The Nigerian entertainment industry is on a trajectory these days and, with the ever increasing foray into international markets, we run through 10 of the biggest music collaborations with international Artistes from 2014 till date.
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The industry is already kick-started. And while factions of society and critics may be on top of their voices for maximization of these international collaborations, they do so under the publicity and awareness which these music synergies have brought about in the first place. Let’s do well to remember.
So respect the little efforts, we must.
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The music industry is in full swing. Corporate bodies are awakening their marketing senses to this reality, tying more brand campaigns around Nigerian artists. It is logical why.
Just to shed more light on the multiplex dividends the industry stands to provide in the near future, here’s what renowned global audit firm PricewaterhouseCoopers says of the Nigerian entertainment industry:
“Nigeria is one of the most vibrant markets in sub-Saharan Africa. The power of the mobile device as a communications enabler is transforming the continent, and with this transformation in communications, the potential for Nigerian consumers to access entertainment and media in new ways is significant.
Total entertainment and media expenditure in Nigeria will exceed US$9 billion in 2017, representing a 23.7% CAGR between 2013 and 2017. Of this, consumer expenditure will account for 82%, while advertising expenditure will be worth just over US$1 billion in 2017.
The consumer drive for entertainment and media will be compelling in Nigeria, showing a 23.7% CAGR between 2013 and 2017. By far the fastest growth area in consumer spending will be Internet access (at a CAGR of 49%) and driving this surge will be the power of cellular networks in Nigeria.
Internet access in Nigeria, as in all African countries, will be dominated by mobile Internet access. It is no surprise, therefore, that advertisers will look to the Internet as a key medium for access to consumers, alongside TV and B2B publications. Digital media will be a primary source for advertising growth.
Not only will the Internet be the fastest growth area for expenditure, but it will also be the largest market, worth US$5.6 billion in 2017, ahead of TV (US$1.1 billion) and sports (US$722 million).”
This PwC Entertainment and Media report was written in September, 2014. Here’s a concluding excerpt off it:
“TV remains the single most effective channel for advertising and this will remain the case throughout the forecast period. However, alongside TV, out-of-home, radio and the Internet will become a more important platform for advertisers. This will be at the expense of print advertising channels, including newspapers, magazines and B2B publications that will either stagnate or actually fall in terms of revenues.
Nigeria’s entertainment and media sector will be democratized by the growth of the Internet as a platform to serve consumers with entertainment and media services. And it is the Internet that will give advertisers in Nigeria a more dynamic tool with which to reach out and target specific consumer groups.”
Moving back to the core of our discourse, below is a list of the top 10 Nigerian-international music collaborations from the last one year till date:
Ojuelegba Remix by Wiz Kid Ft. Drake, Skepta
Fans Mi by Davido Ft. Meek Mill
Bring It On by P Square Ft. Dave Scott
Bum Bum Remix by Timaya Ft. Sean Paul
Allelu by Wale Ft. Don Jazzy, Reekado Banks, Olamide
Wheelbarrow by MI Abaga Ft. Emmy Ace, Bennie Man
Let Somebody Love You by Tuface Idibia Ft. Bridget Kelly
Ejeajo by P Square Ft. T.I.
Your Number Remix by Ayo Jay Ft. Fetty Wap
Confidential by D’banj F. Idris Elba, Shadow Boxxer, Idris Elba