Nigerian Music and its Latest Trends; Yay or Nay?

JUST WHEN YOU THINK THERE CAN’T BE ANYTHING NEW IN THE NIGERIAN MUSIC INDUSTRY, SOMETHING NEW HIT YOU.

Source: Unsplash

Source: Unsplash

When you hear an upbeat, fast tempo song or an afro beat dance hall track with absolutely random lyrics that has little or no meaning, the first thought that comes to your mind is “oh, that’s probably a Nigerian song”. Yes, a typical Nigerian song is easy to spot because it’s usually groovy and Nigerian songs in general, have a lot of things in common and that’s why I’ve decided to take you through a joyful train ride on the latest trends in Nigerian music. Choop choop! All aboard?!

Trend 1: Create a Niche’

To be honest, any rising musician who decides to compose/release a song without having a niche or a feel of the latest trends, and what keeps people attracted to Nigerian music like the way a bee is attracted to flowers would find it hard to create a name for himself unless you can be a Johnny Drille or Nonso Amadi, who seem to be obviously distinct from the regular Nigerian artist yet people love them.

I mentioned something earlier about Nigerian music having little or no meaningful lyrics but really, that’s being too harsh, although I think we need to be frank with one another. I know we don’t really care about the lyrics of songs we vibe to we just want a song that keeps us grooving to the beat and taking us far away from serious situations of life. I always say I can’t listen to a Nigerian song when I want to sit and ponder deeply about my life because the beats would surely make me want to get up on my feet and burst some “shaku shaku” moves.

Trend 2: Commercialization

Music in Nigeria is basically for commercial purposes and Nigerian artistes understand this. They know that most Nigerians would rather choose a clubby upbeat song with random funny lyrics than an RnB or soul music filled with meaningful lyrics and sadly, this is why we have a number of underrated artistes within the country. It’s going to take a lot of hard work and persistence to push through those walls. For instance, Wizkid shouted “Soco” an awful number of times in his hit single “soco” and Burna Boy who sang “Ye ye” in his monster hit track “Ye” over a thousand times throughout their songs but we still don’t mind because we love love love the beats. Sometimes I wonder how they get their inspiration.

Trend 3: It has to be Nigerian Sound

Nigerians generally love Afrobeat, which is why artistes stick with the vibe. Another beat on the scene now is one called “Street” or as I call it “Razz”. Here we have artistes like Olamide, Lil Kesh, Reminisce, CDQ, and Slim Case making mind blowing, feet tapping music with this trend. Imagine Olamide doing a soul music, I’m sure you wouldn’t want to hear that too.

Trend 4: Jump on Trends

Many times I find myself listening to or singing a song about a trending topic or slang I had seen very recently on social media. It’s interesting how lines like “Big girl small girl” start to trend on social media and the next week you are vibing to a song filled with hilarious humor about the same thing.

Trend 5: What’s up with Calling the Names of Producers

I can’t count the number of times I’ve heard the name of a music producer before the song starts e.g Sarz on the beat, It’s Legendary beats, Master Kraft etc. I guess it also earns the producer some level of publicity but it never really used to be so. This is a trend that’s being adopted worldwide and we are welcoming it with open arms.

Refer to the first few words of the video above.

Trend 6: New Dance Moves

Last but not least, just the way you like your bread with tea or egusi with pounded yam, or cake with icing. Nigerians love their Afrobeat accompanied with new and exciting dance moves. We saw this trend from Yahoozee to Alanta to Azonto to Etighi and now to Shaku shaku and Gwara gwara. Organizing massive online and offline campaigns having people compete for the price money by bursting best dance moves. This gains nationwide attention, effectively promotes the song, helps it go instantaneously viral, puts money in the hands of people, gives party lovers something to look forward to.

Alas, I can say we have gotten to the end of this journey and you are right in the train station but before I drop you off I’d like to know what your perception about these trends are. Are they a yay or nay for you? And if you think we left any trend out, leave us a comment in the box below and be sure we’d add it.

Triple Threat: Triple Combo

The mobile phone is threatening another disruptive move; read this story to see the big picture.

Source: AdProo

Source: AdProo

It’s no longer news that Africa has grown to become the fastest growing mobile phone market. The International Telecommunications Union (ITU) revealed a new statistics that there will be 300million users of mobile phones (Africa market) by the end of 2020 and that shipment of new mobile phones are forecast to rise by 60% in 2020 making Nigeria the largest market in Africa for mobile phone sales.

