VOM ARTICLE : VOM ARTICLE - The New Music Industry in NIGERIA
Over time the work of the A&R has been diminished, artists get signed now after they have developed their careers personally and spent a large budget to get to a level where there is visibility for the artist and they have hit songs, and we know how much it will cost to produce a good song by a good producer or super producer.
THE NEW MUSIC INDUSTRY IN NIGERIA
ACCEPT IT or REJECT IT (Part 1)
We have always had good music from way back, and that is from the beginning of history, and it will always be there, we have different forms of music, so we need to be certain that music will transform over time and whatever form music is created it transcends cultural backgrounds , belief systems and language barriers. In the past we witnessed the connection between artists and their fans , the blossoming followership and entrance strategy into the music career path. Artists in the past did music for the love of the game but now they need to get paid for everything they do , even if it's just an appearance on a TV show without singing, let us examine where the music industry is today.
The music industry in Nigeria started from way back when we had major record labels like sony music , premier and the list is longer, they were here in Nigeria and labels will spot an artist who has been playing in a band at a live concert, they talk to the artist or at times the band if they are interested they sign the band and start career development on the artist , a proper nurturing is done but these days the artist will do everything themselves. In Nigeria and other parts of Africa (Ghana , Kenya , Zambia , South Africa) hip hop was not an option , 20 years ago we were doing fuji music , juju , highlife and we had major labels pushing acts and planning tours.
Over time the work of the A&R has been diminished, artists get signed now after they have developed their careers personally and spent a large budget to get to a level where there is visibility for the artist and they have hit songs, and we know how much it will cost to produce a good song by a good producer or super producer. Now we can produce a good album with an average of 12 tracks for about N1,400,000 (about $9,000) , But you can also hustle your way into producing the album for less, I do know some artists who produced their albums for less than $3,000 (about 500,000 naira) and still get a good sound engineer to do the final mix down and professionally mastered song , but you need to do a lot of work and also seek for favours , I know producers in Nigeria who charge a lot of cheddar , they charge as much as 300,000 naira ($1,800) for a track.
of the internet and it's penetration in the late 90's in Nigeria has changed the music business a lot because now artists can record their song, put it online and send download links for people
to download their songs even make comments which enable them know what people love about the songs.
I know some artists in Nigeria , America , Ghana , South Africa etc who write their songs , make the beat , produce the song, mix and master, design the cover art for the single , create social media accounts , promote their songs , push the song to the DJs personally , pay to get enlisted in mixtapes, pay radio houses (OAPs) to play their song (PAYOLA) and also lobby for shows in order to recoup their money spent on the project, but I hope you know such an artist will not spend much because he took it all the way from writing to production , promotion and marketing.
This write up is lengthy and we cannot finish this article in this issue so look out for the next issue of this magazine and get the part two of this discussion.
Author : voiceoutmag
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