11 Reasons An Upcoming Nigerian
Artiste May Never Make It
Over time, I have come to critically observe the
contemporary Nigerian music industry and I’ve
questioned the many factors that surround it. Eventually I
was able to come to conclusions as to why this is like
this and that is like that, and with my knowledge in the
creative advertising and case studies was able to reach
these conclusions as to why many newbies in the
industry get it wrong.... 
1. You steal beats from already famous hits for your
debut.
Unless you’re already successful or you have well
connected persons pushing you on the scene, try not to
steal beats from already existing hits for your debut
album. It doesn’t project you as an original. You’ll get to
be seen as someone riding on the success of another
artiste. Well…except you are able to make your song far
more interesting than that of the original such that people
hardly even notice the borrowed element.
2. You’re afraid to experiment with tunes, beats and
lyrics.
If you’re not a daring artiste then you may be missing out
on opportunities to come out with unique productions.
Check out those who did it – Dbanj and Don Jazzy’s
manner of fusions that set their music apart. Or check out
Kas who sings in monotone and combines it with crazy
beats. And if want an international example, explore the
works of Robert Kelly (R.Kelly). What’s the result? You
can see it all on the charts.
3. Your videos consist of you in sunshades and sexy girls
dancing around you.
This has fast become a cliché in most music videos
today. Just tune into any Nigerian TV station during lunch
hour or in the late evenings today and you’ll discover that
80% of the music videos being played all look like this.
I’ve already talked about the sunshade issue in an earlier
post. It hides your identity; it kills the perception of your
facial representation as a brand (I hope I made sense with
that). Let your face register as the REAL artiste with your
audience. Nothing’s bad with wearing them, only don’t
make it a brand thing. It makes you look like every other
artiste.
And you singing all through the video with sexy girls
dancing around you is overrated and only shows lack of
creativity. In case you don’t know, your video strongly
markets you as a brand; a perception of you is created in
your video and when a video shows creativity, it becomes
more memorable and gives people a reason to talk about
it. When your song is not too good, you still have the
opportunity to make an imapct if you’ve got a superb
video.
4. Your videos also showcase you drinking alcohol,
smoking and flashing cash and jewelry.
This does not tell the audience how cool you are because
it only shows that you have low self esteem. Why would
you flash all the cash to let people know you don
‘hammer’? It’s the cheapest way for a failing artiste to lie
about his/her status and believe me, your audience know
better. Display of alcohol and splashing it about is not a
trendy thingy either. It’s been way over-used and is
usually a useless element that’s of no significance to the
video. Except your song talks about booze, adding it adds
no color or essence to your video.
5. Almost all your tracks have been auto-tuned
For those who may not know what the ‘Auto-tune’ is, it’s
the part or plug-in of the software used in recording
studios to manipulate your vocals to sound better or
different. This was an effect pioneered by the Late Roger
Troutman back in the 80’s with his Talk box, a device
attached to his keyboard to give his voice different
effects.
Thanks to the computer, American artistes like T-pain
and Lil’ Wayne have helped bastardize it. The same also
goes for Naija artistes who are indulging in massive auto-
tuning. It’s become so rampant in contemporary Naija
music. Now anybody can release an album; many so-
called upcoming artistes with bad voices now auto-tune
the living daylights out of their vocals and fool the public
into thinking they can sing. But they can’t keep up the
façade for long – wait till the time comes for them to
perform live. That’s when you know who can truly sing!
As an upcoming artiste, its better you stick closer to your
real voice so that you don’t traumatize your audience
when it comes to the live performance.
6. You’re always showcasing yourself as a ‘bad boy' in
your music and videos.
Many artistes think the ‘bad boy’ image is dope. LOL! It’s
not. Why? In a society like ours you can’t afford to be a
bad example on the entertainment circuit if you intend to
stay relevant. Upcoming artistes should realize that
artistes can also become ambassadors which means
someone who cuts a responsible image; someone the
society wouldn’t mind being a mentor to their children.
Taking such positions would mean more exposure,
publicity and endorsement deals for the artiste. Can a
‘bad boy’ or ‘bad girl’ be given such a role? I mean,
imagine a Terry G who glorifies internet scam or a Kelly
Handsome who fights in public being made a role model
for kids…Not!
7. The themes of most of your songs are about making
money and spending it lavishly.
Just as mentioned in the 2nd point, you’ll only be tooting
your horn arrogantly but will only sound like you’ve got a
low self esteem. Why not teach people about what it
takes to make it and not what it takes to show it?
8. You only offer to perform at a live event if offered
money.
Many upcoming artistes make the mistake of being too
focused on the money they’d end up making after a
performance. Mind you, you’re a nobody and nobody likes
to hire a nobody to perform. But people will allow you to
perform if you make it free.
Always offer to perform for free in any event you get the
opportunity to show yourself. In due time, your popularity
will build and by them you would have trained yourself in
live performance, gotten to meet others you can learn
from. Once you become known, you can begin to attach a
price to yourself.
9. You shoot your video by yourself
Especially when you’re not trained to shoot videos, don’t
ever attempt to do this. Let a professional do it for you.
Your first video should be an investment into a good
quality and creative representation because first
impression matters and sticks longer. Don’t get
overwhelmed by the mentality that you must do
everything by yourself.
10. Your mind is warped in the belief that sex sells and
you infuse it in your songs
True. Sex sells but only lazy uncreative artistes would go
that route. Why? Because it’s the easiest but it’s not
memorable because you’ll sound like every other
desperate artiste and eventually fade into oblivion.
11. You’ve got no mentor
You’re entering a territory where there are those who
already know how the system works and you decide to do
it solo? Bad idea. If not for Dbanj’s mentoring, Wande Coal
would have been zero. If not for Banky W, Whizzkid would
be nowhere, and the list goes on.
Lastly, I’d like to mention that if you’re under the
delusion that you can sing when everybody is telling you
you can’t, and it is very glaring, please wake up, face
reality and find your true calling elsewhere. Don’t wait for
some judge at an audition to tell you you sound like crap.
Otherwise, good luck with auto-tuning!
PS: Na my own I talk Oh! Everyone is entitled to their
own opinion!

.front page tinz.........

Wow, great eye opener

.
Meanwhile
.
. Working on my rap album

Í agree, your life sucks

ItsAnderson:
Í agree, your life sucks

Is the insult necessary? You could've passed your message without being so rude. Smh


Meanwhile OP, you did a really good job here. I like the points you gave, you were hitting every problem straight on the head. . . Everything you wrote up there is the truth, and I advise my fellow upcoming artistes to sink them into their hearts. Be Original, stay real and make GOOD MUSIC!

#Anticipate my next Rap track and my first single y'all!

Follow me on Twitter: @RealGiyaz


God bless you!

Lalasticla! Frontpage please!!!!

nice tips. thanks

Really good write-up, OP.

I dis agree with most of ur points Op

I agree with your points OP but they are for people who want to be good singers like Asa and co. Most artistes in Nigeria are so focused on making fast money they just release terrible music with good beats and autotunes that eventually fade after some months.

Not a must to have a mentor. Who is Davido's mentor?

Nice one...

12. Finance 13. Location