Yesterday, the nominations for the 2024 Grammy Awards was released. Five top Nigerian artistes were on the list. The StoryTeller looks at the growth and impact of Nigerian music on the international scene.
The Global Rise of Nigerian Music: Empowering Nigerian Youth and Transforming the Local Music Industry
Over the past decade, Nigerian music has experienced an unprecedented rise in popularity worldwide, transcending geographical borders and cultural barriers. Artists such as Burna Boy, Wizkid, Davido, Tiwa Savage, and many others have become not only regional stars, but global icons, delivering infectious tunes that blend various genres like Afrobeats, Afro-pop, and Afro-fusion. These artists, among others, have been instrumental in introducing Nigerian music to the international mainstream.
Nigerian music’s global reach can be attributed to a variety of factors. Firstly, the availability and accessibility of platforms such as social media and music streaming services have allowed Nigerian artists to directly connect with global audiences. The rise of platforms like YouTube and streaming services like Spotify has facilitated the viral spread of Nigerian music, enabling artists to bypass traditional gatekeepers and build fan bases worldwide. This has given Nigerian artists unprecedented visibility and has allowed them to connect with fans in even the most remote corners of the world.
Secondly, collaborations with international artists have played a pivotal role in expanding Nigerian music’s influence. Collaborations between Nigerian artists and renowned international musicians have not only exposed Nigerian talent to new audiences but have also fostered cross-cultural exchange and appreciation. For instance, collaborations between Wizkid and Drake (“One Dance”) or Burna Boy and Beyoncé (“Ja Ara E”) have not only topped charts but have created a space for Nigerian artists to shine on a global platform, elevating the visibility of Nigerian music to new heights.
Furthermore, Nigerian artists have embraced their cultural heritage and incorporated it into their music, creating a unique sound that resonates with audiences globally. The infusion of traditional Nigerian elements, rhythms, and languages into their songs has resulted in a fresh and captivating sound that has captivated listeners worldwide. This authenticity and cultural pride have contributed to the universal appeal of Nigerian music, attracting fans from all walks of life.
*The Impact on Nigerian Youth and the Local Music Industry:*
The growing influence of Nigerian music on the global stage holds immense promise for Nigerian youth and the local music industry. Firstly, it has provided a source of inspiration and aspiration for young Nigerians who dream of pursuing careers in the music industry. The success stories of artists like Burna Boy and Wizkid have shown that it is possible to break through international barriers and succeed on a global scale, inspiring a new generation of talented Nigerian musicians to pursue their dreams with confidence. This has led to an increase in creativity, entrepreneurship, and innovation within the Nigerian music scene.
Additionally, the global recognition of Nigerian music has also had a positive economic impact. The increasing demand for Nigerian music has created numerous employment opportunities within the industry, ranging from artists, producers, and songwriters to sound engineers, marketers, and concert organizers. This has contributed to job creation, economic growth, and the overall development of the music industry, providing avenues for young Nigerians to showcase their talents and build sustainable careers in the field of music.
*Proper Artiste Management;*
One area that appears lacking is proper Artiste Management. It is expedient that artiste management companies start to spring up to ensure proper packaging and projection of artiste both locally and Internationally. It need not cost a fortune. Artistes must see managers not as their slaves but strong partners in progress.
In conclusion, the growing influence of Nigerian music on the world stage signifies a remarkable shift in global musical landscapes. The accessibility of platforms and collaborations with international artists have propelled Nigerian music to unprecedented levels of popularity, captivating audiences across continents. This triumph not only empowers Nigerian youth by inspiring them to pursue their musical ambitions but also transforms the local music industry by fostering economic growth and opening doors to new opportunities. Nigerian music’s future is bright, and it holds the potential to continue making a significant impact on the global music scene for years to come.
By; Al Humphrey Onyanabo
(The Storyteller)
Tel; +2347054684906
Email; Nigeria360online@gmail.com
