According to Spotify stats—reported on by Music Ally—payouts generated by Nigerian artists in 2024 reached ₦58bn ($37.8m at current exchange rates), a 132% increase from their ₦25bn payouts in 2023.

E dey shake, abi?

​Nigeria’s entertainment industry is one place we can still try – keyword being try – to claim the Giant of Africa. In 2023, the combined film and music sectors were worth approximately ₦1.97 trillion to Nigeria’s Gross Domestic Product (GDP).

Context – Nigeria’s total GDP in 2023 was about $362.81 billion (around ₦167.32 trillion).

This means the film and music sectors accounted for a small but notable portion of the national economy.​

This growth was largely driven by the global popularity of Afrobeats and increased revenues from streaming, live performances, licensing, and brand partnerships. This expansion has created diverse opportunities for artists, producers, distributors, digital marketers, lawyers, Public Relations services… You name it.

Afrobeats, a genre that many describe as (ahem, heavily, ahem) influenced by Fela, the Nigerian music icon, also saw global recognition last year, with The Recording Academy (the people behind The Grammy Awards) adding a new category to their award ceremony, “Best African Music Performance”.

While Nigeria ranks third in Africa in revenue, generating $27 million (₦41.6 billion) annually, it continues to set global trends and shape the sound of modern African music, closely following Egypt at $30 million and South Africa at $33 million.

We too no small nau, check am.

Twenty-seven million dollars a year—even with a plethora of issues—is a lot of money, and those with engaged brains know it doesn’t come from only singing…

The Nigerian music business is showy, glamorous and fun.

On the outside.

The people who work behind the scenes to make our music the business it is will tell you, yes, it is showy, glam and fun, but…

That’s what we’re here to uncover today, and through a perspective not so different from yours, either.

Meet Oreoluwa Anibaba

Oreoluwa Anibaba, music PR girlie and dog mum.

You know, some things are just fated. Like you reading this article now, and our conversation with Oreoluwa.

A University of Lagos Mass Communication graduate, 23-year-old Ore always knew she was musical, and her love for it took her into the underbelly of the Nigerian music industry.

So far, she has worked as a studio manager, Music PR consultant, talent manager, and dog mum – which is a full-time job with very intense demands.

We spoke about what it’s like working with her boss, Gracey Mae, how blacklisting is very real, why she believes 95 per cent of Nigerian artists are faking it, how she deals with over-”friendly” male colleagues as a young woman in music, what it’s like managing temperamental artists…

As usual, there was tea to spill and we were there with those big coolers your broke uncles come to weddings with to steal jollof rice. That is to say, we were prepared.

Turn up the volume, jare, let’s hear word.

The chat

So…

As you have heard, being a young woman in the Nigerian music industry is not all parties and album releases; Ore has to manage the expectations of her clients, her boss, and the media to ensure their collective happiness.

Or at least, ensure they’re not at each other’s throats.

She also has to prove that she knows her stuff because she is young and Gen Z.

Sigh.

Anyway, because of her specific experiences, we came up with The Backstage Pass Index.

Another fated occurrence. Gosh, look at you receiving all of God’s blessings today.

The Backstage Pass Index

What did you think of Ore’s mini exposé on “organic” come-ups in the music industry?

Pro-tip – You might find that dirty slap works wonders. (This is a JOKE, by the way.)

Anyway, the comment section below is great for sharing your own unhinged thoughts.

Just saying.

If you’re too lazy to do that (we’re judging), tap an emoji below to let us know how you feel about this article!