Hi, welcome to Sayakone.
This newsletter will be focused on Nigerian pop music. In this particular article, I will be criticising the entertainment industry for overlooking the potential that Naijapop groups have, and also giving suggestions for the formation of an actual Nigerian pop female group. I hope my writing amuses you and also opens up your mind to the fact that there is stupid money in music.
Several times a day, I wonder if those leading entertainment companies in Nigeria are not mad. Because aren't they ashamed of leaving an astronomical void open? They should be! There is an open space that guarantees profit for them, and the Nigerian economy by extension, but they have chosen to remain blind to it. Or maybe they just don't rate music like that which is ridiculous because BTS is bringing in millions to South Korea's economy and here, we still dey play. No wahala.
Yes, we have several thousand solo artists (a few duos) currently working in the Nigerian music industry who are doing very well; consider Rema, Burna boy and Ayra Starr; but has anyone ever considered the power a Naijapop group would have?
As the saying goes: there is power in numbers. For example, an all-female group made up of vocalists and rappers. Think Little Mix or Blackpink; the fact that there is no Nigerian female music group to reference is a problem on it's own. These groups not only have solid music, videos and chemistry; they also have numbers and dance. By dance, I mean well-planned, perfectly executed, synchronised dance routines for every dance song they release. This is coupled with steady live vocals, of course.
You're wondering why dance is important bah? Simple, retention.
If you can get people to remember a dance routine, naturally they will remember the song associated with it and by extension, the artist. You'll also encourage fans to make dance covers which will generate organic engagement; you don't need to spam us with ads, the fans will promote for you. If the song is catchy and gains hype on a social medium like TikTok, just start counting your money. When people cover an artist's song, naturally it will get more streams and eventually end up on various song charts. You people sha know that Nigerians like to dance.
If the routine is complicated enough, people will make it a competition (or a challenge). They'll want to prove that they can learn and execute it better (maybe even better than the artist, maybe).
More hype = more money.
However, these results will be achieved by humans (I mean the team members o, for those that have confuse) who have emotions so you will have to make them understand that this is not a solo project and they have to function as one unit to succeed. Anyone that want to outshine the others should koṣi dánù, t for thanks. They'll have to function as a team.
Entertainment companies will have to invest in training sessions for them in areas like: vocal, rap, song writing, music production, public awareness and speaking, body management (fitness, for those mumus who don't understand simple English) and spirituality (all these cannot work without Elédùmarè, fr). This investment will be heavy on their pockets, however, if it is done right, they will get bastard results.
Not only Nigeria, the whole world will pay attention to their music and activities. Rema recently got to collaborate with Selena Gomez on the remix of 'Calm Down' which placed them at number 1 on Billboard's chart.
Plus, the group will be eligible to be nominated for more award categories both locally and internationally. Categories that Nigerians were never considered for before (because almost all our artists are solo or occasionally, duo) will be open to the group.
The group will also be able to promote in different locations at the same time. Aráa can be attending an interview in Edo, Yemoja will be filming an ad at Ojuelegba underbridge, Kúrú could be attending a fashion show in Mile 2 and Ẹwà could be a special guest on Olowosibi. Shey you get?
Also, unlike solo artist who cannot promote 2 similar brands at the same time, the group can promote several similar brands at the same time. For example, Blackpink: Jennie with Chanel, Lisa with Celine, Rose with Yves Saint Laurent and Jisoo with Dior. This would have been impossible if they were solo artists. I hope I'm making sense to you... they're basically eating their cakes and having it!
Plus plus, the masses are bound to like at least 1 member of the group which will make them listen to their music and follow their activities; eventually, they'll fall in like with the entire group.
Plus plus plus, this will give Nigerian youths the 'idols' that they desire, they will no longer have to hold themselves to foreign standards popularised by foreigners. For so long, they have been looking up to foreign idols, however; with the introduction of this hypothetical Naijapop female group; which will have the perfect music, videos, dance routines and overall synergy, our young Nigerians will focus their focus on Nigerian artists exclusively. We might even get to see Naijabeauty become an actual thing.
Plus plus plus plus, my 2 kobo: I advise that the maximum number of members in the group to be 5 and the minimum to be 4. Why?
Five: So the dance routines can have a define centre so it's not awkward and nobody has to dance at the back of the formation. That shit pisses me off.
Four: So that they can be perfectly divided for games, interviews and special events. 2:2.
This will be a new addition to the Nigerian music industry and we don't want to choke our people by forming a group with many people. We want Nigerians to see them and see possibilities; besides, it's more practical to memorize the names of 4-5 people than it is for 6+.
Fewer numbers will also make the line distribution process easier (you know you have to assign parts of a song to each member, right?), and the audience will not see it as a chore to learn about the group and it's members. We're basically making it easier to stan (if you don't know what stan means, why are you even here?).
BTW, companies should be looking to assemble a self-produced team i.e. the team members will eventually (after training) produce their own music, write their own lyrics, create their dance routines and decide on the overall concept of each music; subject to the company's approval of course, na una money dem dey take run am anyways.
It is also cheaper for the company if the group creates it's own music rather than buying from others. Also, artists perform better when they are involved in the creative process.
I have more suggestions but that can wait till next time, these are things I hope the Nigerian entertainment industry will consider and implement. For now, let this be a mind opener.
P.S: Happy 2023! Emi a sopo é!
- 02.02.2023