The Nigerian music industry has seen astronomical growth over the last decade and is projected to be worth over $1 billion by 2016. Musicians in Nigeria have utilized several strategies that businesses can learn from, including offering complementary dance moves to popular songs to increase appeal, telling personal stories that emotionally connect with fans, leveraging visual content like music videos, keeping communications simple and relevant to their community, being active on social media, and thinking about how to relate to their target generation. Overall, the music industry shows how focusing on the human connections between artists and their fans can help a business thrive.

1. Musicians get it!
What Businesses Can Learn From The Boom In The Nigerian Music Industry
PRESENTED BY: Olajumoke ADEOLA

2. The Nigerian music industry is projected to worth
over 1 billion dollars by 2016.

3. The growth of the Nigerian music industry in the last decade is
best described in one word, ASTRONOMICAL!
“It’s been an incredible growth. Going back five
to ten years ago, artistes were flying okadas as
we call it, going to shows and they were really
being paid like slaves”.
Sam Onyelukwe,
The managing director of Trace TV

4. Let’s discuss the strategies utilised by these
music artists using hash tags

5. #LookToComplementaryProducts
The ‘also’ that sells

6. Musician and Dance
Daddy Showkey Galala
Olamide Shakitibobo
Lil Kesh Shoki
Davido Skelewu
Music and Dance
It has been proven that wildly successful song over the years come with their own dance.

7.  Few products are used in a vacuum; most products will work better when used in tandem with other
products, much like a stove and kerosene. Nigerian artists have since realised that music and dance
work excellently together.
 Sometimes, the musician is not very popular but their songs are accepted by the public. Example, Shoki,
which was sang by Lil Kesh. In this case, the dance (complementary product) sells the song
(product) and the artist (company).
 Other times, the dance allows the artist to be impressed on the mind of the people of that generation
long after the artist might has stopped singing. An example is Daddy Showkey and his Galala dance
steps, although people cannot remember all his songs, he remains culturally relevant for his dance
ingenuity.
Attaching a particular dance to song makes it easier for customers (fans) to relate and hence dance to that
song. By instinct, they default to that particular dance anytime the song is heard. Humans are sub-consciously
lazy, therefore attaching a complementary product (dance) to a song makes life and decision making (what
dance to do to this song?) easier for them and hence the song (product or service) is appreciated even more.

8. #ConnectEmotionally
Leverage the power of storytelling
Become a lyrical genius

9. From time in memorial, humans have been united in one practice,
storytelling. It pulls our imagination and tugs on the strings of our emotions.
According to research, humans try to make sense of things by telling stories.
Stories have been known to draw people into on-going conversations and
community.
Musicians have been known to effectively utilise this strategy by telling
stories people can relate to in their songs. They make the most intense bonds
with their fans by telling personal stories: stories about their struggles,
upbringing and eventual triumphs. This gives their fans and listeners the
impression that they are being told personal secrets by the musician and
they feel more connected.

10. Businesses need to realise that people connect
with people. Not structures. Not operations.
Not best practices. Therefore, it is advisable to
build brand familiarity through storytelling.

11. #
B
e
V
i
s
u
a
l
Leverage the power of videos

12. “People Think Using Images”
John Berger, Author of Ways of Seeing
Businesses need to be more visual (leverage the power of YouTube and other social
channels) as this establishes or reinforces the brand or business in the minds of the
customers

13. #KeepItSimple
Keep communications simple and engaging, leave out professional jargons.

14. If people can’t understand what your company or product is about at first read, then
there is a problem.
People do not have the extra 15 seconds to mull over what your product is really
about.

15. #BeRelevant
These musicians build their brand and grow their fan base by creating conversations
and songs that are relevant to their community.

16. Businesses can adopt this practice by learning more about things that
are relevant to their customers. Sometimes this doesn’t have anything
to do with their major product or service; it could be a cause their customers
are passionate about or something as basic as a trend on social media.

17. #BeSocial
What's your conversation?

18. Konga
405,600
MTNNigeria
484,600
Etisalat
227,500
Wizkid
1,600,000
Davido
1,000,000
You get the idea?
D’Banj
982,000

19. The future
GEN-Y are the future of work
customers
The music industry has the biggest influence on this generation
than any other generation in history. Being able to glean on the
reason for this success and applying them will ensure your company
thrives and survives in this competitive age

20. When I think of a musician, I see someone listening hard to the
rhythm of the human heart and wrapping it in melody.
Camille Moffat

21. #ComplementaryProducts
#ConnectEmotionally
#BeVisual
#BeSimple
#BeRelevant
#BeSocial
#ThinkIndividuality
#SpeakTheLanguageOfCommunity

22. Thank You
Olajumoke Adeola
Curio Support Services
olajumokeadeola2@gmail.com
(+234) 07036847991