Musicians get it! What Businesses Can Learn From The Boom In The Nigerian Music Industry

PRESENTED BY: Olajumoke ADEOLA

The Nigerian music industry is projected to worth over 1 billion dollars by 2016.

The growth of the Nigerian music industry in the last decade is best described in one word, ASTRONOMICAL!

“It’s been an incredible growth. Going back five to ten years ago, artistes were flying okadas as we call it, going to shows and they were really

being paid like slaves”.

Sam Onyelukwe, The managing director of Trace TV

Let’s discuss the strategies utilised by these music artists using hash tags

#LookToComplementaryProducts

The ‘also’ that sells

Musician and Dance Daddy Showkey Galala

Olamide Shakitibobo

Lil Kesh Shoki

Davido Skelewu

Music and Dance

It has been proven that wildly successful song over the years come with their own dance.

Few products are used in a vacuum; most products will work better when used in tandem with other

products, much like a stove and kerosene. Nigerian artists have since realised that music and dance

work excellently together.

Sometimes, the musician is not very popular but their songs are accepted by the public. Example, Shoki,

which was sang by Lil Kesh. In this case, the dance (complementary product) sells the song

(product) and the artist (company).

Other times, the dance allows the artist to be impressed on the mind of the people of that generation

long after the artist might has stopped singing. An example is Daddy Showkey and his Galala dance

steps, although people cannot remember all his songs, he remains culturally relevant for his dance

ingenuity.

Attaching a particular dance to song makes it easier for customers (fans) to relate and hence dance to that

song. By instinct, they default to that particular dance anytime the song is heard. Humans are sub-consciously

lazy, therefore attaching a complementary product (dance) to a song makes life and decision making (what

dance to do to this song?) easier for them and hence the song (product or service) is appreciated even more.

#ConnectEmotionally

Leverage the power of storytelling

Become a lyrical genius

From time in memorial, humans have been united in one practice, storytelling. It pulls our imagination and tugs on the strings of our emotions. According to research, humans try to make sense of things by telling stories. Stories have been known to draw people into on-going conversations and community.

Musicians have been known to effectively utilise this strategy by telling stories people can relate to in their songs. They make the most intense bonds with their fans by telling personal stories: stories about their struggles, upbringing and eventual triumphs. This gives their fans and listeners the impression that they are being told personal secrets by the musician and they feel more connected.

Businesses need to realise that people connect with people. Not structures. Not operations. Not best practices. Therefore, it is advisable to build brand familiarity through storytelling.

#BeVisual

Leverage the power of videos

“People Think Using Images” John Berger, Author of Ways of Seeing

Businesses need to be more visual (leverage the power of YouTube and other social channels) as this establishes or reinforces the brand or business in the minds of the customers

#KeepItSimple Keep communications simple and engaging, leave out professional jargons.

If people can’t understand what your company or product is about at first read, then there is a problem.

People do not have the extra 15 seconds to mull over what your product is really about.

#BeRelevant These musicians build their brand and grow their fan base by creating conversations

and songs that are relevant to their community.

Businesses can adopt this practice by learning more about things that are relevant to their customers. Sometimes this doesn’t have anything to do with their major product or service; it could be a cause their customers are passionate about or something as basic as a trend on social media.

#BeSocial What's your conversation?

Konga 405,600

MTNNigeria 484,600

Etisalat 227,500

Wizkid 1,600,000

Davido 1,000,000

You get the idea?

D’Banj 982,000

The future GEN-Y are the future of work

customers

The music industry has the biggest influence on this generation than any other generation in history. Being able to glean on the

reason for this success and applying them will ensure your company thrives and survives in this competitive age

When I think of a musician, I see someone listening hard to the rhythm of the human heart and wrapping it in melody.

Camille Moffat

#ComplementaryProducts

#ConnectEmotionally

#BeVisual

#BeSimple

#BeRelevant

#BeSocial

#ThinkIndividuality

#SpeakTheLanguageOfCommunity

Thank You Olajumoke Adeola

Curio Support Services olajumokeadeola2@gmail.com

(+234) 07036847991