'There’s Never Been a Greater Time to Be a Nigerian Artist': Is There Room for the Next Burna Boy?

Nigeria's music sector is thriving as Afrobeats gain worldwide traction. But with costs rising, is it tougher for emerging artists to break through?

With performers like Davido, Wizkid, and Burna Boy becoming well-known worldwide, Nigeria's music industry is thriving. Major record labels like Sony Music and Universal Music Group have recently entered Lagos, fueling the city's rise to prominence in the worldwide music industry. For budding artists, meanwhile, this increase in attention presents a unique set of difficulties.

There's more rivalry even though celebrities like Rema and Tems have prominent roles on worldwide stages and streaming services. Global labels' entry into the market has increased costs for all aspects of the business, including marketing and studio time. This change has made it more challenging for up-and-coming musicians to gain recognition without significant financial support.

With a 24.7% revenue rise in 2023, sub-Saharan Africa was identified by the International Federation of the Phonographic Industry (IFPI) as the music market with the quickest rate of growth. Many new Nigerian musicians, however, still face significant obstacles to admittance despite this increase. Due to the huge expenses involved in creating and distributing music, only people with substantial connections or wealth are able to land big breaks.

Talents like Odumodublvck and AfroReekAH, who are just getting started, make the battle evident. A crowded market where few can succeed is the general trend, even though some overcome these obstacles with creative solutions and neighborhood-based initiatives. Global success is still a popular aspiration.