Opinion: Why Nigerian Musicians Prosper More Globally Than Other African Artists

Population & Internet Access

With an estimated population of 213 million people as of January 2022, Nigeria is the most populated nation in Africa (according to World Meters). Statista claims around 43% to 51% of the Nigerian population have access to the internet. That is more than 108 million people as of July 2021. Ethiopia, Africa's second most populated country, has a population of 114 million people. The implication is that the number of Nigerians on the internet is slightly less than the entire population of Ethiopia.

The percentage of Nigerians with access to the internet gives them the power to resonate and trend globally on platforms like TikTok and Twitter. TikTok is the latest tool for music discovery, making it easy for Nigerian music to taste the global market.

Diasporan Markets

With 40% of Nigerians living in poverty in 2020 (according to The Nigerian National Bureau of Statistics), an average Nigerian's dream is to leave. In 2015, UNDESA estimated the number of Nigerian international emigrants to be 1.2 million, giving the Nigerian music industry an added audience in the global market.

CBNC Africa predicts that in 2050 African diaspora will triple to 100 million people. Currently, 34 million Africans live outside their country of birth. Africans in the diaspora are another market Nigerians try to tap into when marketing their songs. They identify the demand forAfrican culture and lifestyle in the diaspora communities, hence they push Afrobeats to them. Music becomes the easiest way for them to connect with the motherland.

Language

In reality, this means that once the music gets into the media, it stands a chance of getting adopted and personalized by about 1.75 billion English-speaking people, a quarter of the world's population. The above figure does not include other non-English speaking communities that could fall in love with the song's melody.

Major Label Presence

Major labels have been in Nigeria for years. Wizkid, Davido, Burna Boy, Tiwa Savage, and Omah Lay have deals with either Sony Music, Universal Music, or Warner Music. The presence of these labels in the Nigerian music space increases their capital strength for production, branding, marketing, amongst others. The albums released with these labels boast features from international superstars hatching new markets for these artists as a byproduct of these collaborations. This also extends to building relationships and riding on existing partnerships made available by these labels for support from international media and music streaming companies.

Branding

Branding and lifestyle are vital. The Nigerians understand this. Hence they invest so much in developing brands and lifestyles for their artists. Rema came with a mask. Ruger is known for his eye patch. The imagery created by these items makes it easier for the audience to identify and differentiate these brands. The luxurious lifestyle also contributes to the buzz around these artists.