Big Announcement Four months ago, I set out to document my thoughts and experiences on Artist Development into a result oriented guide for artists, executives and professionals in the music business. Today, I’m excited to announce that the book ARTIST DEVELOPMENT: MOVING FROM GOOD TO VALUABLE is officially out! This 370-page book is a structured compendium of relevant content that can help artists grow and become productivity; guided by creativity, timeless principles, and proven management concepts. But beyond the book, this is also the beginning of a bigger vision: the journey towards the establishment of the Imerge Creative Hub (ICH), Lagos. The ICH will be a community based environment and marketplace where emerging creatives in the music business can create affordably, collaborate and achieve their goals seamlessly. Proceeds from this book will go towards making that dream a reality. I’m calling on the creative community and every stakeholder in the music business to support this vision with goodwill and solidarity by way of purchase of this book. To God be the Glory. 👉 Get the eBook (₦10,000): selar.com/artistdevelopment-… 👉 Order the Hard Copy (₦15,800): tinyurl.com/artistdevelopmen…

There is an audience for this song, and they will love it.

One of the most difficult ways to build a solid brand as an emerging Artiste, is to keep making music that attempts to appeal to a large demography of the music market. This is so because the more diverse the people you’re aiming to serve (with regard to their age range, location, culture and interests) the harder it is to establish connection with them, From the start, you want to aim at just identifying with a homogeneous market segment and satisfying a specific interest or desire that they share in a way that no other Artistes can do. What age group can identify with your music and style? What emotional or economic reality do they share that your music can speak to? What method or platform is best to communicate with them? What does value mean to them and how willing are they to give up their time and money to patronize you as an Artiste, over those they are already predisposed to? When you figure these out, solidify your value and influence through effective marketing targeted towards them. when that is achieved, they will propagate your music to other segments without you having to manipulate them or dilute your sound. Then through strategic collaborations, you can now reach other markets with ease.

Forbearance 👍

In Afrobeats, the more expensive the emerging Artiste’s brand appears, the less compelling its effect tends to be on the audience. It gets even worse if the music doesn’t match the aesthetic of the Artiste or isn’t perceived to be valuable by the target audience. As an emerging Artiste who desires attention, you must focus not only on the music, but also creating that purple cow effect-rather than appearing like an expensive looking white cow amongst other white cows. Consistency with no compelling identity is like using a blunt knife to cut a tree or flashing a bright light in front of a blind person. Don’t just be good, be valuable.

Miss me with that DSPs not paying fair share B.S. A fellow artiste created a DSP called “Tidal” How far with it ? Artistes are so self consumed that they never ever agree they are the usual Architect of most wrongs that befall them and the industries their works power. Until Artistes begin to put their own money behind the structure that gives them the utmost value They should take what they get and let those who stake their wealth enjoy the benefits of their risks It’s really that simple .

Nigeria’s music industry is growing fast, but how do we turn local success into global value? Join the Music Business Conference 2026, one of the activities leading up to World Music Day celebration. 📍 Alliance Française, Ikoyi 📅 June 18 ⏰ 10AM register below ⬇️

The size & quality of the people that like your music really matters to your influence & financial success as an Artiste. If you decide to make music that a few people enjoy just because you think “Nigerians love all types of music” ensure those people are rich or you’ve other sources of income if not you will suffer.

“I Dey for you anytime”

A lot of the people in the music business are ignorant about the business. They think it’s all about vibes & throwing money around. Like every other business there are challenges, but the pain most people encounter in the music business are largely self inflicted.

Creating what is valuable to People and packaging it in a way that they perceive is useful to them is where the hard work is. Music marketing is not hard.

Listeners want what they want and will spend their time and money on music that offers them emotional or economic value per time. If in the name of marketing you go ahead to spend money to push music that has no perceived value, that’s your problem.

Afrobeats artists are selling out arenas in London and New York but still comparing streaming numbers to justify their worth. The money was never in the streams, It was always in the deals.

The fact about music as an art is that, you’ve the liberty to create whatever you want as an Artiste, but you can’t use marketing to force it on people. Indeed there is a serious “contempt for the listener”. Music can be dope but lack value to listeners.

We are in the best and most favorable era with regard to music marketing. The platforms are enormous and accessible, so much so that anyone saying music marketing is “hard” invariably doesn’t understand the dynamics of their market. Music that lacks value is hard to market.

I have reviewed more than 20 Alaba Marketers contracts across 20 Artistes, Estate of Deceased Star Artistes & Labels with hit Albums . From kennis Music catalogue to Gongo Aso to CEO to Superstar etc TJoe UBA Pacific Golden Point (The Biggest still Yet). Three of the "highest paying". Reviewed about 10 direct contracts with Artistes from them. @Osi_Suave , "NO" Alaba Marketers ( To even add those who had direct deals with printing house i.e NIRA) was paying more money than what DSPs are paying today to Artistes Not in Advances Not in Royalties Not in Aggregate payout Not in "Jacket Fees" And there was never anything called a "Royalties Report" to even verify this claim of yours. The facts I have shared above are from contracts and bank statements .

Music marketing is not hard. You either don’t know your market or you’re trying to force people to accept what you make when what you make doesn’t appear valuable to them. Marketing doesn’t create value, it only reveals value.

It can be child’s play if approached with understanding of music as a product.

“Nigerians” don’t love all types of music. The music market is divided into different segments based on taste and other factors. The goal for every Artistes is to find the market that is receptive to the music you make.

“Una no deserve am”?😊

Why aren’t the women streaming music made by women ?