Wednesday, June 19, 2024
Entertainment and Media

The Evolution of Artist Management in Nigerian Music

Last Updated on September 1, 2023


The evolution of artist management in Nigerian music dates back to the early days of the industry.

Artist management plays a critical role in the success and growth of musicians in Nigeria’s music industry.

In this section, we will explore the transformation of artist management in Nigerian music, from its humble beginnings to the sophisticated systems in place today.

Nigeria has a rich music history, with artists like Fela Kuti and King Sunny Ade paving the way for future generations.

However, it wasn’t until the late 1990s that artist management started to gain traction in the industry.

Before the emergence of organized artist management, musicians in Nigeria relied on personal connections and word-of-mouth marketing to promote their music.

While this approach had its own charm, it often led to missed opportunities and limited exposure for artists.

Recognizing the need for professional representation, a new wave of artist managers emerged in the early 2000s.

These managers took on responsibilities such as branding, marketing, and securing performance deals for their clients.

The importance of artist management cannot be overstated.

It provides a bridge between the artist and the complexities of the music industry, handling negotiations, contracts, and ensuring the artist’s interests are protected.

Historical Background

The early years of Nigerian music and its management

  1. Nigerian music has a rich heritage dating back to traditional genres such as Juju and Highlife.

  2. In the early years, artist management in Nigeria was largely informal and unstructured.

  3. Artists relied on personal connections and family support to navigate the music industry.

  4. Limited resources and lack of professional management hindered the growth and development of Nigerian artists.

  5. Artists often struggled to secure gigs, record deals, and gain exposure beyond their local communities.

Factors contributing to the limited scope of artist management

  1. Limited availability of professional artist managers with industry knowledge and expertise.

  2. Lack of financial resources and infrastructure for artist development and promotion.

  3. Cultural beliefs and societal expectations that discouraged pursuing a career in music.

  4. Limited access to technology and communication channels for artists to reach a wider audience.

  5. Unregulated music industry with no standardised practices for artist management.

Influence of foreign music industries on Nigerian artist management practices

  1. The emergence of global music markets and the success of international artists influenced Nigerian music industry.

  2. Nigerian artists began to recognise the importance of professional management in achieving international success.

  3. Artists and managers started to adopt international artist management practices to improve their careers.

  4. The rise of music streaming platforms and social media provided Nigerian artists with access to global audiences.

  5. International collaborations and artist exchange programs facilitated knowledge and skills transfer in artist management.

The evolution of artist management in Nigerian music has been shaped by various factors. The early years were marked by informality and limited resources, hindering the growth of artists.

However, the influence of foreign music industries and the adoption of international practices have contributed to the development of professional artist management in Nigeria.

With improved access to technology and a growing global market, Nigerian artists now have more opportunities for success

Prevalent Challenges in Artist Management

Lack of understanding and structure in managing artists

  1. Many artist managers in Nigeria lack a comprehensive understanding of the industry.

  2. Without a solid understanding, it becomes challenging to effectively manage artists and their careers.

  3. Artist management requires knowledge of marketing, finance, legal matters, and industry trends.

  4. The lack of proper structure in artist management often leads to disorganisation and haphazard decision-making.

  5. Managers need to have a clear plan and strategy to guide the artist’s career trajectory.

Limited professional training and education on artist management

  1. There is a scarcity of formal educational programs and courses focused on artist management in Nigeria.

  2. As a result, many managers have to learn on the job, which can lead to mistakes and inefficiencies.

  3. Professional training and education can provide managers with essential skills and knowledge to navigate the industry.

  4. Without proper training, managers may struggle to negotiate contracts, handle finances, or promote artists effectively.

  5. he lack of education in artist management perpetuates a cycle of ineffective management practices.

Insufficient financial resources and investments in artist management

  1. Artist management requires financial resources to invest in marketing, promotion, and career development.

  2. However, many managers in Nigeria face financial constraints, limiting their ability to support artists fully.

  3. A lack of financial investments can hinder an artist’s growth and limit their exposure in the music industry.

  4. Without adequate resources, managers may struggle to provide artists with necessary opportunities and resources.

  5. The music industry needs to prioritise funding and investment in artist management for sustainable growth.

Exploitative practices prevalent in the industry

  1. Some artist managers in Nigeria engage in exploitative practices, taking advantage of artists’ vulnerabilities.

  2. Exploitation can include unfair contracts, excessive commission fees, and lack of transparency in financial dealings.

  3. Artists often face difficulties in asserting their rights due to unequal power dynamics in the industry.

  4. Exploitative practices harm artists’ careers and contribute to the overall negative perception of artist management.

  5. There is a need for regulatory measures and industry-wide initiatives to curb exploitative practices.

Basically, artist management in Nigerian music faces prevalent challenges that hinder the growth and success of artists.

The lack of understanding and structure, limited professional training, insufficient financial resources, and exploitative practices are significant obstacles.

Addressing these challenges requires investment in education and resources for managers, promoting ethical practices, and fostering a supportive environment for artists and their managers.

By overcoming these challenges, Nigerian music can thrive, and artists can reach their full potential.

