Building a strong online presence as an Artist
In Nigeria’s dynamic music scene, a robust online presence is no longer optional—it’s essential. With Afrobeats and other genres gaining global traction, Nigerian artists are leveraging digital platforms to reach wider audiences, build their brands, and generate income. This article explores the impact of online presence on Nigerian musicians, outlining its advantages, disadvantages, and effective strategies for building a strong digital footprint. Advantages of a Strong Online Presence Global Reach Nigerian Musician Digital platforms like Hafrikplay Spotify Youtube, and TikTok enable Nigerian artists to connect with international audiences. Artists such as Burna boy and Wizkid have utilized these platforms to achieve global recognition, performing at major venues worldwide . Direct Fan Engagement Social media allows for real-time interaction with fans, fostering loyalty and community. Ayra-Starr, for instance, gained attention by posting song covers online, leading to her signing with Mavin Records. Diversified Revenue Streams Online presence opens up multiple income avenues, including streaming royalties, merchandise sales, and brand partnerships. Luxury brands are increasingly collaborating with African musicians, reflecting the growing influence of African music globally . Creative Control Maintaining an online presence allows artists to control their narrative, from music releases to personal branding, without relying solely on traditional media outlets. Disadvantages of a Strong Online Presence High Competition The digital space is saturated, making it challenging for emerging artists to stand out without significant marketing efforts. Financial Constraints Effective online promotion often requires investment in quality content creation and advertising, which can be a barrier for artists with limited resources. Time-Consuming Building and maintaining an online presence demands consistent effort and time, which can detract from the creative process. Exposure to Criticism An online presence makes artists more susceptible to public scrutiny and negative feedback, which can impact mental health. Strategies for Building a Strong Online Presence Own a Professional Central Hub Why it matters: Your website or Electronic Press Kit (EPK) is the one online space you fully control—unaffected by shifting algorithms or platform outages. What to include: Homepage: Artist photo, short bio, latest release highlights, and clear calls‑to‑action (newsletter sign‑up, social links). Music/Discography: Embedded players, direct‑purchase links, and streaming buttons. Tour Dates & Events: Chronological listing with venue details, ticket links, and maps. Press/Media Kit: High‑res photos, bio, press clippings, and contact info for bookings. Merch Store: Branded items, digital downloads, and bundles for additional revenue. 2. Master Social Media Engagement Platform selection: Focus on 2–3 platforms where your target audience is most active—for many Nigerian acts that’s Instagram, Tik Tok and YouTube. Content formats: Short‑form video (Reels, Tik Tok): Snippets of unreleased tracks, behind‑the‑scenes, dance challenges. Stories & Live: Real‑time Q&A, studio sessions, or mini‑concerts. Posts & Carousels: High‑quality stills, lyric quotes, or “swipe‑through” announcements. Engagement tips: Reply to comments and DMs within 24 hours. Use polls, quizzes and “this‑or‑that” stickers to solicit fan input. Participate in trends—but tailor them to your sound and image. 3. Optimize Streaming Platform Profiles Complete your profile: Professional cover art, cohesive artist name/handle, a concise bio, and updated social links. Playlist pitching: Submit to editorial playlists through platform‑specific portals. Tag independent curators and user‑generated playlist creators. Platform features: Spotify Canvas: Add short looping videos to enhance track appeal. YouTube Community: Share polls, images or quick updates outside of main video uploads. 4. Create Compelling & Consistent Content Content mix: Music releases: Singles, EPs, remixes. Visual content: Official videos, lyric videos, behind‑the‑scenes clips. Personal stories: Share inspiration, milestones, or “day in the life” vlogs. Quality matters: Invest in clear audio and crisp visuals—even smartphone footage benefits from good lighting and sound. Posting cadence: Develop a realistic schedule (e.g., 3 posts + 1 live stream per week) and stick to it. 5. Cultivate & Nurture Your Fan Community Dedicated spaces: Private Facebook groups or Discord servers for super fans. Exclusive offers: Early access to tickets, limited‑edition merch drops, or members‑only live streams. User‑generated content: Encourage fans to remix tracks, create dance routines, or record covers—then feature their work on your channels. 6. Strategic Networking & Collaborations Cross‑promotion: Partner with peer artists for joint releases or social‑media takeovers. Industry connections: Engage bloggers, playlist curators, radio DJs and event promoters online. Influencer outreach: Send personalized messages or EPKs to targeted influencers who align with your brand. 7. Leverage Digital Marketing & Analytics Paid ads: Run small‑budget campaigns on Facebook/Instagram or YouTube targeting specific demographics (age, location, interests). Email marketing: Build a newsletter list to announce releases, merch drops, and shows directly to fans’ inboxes. Analytics tools: Use native insights (Instagram/Facebook) and Google Analytics to track traffic, engagement rates, and conversion metrics—then adjust your strategy accordingly. 8. Monitor, Adapt & Stay Authentic Performance reviews: Every month, audit which posts, videos or ads generated the most engagement or streams. Trend adaptation: Watch emerging platform features (e.g., new Tik tok editing tools) and experiment early. Authenticity: Above all, be yourself. Fans connect deeply with genuine storytelling—let your unique personality shine through every digital touchpoint. By combining these strategies—anchored by a professional central hub, supported by smart social‑media tactics, and refined through data‑driven adjustments—you’ll lay the groundwork for a vibrant, engaged fanbase and a sustainable music career in Nigeria’s dynamic digital landscape.
