The Changing Face of Music Promotion: Are Veteran Nigerian Artists Struggling to Keep Up?

2Baba and D’banj thrive in the music game despite being veteran artists

The Nigerian music industry is experiencing a transformative era, where digital platforms and viral trends dominate. With Afrobeat cementing its global footprint, younger artists are leveraging innovative promotional tools to achieve rapid success. 

This shift has left many wondering: are veteran musicians keeping up, or are they being edged out of the spotlight?

Social Media: A New Frontier

Platforms like TikTok, Instagram, and X (formerly Twitter) have redefined music promotion. Viral dance challenges and influencer campaigns now dictate a song's success. 

Emerging artists, often digitally savvy, thrive in this environment, harnessing these platforms to amplify their reach.

While veteran artists like 2Baba and D’banj remain influential, others struggle to adapt to the fast-paced demands of modern promotion. 

For some, established fanbases and legacy hits ensure longevity, but the challenge lies in connecting with Gen Z audiences who consume music differently.

Reinvention vs. Resistance

The question of adaptability becomes critical. Artists like Olamide and P-Square have shown that reinvention—whether through collaborations with younger stars or adopting contemporary promotional strategies—can bridge generational gaps. 

However, those resistant to these changes risk fading into obscurity in a highly competitive landscape.

The Future of Veteran Artists

As the music industry continues to evolve, the ability to embrace change will determine an artist’s relevance. For veterans, balancing their legacy with the demands of a digitally-driven world may hold the key to sustained success.

What’s your take? Are Nigerian veteran artists adapting to the new music promotion era, or are they being left behind? Share your thoughts!

Davido aims to raise N300 million for his 32nd Birthday

Davido makes huge announcement ahead of his birthday

Nigerian music star Davido has announced his ambitious goal to raise N300 million as part of his 32nd birthday celebrations. 

The singer shared that the funds will be donated to orphanages and a charity focused on helping young people avoid drug abuse and addiction.

This isn’t the first time Davido has used his birthday to make a significant impact. 

Two years ago, for his 30th birthday, the award-winning artist raised over N200 million in a massive crowdfunding effort. The donations came from friends, fellow celebrities, and fans.

Davido generously added N50 million of his own money to the sum and distributed it to orphanages across Nigeria.

His latest call to action promises to be just as impactful, with details about the fundraising effort expected soon. 

Known for his philanthropic spirit, Davido continues to leverage his platform to inspire collective generosity and support meaningful causes.

The Nigerian star exudes his 2024 mantra which is, We rise by lifting others.

'Olamide did not help me' - Portable

Portable denies Olamide's role in his career breakthrough, sparks debate

Nigerian music artist Portable has criticized the popular notion that Olamide played a pivotal role in bringing his career into the limelight.

Two years ago, the controversial artist collaborated with Olamide and Poco Lee on his breakout hit, Zazoo Zehh.

In a recent TikTok Live session, Portable denied receiving significant help from the legendary rapper.

While he acknowledged Olamide's contribution to the single, he confidently claimed the track had already gained traction before the rapper's involvement.

Despite attempts by other TikTokers in the live chat to correct his assertions, Portable remained steadfast, questioning how he should credit artists like Skepta, who have also collaborated with him.

Portable expressed pride in his musical achievements, as the hit track featuring Olamide has amassed millions of streams across various platforms.

However, social media users reacted with mixed opinions to his remarks. Many criticized Portable, labeling him ungrateful.

"This guy is really an ingrate. He’s someone you can never help and expect recognition for it. That’s why many big artists avoid associating with him. Who was he before Olamide gave him those verses? An ungrateful person will always be ungrateful," a tweep commented.

Meanwhile, a few others endorsed Portable's statements, sparking further debate online.

Watch the video below:

See this werey pic.twitter.com/Cy0xxRG4Go

— Tuchel of Calabar 🇳🇱 🇳🇬 (@Officially_Kriz) November 15, 2024

PSquare's Rudeboy and Mr P resume feud over song ownership

Rudeboy and Mr P in conflict again

The ongoing feud between PSquare’s Rudeboy and Mr P has reignited, this time over the ownership of a song.

Mr P, who announced his highly anticipated return to music following his split from his twin brother, dropped two singles, one of which is titled Winning. 

However, Rudeboy has now claimed ownership of the track, causing tensions to flare once again between the two.

Taking to Instagram, Rudeboy shared a preview of the song Winning and made some bold claims. In his post, he wrote: "Song title: WINNING. Written and sang by RUDEBOY. Produced by the same producer. NOW HOW COME? NOW AM I SUPPOSED TO RELEASE ANOTHER VERSION?"

Rudeboy further vented his frustrations about the situation, questioning why the song, originally intended for his album set to release next June, was being re-recorded by Mr P. He added, "Just a simple thing: Bring 6 songs, let me bring 6 songs… submitted my 6 songs to the so-called management. Why re-singing my own song word for word?"

The post raised eyebrows among fans, many of whom are now eagerly watching the latest chapter in the PSquare brothers' ongoing drama. 

The tension between Rudeboy and Mr P has been well-documented since their public split, with both artists carving out solo careers while navigating the complexities of their past as a duo.

Nigerian music stars dominate the 67th Grammy nomination

Nominees for the 67th Grammys

Nigerian artists are taking center stage at the 67th Grammy Awards with a strong presence in the Best African Music Performance category. The nominees were announced this Friday, and the list is filled with Afrobeat heavyweights, showcasing the global influence of Nigerian music.

Here are the Nigerian artists making waves this year:

• Yemi Alade: Nominated for her uplifting track Tomorrow.
• Burna Boy: Earned a nod with Higher, a powerful Afro-fusion hit.
• Wizkid & Asake: The duo teamed up for MMS, blending their unique styles for a crowd favorite.
• Davido, Lojay & Chris Brown: Collaborated on the sultry track Sensational. Chris Brown is the only international artist in this Nigerian-heavy category.
• Tems: Scored a nod for Love Me Jeje.

This year’s nominations are a big win for Afrobeat, highlighting Nigeria’s massive influence on global music.

With so many talented artists representing, the world is eagerly watching to see who will take home the award. 

One thing is clear: Nigerian music is shining brighter than ever on the world stage.

Ruger slams overuse of auto-tune in music performances

Ruger calls out auto-tune overuse in live performances

Ruger recently took to Twitter to share his candid thoughts about the overuse of auto-tune in live performances, calling it out with humor and conviction. 

The Ruger star expressed frustration with artists relying too heavily on auto-tune while performing live, especially when speaking between songs.

"Now, let's talk about the gaddamn autotunes on the mic when y'all perform 😂😂😂. Next time, tell your engineer to shut it down when you're about to speak coz you be speaking in Tunez wahalaaaaaa," he tweeted, offering a lighthearted yet serious critique.

The musician values authenticity in his music and stage presence. Ruger, known for his rich voice and distinctive sound, said he doesn’t need auto-tune to create a great performance.

 "Well, Ruger doesn't need that shit. thank you," he concluded, solidifying his stance on staying true to his vocal abilities.

Ruger's tweet has sparked conversation in the music community about the balance between technological enhancements and raw talent.