UK-based Nigerian radio and TV personality Adesope Olajide shared his thoughts on the need for Ghanaian artists to be more assertive in promoting their music beyond Ghana’s borders.
In an interview on Joy News, he emphasized the importance of strategic efforts in music promotion, citing the proactive approach taken by Nigerian artists in expanding their reach across Africa.
Olajide highlighted the deliberate efforts made by Nigerian musicians to introduce their music to new audiences and build their personal brands.
He explained that Nigerian artists actively promote their music in various African countries, not only to expand their fan base but also to increase their visibility and appeal as artists. According to Olajide, Nigerian artists consider it essential to extend their promotional activities beyond Nigeria, with Ghana often being a key destination after Lagos.
He stressed the significance of investing in these different territories across Africa, emphasizing that it’s not just about promoting music but also about introducing themselves to new audiences. In the interview, Olajide commended Ghanaian artists like Sarkodie for successfully penetrating the Nigerian music market by adopting similar strategies.
He encouraged artists from other African countries, especially Ghana, to invest in the Nigerian market with the same level of dedication and perseverance that Nigerian artists demonstrate in promoting their music continent-wide.
Furthermore, Olajide emphasized the need for long-term commitment, suggesting that Ghanaian artists should consider making Lagos a second home, akin to how they treat other cities within their own country. He acknowledged that breaking into the Nigerian music scene might not be easy due to the dominance of Nigerian music but stressed that Nigerians appreciate hardworking artists who are eager to showcase their talent.
Story by Obaapa Janee