Entertainment – Pros & Cons of Independent vs Major Record Labels
What is a Record Label? A record label is a company that helps artists produce, distribute, and promote their music. They invest money and resources to turn raw talent into a global brand. Labels can handle everything from studio sessions and music videos to brand deals and international tours. In the Nigerian music industry, record labels play a HUGE role. From turning Olamide into a movement to projecting Asake and Fireboy into stardom, labels often provide the structure and funding artists need to grow. There are two main types of record labels: Major Labels (e.g. Universal Music, Sony Music, Warner Music) Independent Labels (also called “indie labels”) What is an Independent Record Label? An independent label operates without support from the “big three” (Universal, Sony, or Warner). They are usually smaller, more personal, and sometimes artist-owned. Role of Independent Labels to Artists Creative Freedom: Artists make more decisions on their sound, lyrics, and image. Artist Development: Indie labels often nurture artists from scratch. Better Revenue Sharing: More transparent and fair deals. Role of Indie Labels in the Nigerian Music Industry Independent labels like YBNL, Mavin, and Chocolate City have helped launch careers without heavy foreign influence. They: Empower grassroots talent. Promote unique Afro sounds. Build strong local fanbases before global recognition. Pros of Independent Record Labels Creative control over music and image. Close artist-label relationships. Faster decision-making. More earnings from streaming and shows (depending on the deal). Major Record Labels: The Big Leagues Major labels are international giants with huge budgets, teams, and global networks. They can take your music from Surulere to Times Square. Role of Major Labels Worldwide Promotion: Marketing you across continents. Massive Budget: For videos, collaborations, and tours. Award Opportunities: GRAMMYs, BETs, and more. Pros of Major Record Labels Global exposure. Access to A-list producers and platforms. Big investments in music production and brand building. Cons of Major Labels Loss of creative control. Complex, long-term contracts. Smaller artist revenue share (you may only earn a small cut from your own work). Benefits of a Record Label to Artists Funding: Covering studio sessions, video shoots, marketing, and sometimes accommodation and transport. Distribution: Ensures your music is on top platforms, radio, and playlists. Branding & Marketing: Helps shape your public image and build your brand. Industry Connections: Access to producers, promoters, influencers, and media platforms Final Thoughts At the end of the day, it’s not about the size of the label — it’s about the fit. Some artists grow better with indie labels that offer freedom and mentorship. Others might need the international reach of a major label. Whatever you choose, make sure the label understands your vision and helps you build, not box you in. Bonus Tip for Artists: Always read your contract. Get a lawyer. Understand the terms. Your music is your business — own it.
