s mission. The founder dreams of constructing a roster of Black artists whose net value rivals that of rock stars of yesteryear. “I want kids 20 years from now to check their net worth and see it’s nine figures,” he says passionately. He believes one of the simplest ways the music industry can support Black artists is thru education — teaching them about money and smart investments to secure wealth for generations to come.

At Stomp Down, creativity is king. The label prides itself on being deeply involved within the creative process while giving artists the liberty to direct. “We love everything about the creative process,” he says. “We offer ways to improve, but we never try to force something in a direction that doesn’t come naturally to the artist.”

This collaborative approach is obvious of their work with artists like Monaleo, who has recently enjoyed significant success. “Leo is incredibly passionate about her music and her business. She trusts our opinions, and we spend a lot of time brainstorming ideas together,” he says. Their creative exchanges are stuffed with inspiration, often drawing on a big selection of influences—from Destiny’s Child to gospel.

As with any independent brand, challenges are a part of the journey. The founder acknowledges the pressure of being solely liable for the brand’s success. “There’s no scapegoat; it’s all up to me as CEO,” he says. That responsibility requires a high level of attention to detail and a strategic approach to hiring. “I have to make good decisions about who I hire because my employees wear many hats—we do the hard work behind the scenes.”

The music industry has evolved since he began, especially with independent labels. “When I started, the independent grind wasn’t glamorous, but it was grind,” he recalls. Despite the challenges, he selected to remain independent, valuing the liberty it afforded him. Now, with the rise of favorable artist deals and the proliferation of independent labels, his decision seems prescient. He offers advice to others looking to start their very own labels, emphasizing the importance of self-sufficiency and finding a balance between independence and partnerships with large corporations.

Looking to the longer term, Stomp Down is expanding its reach to include recent venturesincluding a distribution facility and recording studio in Houston. “We want artists to have the best quality experience right here in Houston,” he says. This recent space will allow artists to record, create content and distribute their music — all under one roof.

Stomp Down’s story is a testament to the facility of passion, self-awareness, and perseverance. From his early days as a university student managing friends, to running an independent label and making waves within the Texas music scene, his story is one among resilience and vision. As Stomp Down continues to grow, his commitment to supporting Black artists and creating a long-lasting legacy stays unwavering. For aspiring label owners, his journey offers precious insights: Know your strengths, embrace the exertions, and never lose sight of your creative vision.