Read: Succeeding as a Female Music Producer in Nigeria’s Industry

Technological Advancements and Shift in Artist Management

Impact of digital platforms and streaming services

  • Digital platforms and streaming services have revolutionised the music industry.

  • Artists can now release and distribute their music easily through online platforms.

  • This shift has made it possible for artists to reach a global audience.

  • Streaming services also provide a new revenue stream for artists through royalties.

Increased accessibility and democratisation of artist management resources

  • Technology has democratised artist management, making it accessible to more individuals.

  • Artists can now manage their own careers using online tools and resources.

  • This shift has empowered artists and allowed them to have more control over their creative direction.

  • Artists no longer solely rely on traditional artist management companies.

Utilization of social media and online platforms for artist promotion and exposure

  • Social media platforms such as Instagram, Twitter, and TikTok have become crucial for artist promotion.

  • Artists can connect directly with their fans, build a loyal following, and promote their music.

  • Online platforms like YouTube and SoundCloud have also provided opportunities for artists to showcase their work.

  • Through these platforms, artists can gain exposure and attract industry professionals.

Changing role of artist managers in the digital age

  • Artist managers now have to navigate the digital landscape and understand online marketing strategies.

  • They play a crucial role in helping artists establish their online presence and build a strong brand.

  • Managers also need to stay updated with the latest trends and technologies in the music industry.

  • They must adapt their strategies and find innovative ways to promote and monetize artists’ work.

Adaptability and a willingness to embrace technological changes have become essential qualities for successful artist managers in the digital age.

Read: Balancing Art and Technology in Nigerian Sound Editing

The Rise of Professional Artist Management Companies

Emergence and growth of specialised artist management companies in Nigeria

In recent years, the Nigerian music industry has witnessed the rise of specialised artist management companies.

These companies have emerged to meet the increasing demand for professional management and representation in the music business.

Previously, artists in Nigeria often relied on family members or close friends to manage their careers.

However, with the growing complexity of the music industry and the need for specialised expertise, artists began to seek out professional artist managers.

This trend has resulted in the emergence of various artist management companies that cater specifically to the needs of musicians in Nigeria.

These companies provide a wide range of services, including career development, brand management, bookings, and negotiations.

Benefits of working with professional artist managers

The decision to work with a professional artist manager can have numerous advantages for musicians in Nigeria.

One of the main benefits is access to industry expertise and connections.

Professional artist managers often have a deep understanding of the music industry and possess valuable connections with industry professionals, including record labels, promoters, and producers.

These connections can help artists secure better opportunities, such as record deals and high-profile performances.

In addition, professional artist managers can provide strategic guidance and support in navigating the complex music business landscape.

They can assist artists in making informed decisions, negotiating contracts, and creating effective marketing strategies.

Furthermore, artist managers can help musicians streamline their career development and ensure proper financial management.

They can handle the artist’s scheduling, bookings, and finances, allowing the artist to focus on their craft and creativity.

Case studies of successful artist management companies in Nigerian music

Several artist management companies in Nigeria have achieved notable success and have played a pivotal role in shaping the careers of prominent musicians.

One such company is The Plug NG, which has managed artists like Davido, Wizkid, and Burna Boy.

Their expertise and strategic management have contributed to the international success of these artists, propelling them to global stardom.

Another notable artist management company is Upfront & Personal Global Management Consultants.

They have successfully managed artists like 2Baba, Tiwa Savage, and Tekno.

Through their efforts, these artists have achieved significant commercial success and expanded their reach beyond Nigeria.

These case studies highlight the positive impact that professional artist management companies can have on the careers of Nigerian musicians.

By providing expert guidance, industry connections, and efficient management, these companies have helped artists reach new heights of success.

Read: Key Skills Every Successful Nigerian Mixing Engineer Should Possess

The Evolution of Artist Management in Nigerian Music

Collaboration and Internationalisation in Artist Management

Partnerships between Nigerian and foreign artist management companies

  1. Nigerian artist management companies have started collaborating with international counterparts.

  2. These partnerships aim to leverage the expertise and resources of both entities.

  3. Such collaborations facilitate the exchange of knowledge and best practices in artist management.

  4. The partnerships also enable Nigerian artists to have a global support system.

  5. International artist management companies provide access to international markets and opportunities.

  6. These partnerships enhance the international visibility and recognition of Nigerian artists.  

  7. Nigerian and foreign artist management companies share strategies for artist development and career growth.  

Expanding reach and opportunities for Nigerian artists globally

  1. Collaboration with foreign artist management companies opens doors to global opportunities.  

  2. Nigerian artists can access international tours, festivals, and collaborations through these partnerships.  

  3. It expands their fan base and allows them to connect with new audiences worldwide.  

  4. Internationalisation provides exposure to diverse music styles, cultures, and influences.  

  5. Nigerian artists can learn from international artists and incorporate new elements into their music.  

  6. The global reach also increases revenue streams through international music distribution and licensing.  

  7. It contributes to the growth of the Nigerian music industry and its economic impact.

Cultural exchange and cross-promotion in artist management practices

  1. Collaboration between Nigerian and foreign artist management companies fosters cultural exchange.

  2. Nigerian artists can introduce their music and cultural heritage to international audiences.  

  3. International artists can learn about Nigerian culture, music, and traditions through collaboration.  

  4. Cross-promotion of artists from different countries creates diverse and unique collaborations.  

  5. It encourages the fusion of musical genres and promotes cultural diversity in the industry.  

  6. Collaborative projects between Nigerian and international artists attract global media attention.  

  7. Such cross-promotion increases the visibility and recognition of Nigerian artists at an international level

However, successful execution requires a thoughtful approach that respects cultural differences and aligns with the artist’s brand and values.