Entertainment – Jelo Matini: Street Stories, Global Sound
Introduction Jelo Matini, born Omiete Harry, is a rising star in the Afro-fusion and street-hop scene, crafting raw, authentic music that resonates with listeners worldwide. Representing Outside Babiez, he blends real-life experiences with smooth melodies and calculated flows, creating a unique and powerful sound. About Me Jelo Matini brings a bold, unapologetic sound influenced by hustle, ambition, and real-life experiences. With tracks like “Money Bop,” “Closer,” and “Russia,” he’s carving a unique lane that connects the streets to the global stage. He’s more than an artist; he’s a movement. Musical Journey Jelo Matini’s musical journey began on the streets, using music to express life’s struggles and triumphs. From freestyling with friends to recording with limited resources, his passion drove him to create music that reflects the realities of “outside life.” Signature Style Jelo Matini is a multi-genre artist, fusing Afro-drill, street-hop, rap, and trap-infused Afrobeats. His sound is characterized by catchy hooks, clever lyrics, and emotionally raw verses, delivered with bold confidence and a calculated energy. Unique ad-libs, street lingo, and strong storytelling make his style instantly recognizable. Notable Achievements Released fan-favorite singles “Money Bop” and “Closer.” Built a growing fanbase under the Outside Babiez movement. Gained traction on TikTok and streaming platforms with organic listens. Performed at events, including the Okochiri Music Festival alongside Odumodublvck, Wizard Chan, and more. Existing Projects “084 Finesse” EP (6 tracks) “Money Bop” (Single) “Closer” (Single) “Ph City Girl” (Single) “Russia” (Single) Future Plans More singles and collaborations are forthcoming. Influences and Inspirations Jelo draws inspiration from everyday people—hustlers, dreamers, and outcasts. His music reflects Nigerian street culture and global drill/hip-hop influences. Discography “084 Finesse” EP “Closer” (Single) “Ph City Girl” (Single) “Money Bop” (Single) “Russia” (Single) Upcoming Projects More singles and collaborations are to be announced. Connect With Me Spotify: https://open.spotify.com/artist/4WRceMiav8L0PQRGcmAoNw?si=wFu24VR9T8O-ak-UQXoynQ Facebook: https://m.facebook.com/100080139452992/ Instagram: https://www.instagram.com/jelo_matini?igsh=Y2JlczZ4Z3c3ZGhu&utm_source=qr TikTok: https://www.tiktok.com/@jelomatini?_t=ZM-8u6AGWRxbhm&_r=1 YouTube: https://youtube.com/@JELOMATINI?si=MtYYOkTCDR_koZcO Facebook: JELO MATINI Instagram: JELO_MATINI Twitter: JELO MATINI Listen HERE
Entertainment – Lit Vybz: The Journey of a Rising Star
Introduction In the dynamic world of music, new voices emerge daily, but only a few have the unique blend of talent, authenticity, and drive to stand out. One such artist making waves is Kwen Joshua, better known by his stage name Lit Vybz. With an easygoing personality and a knack for storytelling through music, Lit Vybz is proving to be a force to reckon with in the industry. About Lit Vybz Lit Vybz describes himself as someone who moves at his own pace, embracing opportunities wherever they arise. “I thrive on my terms and bask where I see fit,” he says. This independent spirit is evident in both his music and approach to life. The Musical Journey The spark for Lit Vybz’s musical journey ignited early, with an Eminem track serving as his gateway into the art. While that moment set the stage, it did not define his musical style. Instead, it fueled his passion for music and led him to discover his own unique sound. Today, he creates music that blends comedy, storytelling, and deep emotional connections, allowing listeners to feel his experiences through every beat and lyric. Signature Style Lit Vybz’s music is a captivating fusion of creativity and relatability. By incorporating comedic elements and heartfelt storytelling, he crafts songs that resonate deeply with audiences. His goal? To make listeners not just hear his music but truly feel it. Notable Achievements Over the years, Lit Vybz has built an impressive portfolio of accolades: Winner: P&J Rap Battle Runner-up: Abuja Mega Rap Attack Champion: Cowbell Campus Revolution (2nd Edition) Artist of the Year: University of Calabar Most Promising Artist: Cross River State He has also graced some of the biggest stages, such as the Smirnoff X1 Tour, Trace in the City, and the Odumodu X Anti-World Gangsters Tour. Discography & Projects Lit Vybz’s music catalog showcases his versatility and depth: Singles like Somebody and Problem, along with numerous impactful features, highlight his dedication to meaningful content. His highly anticipated debut EP is set to drop soon, a significant milestone in his career. Looking ahead, Lit Vybz plans to launch a campus tour in 2025, further solidifying his presence and connection with fans. Influences & Inspirations Drawing inspiration from a diverse range of artists like Drake, Bad Bunny, Pitbull, Sean Paul, MI Abaga, and Fireboy DML, Lit Vybz embraces music as a universal language. He believes in breaking barriers and creating art that transcends borders. Connect With Lit Vybz Stay updated with Lit Vybz’s journey and connect with him across social platforms: Instagram: @dlit_vybz TikTok: @dlit_vybz Snapchat: @lit_vybz Facebook: Litty Vybz Listen HERE
