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The Nigerian music industry has capacity for more economic growth and expansion if it can fully leverage the power of strategic partnerships and capacity building, says Sijuade Adedokun, a sector leader.
He stated this in Lagos while addressing participants on Deciphering Artiste Management: From Roles to Financials at the Purple Academy of Music Business (PAMB). According to him, more critical interventions, such as the PAMB programme will be needed to shore up the gap in the industry.
Adedokun popularly known as Obasijuade who is President of the Association of Music Artiste Managers of Nigeria (AMAMN), pointed out skills deficit as one of the critical factors undermining the growth of the industry. He described skills and knowledge gap as a crucial index that continues to reflect negatively on the contribution of the music industry, a sub-sect of the creative sector to the economy.
The Founder and CEO of Cream Entertainment Africa identified strategic partnerships as a critical success factor in the growth matrix and called for an urgent multi-sectoral collaborations among stakeholders in the music business food chain. As a critical stakeholder, Adedokun has gained recognition for his management of D’Banj, one of Nigeria’s most iconic musicians. He has leveraged traditional marketing and new innovation strategies to help pivot the careers of numerous Nigerian creatives.
Obasijuade daid: “Capacity building is not just an option; it’s a necessity for the sustainable growth of the music industry. As we navigate an ever-evolving digital landscape, empowering artists, producers, and industry professionals with the skills and resources they need is essential. By investing in education, infrastructure, and community partnerships, we can create a thriving ecosystem that nurtures talent, promotes innovation, and ultimately enriches our cultural landscape. Together, we can elevate the music industry to new heights and ensure its vibrant future.”
As of 2021, reports said that the music industry employed about a million people and generated over $8 billion for the economy. Stakeholders along the foodchain include artists, musicians, producers, promoters, managers, distributors, and marketers, among others.
Although the industry has flourished significantly abroad, riding off the back of streaming numbers of Afrobeat sounds globally, stakeholders continue to worry about its economic impact locally. Nigeria’s 1.2% creative sector contribution to GDP is still behind the likes of South Africa with 3% and Egypt with 4.3 percent.
According to Dr. Chinedu Chukwuji, Founder/Chief Curator, Purple Academy of Music Business (PAMB) the academy’s mission ‘is to provide comprehensive education and guidance to aspiring music business professionals and business owners who deploy music in their facilities.’
