Insufficient internet infrastructure and piracy issues aside, Nigeria's musicians are riding the digital wave, leveraging off streaming services such as Boomplay, Spotify, Audiomack, and YouTube. This shift from live performances to a digital stage that is global has led to increasing collaborations with Western artists and worldwide acknowledgment. The rewards are substantial, with the Nigerian music streaming market projected to reach $107.40 million by 2027, according to Statista.
PricewaterhouseCoopers (PwC) forecasts Nigeria to be the world's fastestgrowing entertainment and media market, particularly in streaming music revenue, projected to reach $17.5 million in 2023.
FORBES AFRICA explores the sounds and strategies employed by Nigeria's artists to make the cut on a global stage, delving into individual stories that exemplify their digital success.
From Beats To Big Names Like Declan Rice
Nigerian rapper Tochukwu Gbubemi Ojogwu, popularly known as Odumodublvck, was elated when English professional football club Arsenal played his hit song, Declan Rice, during the announcement of footballer Declan Rice's move to Arsenal from West Ham on July 15 last year.
Odumodublvck's record label, NATIVE Records, tells FORBES AFRICA: “He made the dub without knowing how Arsenal would use it, and when we saw it used for the announcement, we were all excited. Declan didn't even know it would be the announcement song, but being an Arsenal fan, it was a huge deal.“
“UNLIKE MANY ARTISTS WHO SING ABOUT INFLUENTIAL FIGURES AND GO UNNOTICED, DECLAN EMBRACED THE TUNE WITH GENUINE JOY AND LOVE.”
British rapper Skepta also celebrated Odumodublvck when his monthly listeners on, also featuring Hollywood actor and musician Idris Elba.