The Creative Conundrum: Reflecting on the Impact of Foreign Investments in Nigeria’s Entertainment Industry
In the last decade, the Nigerian entertainment industry has seen monumental changes. From the rise of Afrobeats dominating global charts to Nollywood productions streaming on international platforms, the progress has been undeniable. However, as someone who has lived and worked within this ecosystem, I’ve witnessed firsthand the challenges that came with the advent of foreign investors and DSPs (Digital Service Providers). While their entry was heralded as a new dawn, it has revealed a bitter truth: not all that glitters is gold. The Netflix Fallout: A Symptom of Deeper Issues The recent announcement of Netflix canceling advance deals with production companies in Nigeria sent ripples through the creative industry. For some, it was a shock. For others, like myself, it was an inevitable reckoning. Over the years, I’ve watched production houses transition from grassroots operations to cash-fueled giants with little to show for it. The problem wasn’t a lack of talent or even funding—it was a lack of accountability and vision. Script hunting, which once defined the integrity of filmmaking, was replaced with a preference for what would please investors. Stories lost their depth, budgets were mismanaged, and the pursuit of consumer satisfaction gave way to a fixation on numbers. In this Netflix saga, one can’t help but draw parallels to the Nigerian music industry. Distribution agencies dangled advances in front of artists, prioritizing streams over substance. Similarly, in Nollywood, numbers became the be-all and end-all, sidelining creativity, innovation, and cultural storytelling. Diluted Creativity and Gatekeeping The entry of foreign investors was supposed to be a lifeline for the industry—a chance to amplify our stories on a global stage. Instead, it exposed cracks in our system. Producers, armed with unprecedented funds, began to prioritize personal gain over quality productions. The results? Repetitive Content: Pre-colonial settings with little originality have become the norm. Limited Talent Discovery: The same faces dominate our screens, while fresh talent remains in the shadows. Lack of Narrative Depth: Twist plots and diverse storytelling have taken a back seat. Gatekeepers capitalized on the influx of funds, creating a system where creativity was stifled, and mediocrity thrived. It’s disheartening to see such opportunities squandered, especially when these investments were meant to deepen our cultural influence globally. Is Foreign Investment a Blessing or a Curse? As creatives, many of us wrestle with this question daily. Did the arrival of foreign investors and DSPs save us, or did it magnify the existing socio-economic issues in our country? Or, perhaps, is greed the root cause of this malaise? These platforms have undoubtedly opened doors, but at what cost? The decline in the quality of Nigerian music and films suggests that something fundamental has gone wrong. Instead of serving as a bridge to global recognition, the influx of funds seems to have dulled our creative edge. Moving Forward: A Call for Change The exit of Netflix might be the wake-up call we need. It’s time for the creative industry to return to its roots—collaboration, storytelling, and innovation. Here are a few steps we can take: Reimagine Collaboration: Smaller budgets don’t mean smaller ideas. By pooling resources and talents, we can create impactful films and music that resonate deeply. Support Emerging Talent: Younger creatives need platforms to showcase their skills. This includes fair auditions, open opportunities, and mentorship programs. Accountability Measures: Associations and communities within the creative industry must implement strict guidelines to prevent corruption and ensure the proper use of funds. Government Intervention: Intentional investment in the entertainment sector can drive economic growth, create jobs, and enhance cultural diplomacy. A Glimpse of Hope We’ve come a long way from where we were 20 years ago, but we still have a long journey ahead. The Nigerian creative industry is a treasure trove of talent, and with the right systems and support, it can thrive sustainably. The exit of foreign investors doesn’t have to be the end—it could be the beginning of a renaissance. We have the stories, the talent, and the drive to make our mark on the global stage. It’s time we put them to good use. Omobosola Karimat Alaka is a creative executive and artist with over a decade of experience in the Nigerian music and entertainment industry. This piece reflects her journey, observations, and hopes for the future of the creative economy.