Entertainment

Can good music market itself? [Opinion]

Published

Friday, 14 March 2025, 10:35 am

Contents

Can Good Music Sell Itself?Why Do Artists Like To Take Glory for Themselves?

The Nigerian music online community was recently stirred by the unflaterring remarks of rising star Mr. Fido who had a lot to say about the roles his marketing team played in his success.

According to Fido, these marketers hold themselves a little too highly and act like without them, he wouldn’t have recorded the success he now enjoys. The singer also shared that any attempt to point this out would result in him becoming a persona non grata in that community.

Marketing company go make you feel like na them Dey help your life, where as na you Dey make money for them, dem go still make you feel like say without them you no go fit make am. My brothers and sisters open your eyes and be wise, the day you show to them they you know what…
— Fido (@MrFidooooo) March 5, 2025

His comments has been met with angry reactions from music marketing professionals, industry executives, and surprisingly even from fans who are known to often take the side of the artist irrespective of the context.

Nobody discovered me, na me discover myself, anywhere you see say person talk say na dem discover me, na scam oo.
Na God discover me not man. No let them scam you oooooo#onlyGod is the key.
— Fido (@MrFidooooo) March 5, 2025

In another post, Fido said nobody discovered him. He ascribed the credit of his discovery to himself and then later to God, all in the same post.

This claim has since been disputed by documented evidence from Caleb Oyolola of Inner Circle Entertainment, who discovered him and steered him on the path of success.

Inner Circle discovered you, gave you a name, and built your brand. I personally convinced Bimbo to come on board. We pushed 'Awolowo' together in Bariga. Now you dare say we never invested in you? He talks about investors as if he brought them. Investors wey invest in the team. pic.twitter.com/brMuAmVS9A
— Screenshots Deserving (@caleb5g) March 6, 2025

After the success of his hit singles ‘Awolowo’ and ‘Joy Is Coming,’ Fido now appears intent on taking all the glory for himself, and should there be any left, it belongs to his God.

His comments rehash the question of the role other professionals play in the success of an artist and whether good music can sell itself.

Can Good Music Sell Itself?

The short, simple, and straightforward answer is no.

There has hardly ever been a product that achieved commercial success simply based on its inherent qualities, perhaps except for staple food.

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For a quality product such as good music to gain success, it first of all needs to attract substantial attention and this is the role of marketers and the PR team.

They strategise ways to communicate the music to different consumer demographics through mediums and contents that appeals to their interests and sensibilities.

Branding strategies, press features, a dance routine, a meme video, radio airplay, playlisting, influencer marketing, and interactive content, whether thought-provoking or controversial, are some of the ways music marketers take music to the target audience.

Without this active effort by a creative and dedicated team, the music will simply remain good material painfully lacking the required visibility to scale. This is the story of many artists who have good music but lack the resources to market it.

That Fido provides these funds to the music marketers doesn’t give him the license to condescend on their efforts. Rather, it’s simply a case of both parties holding up their end of the bargain.

It’s even important to note that music marketing campaigns that yield the required result are, in every sense, a big deal, especially at a time when music marketing is very expensive and guarantees are at their lowest.

Mr. Fido might wield palpable talent, but there’s a reason his success came only after he was discovered by the team at Inner Circle Entertainment, who expended resources to further his career, coupled with the efforts of the marketing team of Cidar Africa, who crafted ways to get the music to the mass audience.

Without them, he would probably still go by Phydo and simply be just another talented emerging artist waiting for his time in the spotlight.

This is, in fact, not hypothetical, as Fido failed to gain success when he attempted to do it “on his own” with the release of ‘Mr. Lover’ and ‘Awolowo’ remix featuring Kapo for which he didn’t enlist the services of Cidar Africa.

Fido’s statement becomes even more unfortunate when one considers the Cidar’s past success with Wizard Chan, Shoday, and more recently Kunmie who is the early breakout star of 2025.

Why Do Artists Like To Take Glory for Themselves?

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Entertainment

Priscilla Ojo's husband, Juma Jux pens heartfelt message on her birthday

Published

2 hours ago

March 14, 2025

Julie

Contents

Can Good Music Sell Itself?Why Do Artists Like To Take Glory for Themselves?

Tanzanian singer Juma Jux has taken to social media to celebrate his wife, Priscilla’s 24th birthday.

On March 13, 2025, he posted a video sharing bits from their ongoing holiday in Saudi Arabia, doting on her and expressing his love for her.

Ever since you came into my life everything started making sense, you colored my life in ways I can’t put into words having to spend this birthday as your husband is a gift I can never trade for anything I pray to God for many years ahead of laughter, good health, love, peace and everything good I LOVE YOU ❤️ my beautiful wife @its.priscy HAPPY BIRTHDAY #JP2025

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A post shared by Juma_jux🇹🇿 (@juma_jux)

Iyabo Ojo’s post at the time came amid confusion on social media after Priscilla posted the pictures from her and her man’s traditional photoshoot without announcing her engagement. While some social media users thought it to just be a photoshoot, others assumed the pictures were a form of wedding announcement.

An excited Iyabo Ojo announced that the couple’s white and traditional weddings will hold in April in Lagos State, while the grand finale party will be held in Tanzania in May.

