Has Nigerian music, 'the undisputed ambassador of African music and beats (known as Afro-beats) come of age'?
Many potential investors will be surprised at the progression of Nigerian music, you only have to take a short sharp and investigative look at one of the world’s most listened to genres of music to see the revenue generation.
Nigerian music or musicians of Nigerian heritage/influence have become truly mesmeric, with a huge undefined and underestimated market both in Nigeria and Internationally. It stands to reason that Nigeria with over 170 million people and hundreds of thousands of people in Diaspora should possess the unbridled potential of harnessing a truly thriving music industry.
As little as 5 years ago, the industry known as (Afro-Beats) possessed inadequate and underdeveloped areas such as marketing, music and artist management, piracy, stereotypical views, lack of investment and sluggish innovation, which led to the market being left behind. But there has been an evolution with regards the market moving upwards and onwards. A major factor is the Hip-hop industries heavy weights, Like Kanye West initially signing D’Bang before he joined ‘Akon’s Konvict Muzik Label. Mr West also signed super producer Don Jazzy to his label G.O.O.D Music.
Yes England is the home of football and St George’s park is to be the home of development but Nigeria is already there at that level. Nigeria have won the U17 World Cup Title for a record fourth time and after winning the African Cup of nations last year (the full international edition and not the recent locally based version) Nigeria are ready to take on the world.
Nigeria may not have all the facilities and infrastructure but it certainly has the talent, which is all to often snapped up by greedy smaller European clubs. Sport and more importantly football is ripe for international investment via sports companies, TV rights and agents. To ensure the future progression of the game Manu Garba, who led Nigeria to a record fourth under-17 World Cup title in the UAE last year, has been named as the new coach of their under-20 side.