Read: Inside the Creative Process of Nigerian Music Producers

Future Trends and Outlook

Predicted advancements and changes in artist management in Nigerian music

  1. The integration of technology will revolutionise artist management in Nigeria.

  2. Artificial intelligence will assist in data analysis and decision-making processes for managers.

  3. Creative collaborations between artists and managers will become more prominent, leveraging their combined expertise.

  4. Artists will have a more active role in managing their own careers with manager guidance.

  5. Increased focus on international markets and global collaborations due to the rise of streaming platforms.

  6. The role of social media and digital marketing will expand, leading to more targeted promotion and fan engagement.

  7. Transparency and fairness in contract negotiations will be emphasised, ensuring artists’ rights and royalties are protected.

  8. Diversification in revenue streams, such as brand endorsements, merchandise, and investments, will become crucial for artists’ financial stability.

  9. Virtual reality and immersive experiences will enhance the live performance and fan engagement aspects of artist management.

  10. Development of specialized artist management agencies and organizations to cater to the unique needs of Nigerian artists.

Importance of continuous education and professional development

  1. Ongoing learning opportunities are vital for artist managers to adapt to industry changes.

  2. Staying updated with emerging technologies, industry trends, and business strategies is essential.

  3. Attending conferences, workshops, and seminars can enhance skills and network with industry professionals.

  4. Maintaining strong relationships with artists, industry stakeholders, and technology providers ensures success.

  5. Enhancing communication and negotiation skills to foster better relationships with artists, labels, and sponsors.

Potential challenges and how to overcome them

  1. Increased competition and saturation of the artist management market can make it harder to secure contracts.

  2. Strategies to overcome challenges include building a strong reputation, networking, and showcasing successful artist management track records.

  3. Financial constraints may hinder the implementation of advanced artist management technologies and strategies.

  4. Collaborating with sponsors, investors, and industry stakeholders can help secure funding for technology and growth.

  5. Managing diverse artist personalities and balancing artistic freedom with commercial viability can be a challenge.

  6. Developing effective communication channels, mutual understanding, and trust with artists is crucial.

Opportunities for growth and innovation in artist management

  1. Exploring untapped markets within Nigeria and expanding beyond traditional music genres.

  2. Developing artist management software and platforms specifically tailored to the Nigerian music industry.

  3. Collaborating with international artist management agencies to bring Nigerian talent to the global stage.

  4. Harnessing the power of data analytics and insights to make informed strategic decisions.

  5. Investing in artist development programs to nurture emerging talents and build a sustainable industry.

  6. Exploring innovative marketing techniques, such as influencer marketing and viral campaigns.

  7. Supporting artists in exploring diverse revenue streams, including licensing, publishing, and live performances.

  8. Promoting a collaborative and supportive ecosystem among artist managers for mutual growth and success.


In summary, the evolution of artist management in Nigerian music has been remarkable.

Artists, management professionals, and industry stakeholders are encouraged to adapt and embrace changes in order to thrive.

This section serves as a call to action for further research and exploration of artist management practices in Nigeria.

Summary of the evolution of artist management in Nigerian music:

  1. Artist management in Nigerian music has evolved from informal arrangements to professional structures.

  2. Early managers were often friends or family, while today, dedicated professionals handle artists’ careers.

  3. The role now includes strategic planning, contract negotiation, brand development, and international collaboration.

Encouragement for artists, management professionals, and industry stakeholders to adapt and embrace changes

  1. Embrace Professionalism: Artists should consider professional management for career growth.

  2. Collaboration: Managers, artists, and industry stakeholders should work together for mutual success.

  3. Continuous Learning: Stay updated with evolving management trends and industry dynamics.

  4. Embrace Technology: Utilize digital tools for better artist-manager communication and industry insights.

  5. Cultural Promotion: Promote Nigerian music globally through effective artist management practices.

  6. Support Emerging Talent: Mentorship and support can nurture the next generation of managers.

Call to action for further research and exploration of artist management practices in Nigeria:

  1. Researchers should delve deeper into the evolving role of artist managers in the Nigerian music industry.

  2. Explore case studies, best practices, and challenges in artist management for a comprehensive understanding.

  3. Share findings to foster knowledge exchange and advancement in the field.

Finally, the transformation of artist management in Nigerian music is a testament to the industry’s growth.

Adapting to these changes is essential for artists, managers, and stakeholders to thrive in this dynamic landscape. Further research can drive continuous improvement in artist management practices.

Leave a Reply

Your email address will not be published. Required fields are marked *