This data isn’t surprising as research in the phone market in Nigeria is currently experiencing high market entrants and competition is on its peak. One solid approach for mobile brands to remain top of mind amongst its target customers and make sales, is to create a disruption in product approach and futuristic thinking. The ability to look in the future and infuse into their product(s) features that will keep the brand relevant in the market and amongst its customers. Currently almost every phone brand in Nigeria focuses on functionality and features such as camera quality, battery and storage. Guess what! Do you remember when dual sim phones were a major trend?

The question is: what then is the trend to look out for in the global mobile phone market; not only specific to Nigeria or Africa? It’s the triple camera phones.

Source: MoreNews

Source: MoreNews

Imagine a phone with three rear camera sensors. Isn’t it disruptive?

Just recently, Huawei launched the world’s first triple camera phone, and it’s speculated that the Samsung Galaxy S10 Plus could have three rear cameras when it launches in 2019. Another speculation claims LG is working on a new device (V40) for launch later this year which will have a triple rear camera design and two front facing cameras; making it the first phone with five cameras on-board. Apparently, Apple may join this trend as speculated that future version of the iPhone will have three rear sensors on board.

Source: Soyacincau

Source: Soyacincau

This smartphone trend will most likely be adopted even faster by phone brands than the dual rear camera trend which got started as early as 2011.

The race to invent new products or reinvent them helps to keep the consumer abreast and spike a new desire, want or need. However, let’s see if the triple camera phone trend stands tall or goes flat.

Rise of Insta-Celebrities

THE HUSTLE IN THIS COUNTRY IS REAL. EVERYONE NOW WANTS TO BECOME A SOCIAL MEDIA INFLUENCER.

Source: Kokolife

Source: Kokolife

I love this country –Nigeria, you can’t stay a monopolistic market for a very long time. As long as you are making some cool bucks, you are sure to get yourself a lot of competitors, quicker than you can cash your next pay cheque. Unless of course you are Dangote, that way, you can pull the right strings to keep only your brand playing in that space for a very long time. But since you are you, I suggest you calm down and enjoy the competition. Besides, everyone thrives better in an atmosphere of healthy competition. There will be no Serena Willaims without a Sharapova, there will be no Ronaldo without a Messi, and there’ll be no Okocha without a Kanu.

Take for instance, blogging. The minute we heard that someone somewhere was making some cool cash from blogging, many of us have ventured into the business and we wear our tags boldly on our chests saying “hi there, I’m a blogger”. Therefore, allowing the proceeds from blogging to trickle down the value chain. Cool, isn’t it?
 

Right now there’s a new business in town and many young people are jumping on money train. It’s called social media influencing, the advertising industry calls it influencer marketing- a new trend explosively catching on in Nigeria. So long as you have social media handles, a good phone and you can create engaging and exciting contents, you sure are on your way to making some good money.

I’m particularly intrigued about how it all started. I guess someone somewhere sometime was enjoying putting up content on social media pages and suddenly, he or she got a call to make a post and was promised to be paid a certain amount. Then out of excitement told someone, who told someone, who told someone else and now our social media is plagued with content from these influencers. In Nigeria, people like The Realfemi, Brother Shaggi, Maraji, SLK Comedy, Emma OMG, Emmanuella, That Calabar Girl, Crazy Clown, to name a few, are leading the market having millions of followers across social media platforms; which earns them the right to be called celebrities as they are famous for putting out funny video contents.

Now a lot of people are taking their shots at becoming social media influencers and are performing woefully. This I know because of the number of failed funny videos and vox pops I see these days. 

This trend is largely seen on Instagram and then cascades to other social media platforms such as Facebook, twitter, snapchat and so on. Before the close of this year 2018 we are going to see an influx of people attain the status of influencers as 2019 is poised to be the year of the influencer.

Tech Trend Talks: The Future of Technology in Africa

THE FUTURE OF TECH WILL BE WRITTEN IN LAGOS, NAIROBI, KAMPALA AND CITIES ACROSS AFRICA. TODAY THE CONTINENT CAN BOAST OF ABOUT 300 TECH HUBS IN 93 CITIES ACROSS 42 COUNTRIES IN AFRICA, COMPARED TO NONE JUST A DECADE AGO." - JEREMY JOHNSON, CEO ANDELA

Tech+Africa+TINK Africa

When talk turns to technology trends, it should also turn to Africa – because that’s where some of the world’s cutting-edge innovation is happening right now. As a result, TINK Africa, a Trends Intelligence Company in Lagos, hosted Tech Gurus and enthusiasts over the weekend to discuss The Future of Technology in Africa.

