5 Things Upcoming Nigerian Artistes Take For Granted

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Home to some of the finest music exports on
the African continent, the Nigerian music
industry has become a money-spinner.
Indeed auditing firm, Pricewaterhouse
Coopers, reports that $56 million was
generated from music sales alone in Nigeria
in 2015.
The firm also predicts that the industry’s
revenue could shoot up to $88 million by
2018.
Little wonder the influx of young people into
the industry, struggling for attention, cash,
and fame. Sadly, many Nigerian artistes of
yesteryears did not relish the economic boom
and fame that the younger artistes currently
enjoy.
But the reality remains that music is no
longer viewed from the standpoint of the art
in itself.
It is serious business and to thrive in any
industry, certain principles and false notions
must be either upheld or erased.
Because much more than talent is required
to become the next big thing like Wizkid,
Pyhno, Kiss Daniel, Mr. Eazi, Davido and
Yemi Alade, we have highlighted five things
upcoming artistes take for granted in
Nigeria.

1. Quality

As an upcoming artiste, you cannot feed your
prospective fans half-baked music, poor
lyrics and lacklustre music video. Any serious
artiste is expected to know the difference
between a music producer and a sound
engineer. Because lot of music producers
moonlight as sound engineers today, the
standard of music output is constantly being
compromised. Blogs and other media houses
take quality pretty seriously and you do not
want to appear stupid or unserious when
your music materials are frowned upon,
ignored or out rightly rejected.
And for those who can afford to shoot a
quality music video, proper research needs
to be carried out before the video is shot in
the first place. As an upcoming artiste, you
must realise that visuals matter and the
quality of your music must also be reflected
in your visuals if you must leave a lasting
impression in the minds of your fans. Quality
should not be confused with expenditure. As
such, an artiste can advise or suggest the
artistic direction he or she has in mind to the
music-video director. The cover art, as we
know, also endears fans to the music before
it is listened or viewed. And bloggers also
give more preference to quality covers arts
too.

2. Social Media

This is the 21st century, do I have to reiterate
Marshal McLuhan’s the world has become a
global village again? Social media is a hub
that connects people from all works of life
and has also proven to be a veritable tool for
music promotion. Unfortunately, some
upcoming acts continue to take it for
granted. Facebook, Twitter, Instagram and
Snapchat are some of the mediums that
upcoming acts can explore in order to build
a vibrant fan base and network. It is a very
sensitive sphere, thus, the knowledge and
fear of social media is also the beginning of
successes and breakthroughs.

3. Blogs

There are quite a number of notable blogs in
Nigeria that any upcoming artiste hungry to
succeed needs to take serious when trying to
build a name and a brand. Some upcoming
artistes do not understand the power blogs
wield and how much they influence careers.
Upcoming artistes must maintain cordial
relationships with bloggers, their owners,
and freelance contributors.

4. Publicity Stunt

Now, publicity stunts could either make or
break an artiste and it all depends on how
well or otherwise it is executed. “Fake it, till
you make it” or “Fake it to make it” is a
common phrase in the global music industry.
We are not going to name artistes that have
benefited and are still profiting from
publicity stunts. Established artistes are also
guilty of not understanding how much
publicity stunts could help boost their
careers. A clear example of a missed
opportunity is ClassiQ’s controversial “I Love
You” video, which features Kannywood
actress, Rahama Sadau. The controversy that
trailed the video dominated news headlines
for several weeks, yet ClassiQ and his
management, failed to seize the opportunity.
If well exploited and handled, ClassiQ would
be smiling to the bank by now.

5. The Art Vs. The Business

Upcoming artistes in Nigeria need to
understand the difference between their love
for music and the music business. This
understanding could change how they see the
art. Upcoming artistes must understand that
music business obeys the law of demand and
supply. Every music corresponds or is
peculiar, to a particular audience or
environment at any given time. As such, an
artiste must strive to satisfy the demands of
his audience without compromising the
quality of his music.
Artistes who have been able to master this
technique have thrived beyond their wildest
imagination. These lucky stars include
Psquare, Wizkid, Olamide, Flavour, Yemi
Alade, MI, Tiwa Savage and Davido.

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