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!