Music executive Femisoro Ajayi has said that while the fundamentals of success in the Nigerian music industry have remained largely the same, the strategies for reaching audiences have changed significantly over the years.
Speaking during a panel session at NECLive 2026, Ajayi explained that advances in technology and shifts in consumer behaviour have reshaped music marketing and distribution.
He recalled a time when music promotion depended largely on physical distribution channels, including record stores and Alaba International Market, where consumers purchased CDs.
However, he noted that the emergence of social media has transformed how artistes promote their music, engage with fans and build audiences.
“It has been the same elements needed to be successful. It’s the angle to go into the market that has changed,” he said.
Ajayi added that social media did not have the level of influence it commands today during the industry’s earlier years, when physical music distribution remained a major channel for reaching listeners.
His remarks highlighted how digital platforms have changed the business of music while the core principles of building a successful career remain largely consistent.
