From Afrobeat to Amapiano to Highlife, African music has gained growing traction globally. Captivating listeners as more people embrace the sound of African music, it is no surprise that the artists are equally earning international recognition and awards for their talent and hard work. Nigerian artists, in particular, are making waves internationally. Figures like Wizkid, Burna Boy, Tems, and Rema are celebrated not only for their unique styles but also for the Nigerian identity they bring to their music. Each of these artists has helped solidify Nigeria’s place in the global music landscape by achieving notable success on global charts and securing international awards.
Projected Growth for Nigeria’s Music Industry
In Nigeria, the broader entertainment and media industry is anticipated to grow significantly, with a compound annual growth rate of 16.5% from 2023 to 2027, potentially doubling in value to nearly $13 billion by 2027. This will be primarily driven by digital expansion across various sectors like mobile media and digital advertising.
Meanwhile, the music streaming sector specifically is expected to grow at a rate of 14.9% annually from 2024 to 2027, reaching an estimated market volume of $107.40 million by 2027. The music industry, both locally and internationally, has become a significant driver of youth employment and empowerment, fostering opportunities across the creative landscape.
So, what can other artists do to tap into this ever-growing demand for Nigerian music? What steps can they take to be part of this growth and successfully navigate the global music market?
Navigating The Rising Demand For Nigerian Music
Digital Marketing And Branding
For an artist, building and maintaining a recognizable, consistent brand is essential; this gives audiences something to connect. Branding becomes even more crucial when sharing art with a global audience. Seeing as it requires an intentional approach and tailored marketing strategies. To this end, engaging professionals with expertise in brand management can be invaluable in ensuring an effective outreach.
Image is everything, especially in this digital era. Therefore, from establishing a strong social media presence to managing PR campaigns and advertising, investing in digital marketing can yield significant rewards. Today, social media platforms like Instagram and TikTok allow artists to reach fans worldwide, and even short video snippets of songs can go viral, serving as an unexpected gateway to success.
Streaming Platforms
In this era of digital music distribution, artists need to have their music on streaming platforms. Not only does it make music accessible worldwide but also streamlines the process of royalty tracking and collection, helping artists monetize their work effectively. These platforms like Spotify also provide data on listener demographics and engagement, allowing artists to make informed marketing decisions.
Royalty And Catalog Management
In the quest to expand an artist’s reach and connect them with new and diverse audiences, it becomes paramount to manage and track royalties earned from multiple sources. This not only ensures that artists are compensated accurately but also minimizes the risk of lost revenue. Alongside digital music distribution and streaming platforms, there are also music business solutions like Royalti.io which help analyze revenue data pulled from different sources, offering artists a clear consolidated view of their earnings.
Collaborations
Artists looking to expand internationally often collaborate with other artists, blending different styles and talents to create something unique and potentially the next hit song. Collaborating with artists from regions they aim to penetrate can enhance cross-cultural appeal. Often, the song doesn’t need to be a new release; a remix featuring an artist from a target market can open doors to new audiences.
Success in today’s music industry requires strategy and intentionality with every release, campaign, and piece of content. Focusing on engagement, making it easy for fans to participate, leveraging virtual events and live streams, and consistently networking are essential steps in building a lasting, global presence.
