SPECIAL FEATURE: What really sells in the Nigerian music market?

Posted by Itty Okim | 15 October 2019 | 1,534 times

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Itty Okim

Building on the foundation of the Law of Reinforcement, the Law of Repetition states that: “Repeating a behaviour makes it more powerful. Each suggestion acted upon creates less opposition to successive suggestions.”

Now this rule in psychology also plays a huge part in determining hit songs in Nigeria in particular.

Many say that a good number of songs do not sell because they have resplendent lyrical content. This is evident in the fact that there are so many songs out there in the market written by the finest songwriters that we seldom even hear; talk more their becoming hit songs.

Not even quality beat makes a song a hit. I know of several up and coming acts that collaborate with good producers and put out beautiful works but barely get any sales.

Even though having good lyrics and a good beat give the song more advantage of becoming a hit, they do not guarantee sales in the market. Reason?

In line with the law stated earlier, repetition sells everything! The moment the market continues to hear and hear a particular song, they are forced to begin to listen to the song. And if this continues to happen over and over, they will not be able to help wanting to listen and keep listening.

This, I believe, is a tool so many artistes – who realise they do not possess lyrical and rhythmical prowess – have been utilising and they have been getting amazing results. Some examples are Naira Marley’s ‘Soapy’, Speed Darlington’s ‘PAP’ and Rema’s ‘Lady’.

And so before you ask – “What really sells in Nigeria’s music market?” – know that there is no bad publicity, so long as your song is aired on virtually every major media house in the country over and over. Publicity is publicity. Go for the massive promo and you are likely to be there in Nigeria.



Source: News Express

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