Is the Nigerian music industry finally leaving a dent on the World map?
Nigeria’s Entertainment and Media Industry is expected to generate revenue of up to $2.8 billion between 2016 and 2021. This is according to the latest PricewaterhouseCoopers LLP (PwC) report. But the entertainment industry did not just get here by chance.
It’s difficult to put an exact date on when the Nigerian music started booming, but the 2004-2006 period saw Nigerian music explode on the African stage. This period saw hits such as “African Queen”, “Tongolo”, and “Na Ba Ka” by Chocolate City’s Jeremiah Gyang among others. It seemed that Nigeria had just woken up to its own sound and Africa would follow suit.
Since 2004 when DonJazzy started Mohits crew with Dbanj and other records like Storm Records, Chocolate City came into the Nigerian Music industry, the industry has only evolved into an industry that adds to the GDP of the country. In 2010, Dbanj decided to collaborate with Snoop Dog for the remix of Endowed. This was the first notable collaboration with a foreign artiste from the US. In 2014, P-Square told CNN that they make close to $100,000 per show.
Fast forward to 2018, Nigeria has become a force to reckon with in the global scheme of things. You will never quite understand the meaning of “Shoki”, “Alingo”, “Sekem”, “Skelewu”, “Skelemba”, “Shaku Shaku” and the incantation that encapsulate our sound these days. Our music has been exported to different countries of the world. The world is embracing Nigerian music and our artistes are filling halls in London and stadiums in Ghana, Rwanda among other countries. In 2014, CNN released the top sexy accents and Nigeria was sixth in the world.
Nigerian musicians are getting global deals from big brands like Sony, Nike among others. This means that beyond just the content of our music, global brands are beginning to realise that our musicians command and influence a massive number of fans all over the world. For a brand who is only interested in the numbers, they need Nigerian musicians to push certain agendas.
The music industry is in its infant stage and more deals and partnerships will surface in the coming future, leaving Nigerian musicians the power to determine what the world will listen to.