Professionals in mobile technology, e-commerce, tech hubs, tech story tellers, programmers, coders, gamers and other titles involved with tech came in for a heart to heart yet professional discourse on what role Africa will be playing technology-wise in the future.

Meet the Panelist

Wole Ogundare is currently the Managing Director at Yudala Limited. He has spent the last 22 years as an enterprise expert focused on business building, market expansion strategies, governance and financial inter-mediation for current and potential investors in Sub Saharan Africa. His varied experience portfolio revolves around the following sectors: retail, marketing communications, telecoms, FMCG, power, solid minerals, financial services, health and agriculture.

Tristan Hall is a Techie, Photographer, and Entrepreneur who is currently working as Smartphone Product Manager in Lagos, Nigeria for Samsung Electronics West Africa after a two-year period in the Africa Regional Office. Tristan has worked in Sales and Marketing roles even while writing, editing and publishing PhotoComment Magazine through first entrepreneurial years as co-founder of Comment Media.

Ndukwe Onuoha's Linkedin profile reads thus; I'm an ad man. I tell brand stories with human truths. I'm a poet; I put rhyme to reason. I love politics, and will someday want to work on a campaign strategy. I believe in Abia, and I know that one day, I will change it for the better. His specialties includes Campaign Strategy, Campaign Building, Scripting for Commercials, Branding, Political Strategy.

Muyiwa Matuluko is a co-founder, Editor-in-chief at Techpoint.ng

Here are quick points from the discourse.

If given a vote, technology should be the most used word after hello, given the fact that in Africa, as nowhere else in the world, technology is improving people’s lives – especially mobile services and applications. With minimal fixed line phone infrastructure, the continent has embraced the opportunity to leapfrog existing technologies, becoming a world leader in the delivery of such services as well as helping to break down the barriers to energy through off-grid electricity, solar-powered phone chargers and the likes.

Noted as a continent of innovation, creativity and technology with Nigeria and Kenya being recognized as the fastest growing of the innovation hubs on the continent, the world is watching as she makes effort not to be left behind in the scheme of things.

 

Marketing Leaders Convene to Discuss Strategy

THIS SATURDAY, FRANKLIN OZEKHOME, POP CULTURE STRATEGIST AND FOUNDER, TINK AFRICA WILL BE SPEAKING AT THE BRAND STRATEGY, CULTURE, AND CREATIVE MEASUREMENT WORKSHOP ALONG SIDE THOUGHT LEADERS IN MARKETING STRATEGY.

Brand Managers, Creative professionals, Marketing Communications Specialists and Admen will on Saturday, April 1, 2017, converge at the Lagos Chamber of Commerce, (LCCI), Alausa Ikeja to discuss Brand Strategy, Culture and Creative Value measurement.

This is a Workshop that promises exchange of gainful insights into some of the challenges of marketing. In addition to that, there will be a how-to session on measuring return on investment and ways to merge culture into the building of brands.  

Chief organiser of the workshop, Victor Ikem revealed that with the evolving scope of marketing, all parties involved have begun to see reasons why marketing should get the proverbial huge budget and as against the benefit it accrues growth of the organisation. It has, therefore, become pertinent that marketers take advantage of trends and culture to continually pursue business growth. 

According to Ikem "The relevance of culture to marketing and brand building cannot be over-emphasised. How can brands leverage on the rich culture of the continent and specifically Nigeria to promote business and in turn help sell Africa to the world and preserve the heritage? These and more are some of the issues that our select faculties will give answers to at the workshop."

Thought leaders like  Franklin Ozekhome, Demola Olusunmade, Ikem Okuhu, Chamberlain Ukenedo, Atimomo Idiare among others, will provide indepth insight to subjects like consumer trends, branding, cultural intelligence, digital economy, contemporary marketing, storytelling, culture and contents for social media marketing, generating and applying cultural intelligence for successful marketing campaigns and creative value measurement.

It promises to be a knowledge impartation session as guests will laden with knowledge and better insights to leading the pack in present day marketing which is dynamic in nature.