It’s 2016, and world over, the effect and influence of social media has been tremendous in the last few years. Re-enforcing this fact is Nigerian singer, Tiwa Savage who recently explained how social media has helped build and sustain her brand.
During her speech at the 2016 Youth Enterprise Conference in Lagos, Tiwa said, ‘Social media is extremely fantastic for us artistes. It makes you closer to your audience. It has become a great source of revenue for artistes. I am not the only talented singer that gets on stage to dance and do all the routines but when you build your brand, it makes you stand out. It is not every day that you will have a hit song but the day you don’t have one, your brand will sustain you’.
She also explained how her label boss, Don Jazzy advised her to build a good brand: ‘Sometimes success is not really when you make it but how you sustain it. A lot of musicians were huge when I moved to Nigeria about five years ago but now we don’t really hear much about them. What Don Jazzy told me was that getting a hit record is great but building a brand is more important.
‘Music is also a business but we tend to forget the business side of it. You need to create a lifestyle that young people want to emulate. Sometimes, you may not have the biggest song out there but you are still doing shows, getting endorsements and calls to speak to people and that is because you are a brand’.
