You, yes you Nigerian brand. Just stop what you are doing. Stop right now.
Stop giving our Nigerian musicians money. Stop right now. Just stop.
I will tell you why in a bit but stop first.
You are part of what is wrong with our music industry. You are part of those that don’t want this industry to really grow.
Okay maybe not all musicians. I take that part back. Maybe give a bit to those who have achieved something musically. Those who have a body of work that is worthy of critique.
But don’t give money to each and every musician that knows what the inside of a recording studio looks like.
Stop it.
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Stop giving every Tom, Dick and obscure singer an endorsement deal. Stop giving them money to come for your end of year party. Stop organising brand promotion events, calling them concerts and inviting every musician and his singer brother.
I’m not trying to take food out of the mouths of struggling musicians. Actually I am. But I’m also trying to make sure they truly deserve all the money coming their way.
Now, why.
It is because of people like you that our music industry has stagnated. It is because of you that our artistes no longer care about record sales. It is because of you that no one really cares about piracy in the industry.
Why should an artiste care about making money from selling records when a lazy brand manager is always willing to throw money at me for just being a known face.
Why bother with honing my craft and becoming a better musician? Why waste my time with bettering my stagecraft?
Have you ever wondered why artistes in Nigeria don’t go on proper nationwide concert tours to promote new music? Part of the reason is laziness and maybe ignorance.
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But the real reason is that it is far much easier to sign yourself away for a few million.
Endorsements are a dime a dozen amongst Nigerian musicians. In fact it is far more easier to list the musicians without endorsement deals than to list those who have.
So we are left with the sorry and sad situation where our musicians angle for the attention of any brand manager instead of the attention of their adoring fans. And by any brand manager, I mean any brand manager or any random company.
That surely is not bad for the music industry, I hear you say. After all, money is coming into the industry. But not the right kind of money. And there is such a thing as not the right kind of money. Don’t let your pastor deceive you.
Who pays the piper dictates how the music is played. Which is why we have such aberrations like music talent shows and concerts that serve only the wishes and desires of the brands and not the musicians or fans.
Reason why the business side of our music is underdeveloped and artistes’ music careers are literally at the mercy of corporate brands. But that doesn’t matter, abi as long as the money is rolling in.
But seriously you guys need to stop this. For the sake of our music, please stop.
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