Over the last five years, the Nigerian music industry has garnered so much momentum that cannot be compared to any African country, in all ramifications, even in economic returns.
Reliable reports say the Nigerian music industry worth $40 million (N11 billion) in 2011 and $47 million (N14 billion) in 2015. By 2020 this figure is expected to double to $86 million (N27 billion).
A very few of Nigerian musicians have hit it big, probably reaching the climax, but many are still struggling to make a living from music, let alone of becoming recognized globally, but that does not make it an impossible mission.
The struggles of some musicians especially the upcoming are somewhat associated with the level of their popularity in and outside the music industry, and this is often linked to how viral and popular a particular music is. If the music is viral, widely accessible and at the same time of good quality, the possibility of making a successful musical career is guaranteed.
Now, the question is how can musicians, especially the younger ones start making their music either video or audio reach a massive audience leveraging technology?
The word here is leverage; it does not call for total dependence on technology to deliver the maximum result. It only enables you to achieve the primary objective, which is making your music content go viral if appropriately leveraged.
The simple truth is that getting more people to listen to your music is a challenging game for newbies; it becomes worse if your music is below standard. That is one of the reasons musicians need to start understanding latest technologies and its application to beef up the quality of music before aiming for massive circulation.
However, I assume that you must have done your prerequisite assignment such having a Facebook Fan Page, music that resonates with people emotionally. This should be far from just producing music because everybody is going to the studio now and then. If you have done some of these, then using technology to make your music viral wouldn’t be a difficult task, all that would be required is to be committed using the tech tools available
YouTube: The music industry has been reshaped globally following the introduction of YouTube, the most significant video content hosting website. This is a platform for upcoming Nigerian musicians should start harnessing completely. I can bet that all the musicians know what is called YouTube and adequately have channels.
They are all there, joining the bandwagon. The question is, how are you utilizing YouTube to make your music more popular and viral? You cannot be using YouTube because other musicians are doing same, there has to be a strategy.
Just like Google when it comes to Search Engine Optimisation, YouTube has its algorithms, and you must be devoted to learning them to start optimising specific relevant keywords and phrases to your music. You are capable of generating as many clicks as possible, it is not magic or accidental, it is all about dedication. The moment you start ranking on relevant keywords, it becomes easier for your music to be identified and which subsequently makes it go viral.
Website: Every good idea in the form of content deserves a website. Gone are the days when websites used to be for a specific set of people. The present digital age behoves all musicians who are determined to make their music go viral build a website.
Some musicians have social media pages but fail to build a website, and that limits the desired result of creating an active and robust followership. Having a domain gives you as a musician name site authority in Google, and apparently, positions you on search engines than other musicians.
It is not all about having your name displayed on search results when someone searches for you on Google. How about Google showing your domain name, your new music or social media handles? That would be better than just displaying your name.
Whenever you have new music, either video or audio, let it be uploaded to your website, after which you promote through your Facebook Fan Page, and other social media networks.
The goal is to make your music go viral, not the conversion of leads just like in digital marketing. Therefore it is imperative you spend some dollars boosting your posts (music content) on any of the social media channels, preferably Facebook and Instagram. All of these channels should be integrated with your website.
Online Influencers: Every industry has influencers, people who are well respected and highly held in high esteem, it is not a bad idea if you choose to identify with them online and meet up with them.
Send them the link to your new music for them to help you broadcast even if it is going to cost you money, I think it worth it. Nothing sells music in Nigeria other than the popularity of the music, especially if influencers are helping a newbie to push a new music into the market through digital channels.
Conclusion: A musical career in Nigeria is becoming exciting but yet challenging. It is a roadmap that requires determination just like any other career. With some of the insights shared in this piece, if adequately implemented then, nothing will stop your music from going viral and hitting a massive audience.