We examine Nigerian pop music on the international stage and the reasons why it is performing so well. As a communication and emotional expression, music consists of a mixture of vocal and/or instrumental resonance for dulcet or contrasting chords. Modern music is characterized by a bewildering variety of styles that are predominantly contemporary or reflect certain cultural norms.
If you are a music enthusiast, you may often wonder why Nigerian music is so interesting and distinctive. The Afrobeat and Afropop genres are, to say the least, intriguing. Numerous trends, such as culture and age demographics, make the Nigerian music scene incredibly fascinating. Tradition and culture, however, remain the firm foundation upon which the country sells its music abroad.
Nigeria has lots of Grammy Awards, some dating back to the 90s. Wizkid and Burna Boy lead the way for Grammy-winning artists in the modern era. These coveted awards, including the BETs, reveal the Nigerian music’s unique taste. There are a number of factors that make Nigerian music globally unique and groovy. African artists are curious as to why Nigerian music is more successful internationally than other African music.
Nigerian music cannot be compared to music from other African countries when it comes to cultural output, social connectivity, and internet influence. The country’s art remains a mystery to the rest of the world and to the most daring audience. Nigerians have taken music far beyond basic purpose, i.e., music for the soul to a means of survival. Despite artists from other countries may put in the same amount of effort or use the same methods.
What Really Makes Nigerian Music Unique and Popular?
With the Internet eradicating limitations of time and space, this new generation of pop stars’ music has spread worldwide. The globalization and innovation of media spaces and technology is another significant factor. The music of Nigeria is absolutely soaring.
It is expanding at such a dizzying rate that once it reaches the pinnacle of global success, there may be nothing left to subdue. The issues surrounding the global dominance of Nigerian music have existed for some time. Consequently, why is Nigerian music so prevalent on the African continent and perhaps even internationally? There is no single reason, but rather a combination of reasons.
We take a careful look at Nigerian pop music on the international stage. The following are a few reasons why Nigerian music is performing exceptionally well and is distinctive:
Population
Music or entertainment in general is phenomenal when there is an appreciative audience. The greater the number of fans, the greater the enthusiasm of such artists. Nigeria has a population of more than 215 million people at present. The country has over 109.2 million internet users. 43 million are social media users ( WhatsApp, TikTok, Facebook, etc.), according to a report of digital data.
Nigerians created an astounding 1.3 million playlists one year after the launch of Spotify. This massive increase in music streaming allows Nigerian music to excel locally and internationally, giving them a competitive edge over countries with a smaller population. Since the majority of Nigerians spend more time online than offline, the internet is currently required for both established and aspiring artists.
The exponential growth of Nigerian music reveals that 40% of Nigerian Afropop is streamed in the United States, the United Kingdom, and France. Nonetheless, according to a report, Nigerian Spotify users use VPN to “trick” their device’s location. Obviously, the above data analysis is one of the motives why the top 10 most streamed African artists are predominantly Nigerian.
Culture
Culture and tradition contribute significantly to the interesting and distinctive nature of Nigerian music. The cultural experiences of West Africa provide a solid basis for creativity. In addition, Nigeria has a unique sound that was created by incorporating traditional African music with modern pop and R&B music. It has won over fans all over the world with its fusion of genres. Also, African cultural influences largely explain why Nigerian music is interesting and distinctive.
The lyrics, which frequently recount tales of life in Nigeria and the traditional attire worn by some of the country’s artists, fascinate music enthusiasts. In addition, the most traditional musical styles have a close relationship with contemporary and popular music. Moreover, the majority of traditional musical styles continue to draw motivation from these genres.
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Charming Artists
The beauty, enchanting vocals, and profound lyrics of Nigerian music make it interesting and distinctive. Pop artists have great voices, highly contagious rhythms, and uplifting lyrics. Even if you do not understand what they are trying to say in their native Igbo or Yoruba language, it is still possible for you to enjoy listening to them. Even if you do not understand a line, these songs could very well make your heart sing along with them.
Eagerness For Survival
The country is experiencing setbacks due to population growth, which presents a variety of problems such as deprivation, unemployment, and insecurity. Embracing self-employment, such as music imprints, is one way to respond to these environmental changes.
It may sound a bit harsh to say that Nigerians are more hardworking than citizens of other countries, but the extent to which they apply efforts to really get what they want is extraordinary and unmatched; the notion that anything that generates income is worthwhile makes Nigerian music more of a “source of survival” than a form of entertainment.
Connection With Fans
Reiterate that Nigerians have the greatest internet access among African countries. Thus, with the help of social media, many artists are able to interact with other people, build relationships with fans, and even face criticism, giving them the opportunity to alter or maintain their musical style in order to reach a larger audience.
Social connection with fans allows the artist to comment on or express gratitude to fans, thereby encouraging them to return to their thriving communities. The lively and uplifting nature of Nigerian music is also one of the genre’s defining characteristics. The rhythms are intense, and the lyrics are normally optimistic. As a result, this music is perfect for dancing.
Connection With Major Labels
One can easily “blow” once been signed by a major label, not neglecting the most important benefit of a record label, which is marketing. So far, the Nigerian music industry has the highest number of major labels in Africa. This is because the presence of successful artists like Wizkid, Burna boy, as well as Tiwa Savage alone makes work less tedious for upcoming artists in the country.
When compared to other African countries with fewer record labels or artists who are “already made,” this mutual influence between artists and record labels comes out on top. The albums released by these major labels often feature collaborations with musicians from other regions, which results in their music being widely spread across the world.
Energetic Concerts
If you want to have an experience that is new and exciting the next time you go to a concert, you should consider going to see a performance by a Nigerian artist. Always a good time, the concerts never fail to deliver. And everyone is aware of this fact. The time when Burna Boy completely sold out his July Show in just three minutes is a good example of this.
You can tell why Nigerian music is intriguing and distinctive simply by observing the charisma of its artists. Because Nigeria is home to such a diverse array of musical styles, the country truly does have something for everyone. The vocals are typically performed in a call-and-response format, which manages to be both soulful and catchy at the same time.
Consistency
It boosts customer satisfaction and the artist’s confidence in achieving stability. Numerous Nigerian artists rose from seclusion to the top of the music industry by continuously releasing singles and albums, regardless of their success. The music industry is densely populated, brimming with talented stars, and possibly fiercely competitive. Consequently, releasing songs back-to-back is an excellent strategy for increasing fame and output.
Regardless of talent, it is evident that consistency increases awareness while inconsistency has the opposite effect. Burna Boy, Davido, Wizkid, Olamide, and a large number of other artists are examples of musicians who have maintained consistency throughout their careers. To dispel skepticism, one must inquire how several popular artists other African countries have and how many of them are consistent.
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In Review
While many criticize Nigerian music for its lack of substance, nobody can dispute the fact that it has dominated the African continent and the global market. The music of Nigeria is among the best in Africa. Nigeria is the African country with the greatest cultural output, the most interconnected community, and the greatest internet influence. Others, including the most avid prospectors, find it difficult to comprehend the country’s art.
The majority of artists can relate to their audience, cultivate a fan base, and even gain insight from constructive criticism. All of this assists them in determining whether it should alter their sound or remain faithful to it. To maintain thriving communities, artists develop meaningful social connections with their most devoted supporters by reacting to fan feedback and expressing gratitude. Consequently, the Nigerian music industry is home to the most influential labels in all of Africa.