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Entertainment

Africa Magic Viewers' Choice Awards Returns for 11th Edition: Here’s what to expect

Published

5 hours ago

March 14, 2025

Julie

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The countdown has officially begun for the 11th edition of the Africa Magic Viewers’ Choice Awards (AMVCA), Africa’s biggest celebration of film and television excellence. A new decade, a new chapter Bigger, better, and more inclusive Get ready to join the conversation

The countdown has officially begun for the 11th edition of the Africa Magic Viewers’ Choice Awards (AMVCA), Africa’s biggest celebration of film and television excellence.

At a press conference held at the Africa Magic Studios in Lagos, key dates and exciting updates were unveiled, setting the stage for another spectacular showcase of African storytelling.

A new decade, a new chapter

After 10 years of recognising outstanding talent in African cinema, the AMVCAs are gearing up for a milestone year.

The nominee announcement is scheduled to air across all Africa Magic channels on Sunday, March 23, 2025, at 7 PM WAT, with the grand awards night set for May 10, 2025, in Lagos.

Since its inception, the AMVCAs, in partnership with MultiChoice, have honoured 267 exceptional creatives across various categories, invested over ₦10 billion in award production, and contributed to the creation of more than 30,000 jobs within the entertainment industry.

The impact has been undeniable; over 60% of industry professionals acknowledge the AMVCAs as a driving force behind the growth of African cinema, with 76% crediting it for bringing international recognition to African films.

READ ALSO: Are sex scenes necessary in movies?

Bigger, better, and more inclusive

John Ugbe, CEO of West Africa, MultiChoice, emphasised the awards’ evolving role in spotlighting African storytelling on a global scale.

“For over a decade, the AMVCAs have been at the forefront of showcasing African talent. As we step into a new decade, MultiChoice remains dedicated to taking the awards to new heights, fostering global partnerships, and ensuring African cinema gets the recognition it deserves,” he said.

To make this year’s edition even more special, organisers have introduced several exciting updates:

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A New Category for Music & Sound in Film: Recognising the vital role of music and sound design in storytelling.

A Global Lens on African Talent: The AMVCAs will introduce international collaborations to bring Black and Diasporan talent into the fold.

Honouring Nollywood’s Pioneers: A new initiative will pay tribute to the early contributors who helped shape the industry.

An Enhanced Jury System: A refined approach to ensure a fair balance between expert critique and audience appreciation.

Dr. Busola Tejumola, Executive Head of Content and Channels, West Africa, MultiChoice, shared her excitement about the AMVCAs’ next phase.

“We’re stepping into a brand-new decade of the AMVCAs. Over the past 10 years, we have recognized, rewarded, and celebrated the very best in African film and television, and we’re just getting started. This isn’t just an awards show; it’s a movement that keeps pushing African storytelling to new heights,” she said.

Get ready to join the conversation

With these thrilling announcements, anticipation for the 11th AMVCAs is at an all-time high. As Africa’s biggest film and television stars prepare for the night of glitz and glamour, the AMVCAs promise not just to celebrate excellence, but to continue shaping the future of African entertainment.

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Entertainment

Rising Afrobeats star Rybeena explains why he named himself after popular soft drink

Published

13 hours ago

March 13, 2025

Julie

Contents

Rybeena is one of the rising stars whose music is adding much-needed diversity to Nigerian street pop.

The singer first made waves from his hit record ‘Id.Me’ which earned him attention of fans and notable stars like Nigerian hip hop icon Olamide Baddo.

Since breaking into the mainstream, the singer has become one of the exciting Street hop stars whose music is documenting the realities of life in the inner cities.

Rybeena recently released a new project titled ‘Virtuoso’ which holds the viral songs ‘World Best’ and ‘Agba Singing’.

In a recent interview with Apple Music, the singer shares insights into the creative process and thoughts behind some of the songs on the project. He also revealed the meaning behind his stagename.

On the creative process behind the album, Rybeena revealed that he wanted to make an album with multiple sounds.

“I just wanted to make something that musically had everything, but [was] still totally original. I just want my fans to feel love, stay connected, stay true to yourself, stay yourself. Positive energy, always.”

On the track ‘1999,’ Rybeena calls it a Reggae fusion song that tells a personal story.

“This track has a reggae fusion feel to it, and the song is actually talking about me, how I [was] brought up, my background, and kind of all I came from. It’s about my true self, so the song actually means a lot to me—a lot!”

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The singer’s stage name carries similarities with a popular Nigerian beverage. According to him, the inspiration came from a desire to be unique.

“I was recording my first-ever track, and the funniest thing is, the producer liked what he was drinking. I was thinking of a new name, because I was new to the music. I was just like, “What can I do?” Then I saw the Ribena! It’s unique, and I can attach it to many things.”

Rybeena is signed to Nigerian music label Dapper Music, which he described as a great union.

“It feels great to be among one of the best record labels in Africa. It’s been a great relationship between us, and everything is working—and it will only get better!”

In the interview, the singer describes his song ‘Id.Me’ as the most emotional he ever made as the recording process drove him to tears.

His latest album ‘Virtuoso’ is another landmark stride for the singer who will be aiming to further position himself as a defining voice in Nigerian street music.