With over 200 million voices and millions of dollars invested, yet no artist with a major breakthrough in 2024? Is the Nigerian music industry sleeping on talent or suffocating under its own weight? Where are the new cats, the unique sounds, and the game-changers? The wait is long overdue!
As the Nigerian music industry continues to evolve, 2024 has emerged as a year marked by a notable absence of a major breakout artist comparable to the likes of Omah Lay in 2020, Ayra Starr in 2021, the astronomical rise of Asake in 2022, and 2023 Shallipopi/Odumodublvck combo. 2024 is almost over now and we have not seen a major breakout yet. This gap raises questions about the current landscape of Nigerian music: is Afrobeat phasing out?
Afrobeat recently started gaining immense popularity in the local and international scenes. Artists like Burna Boy, Wizkid, and Davido have propelled the genre into the global spotlight, paving the way for emerging talents, and culminating in a wave of breakout stars in recent years.
However, 2024 has not mirrored this trajectory like the preceding years. The absence of a standout breakout artist raises critical questions about the dynamics at play within the Nigerian music industry.
What then are the possible factors behind the lack of a major breakout artist in the Nigerian music industry this year?
Could it be an oversaturation of the market? The Nigerian music scene is experiencing an influx of new artists. While this diversity is exciting, it also means that it’s increasingly challenging for artists to distinguish themselves. With several voices sounding alike and vying for attention, breaking into the limelight has become increasingly difficult.
Could the ailing economy also be a factor? Definitely. Nigeria’s current economic condition has in one way or another affected the music industry significantly. Budget constraints for marketing and promotion can limit an artist’s ability to reach wider audiences. When fewer resources are available, it becomes harder for emerging talents to make their mark, and major labels would rather invest only in established artists than gamble their resources on upcoming artists.
The Future of Nigerian Music
Despite the current lull in breakout artists, we can not fail to applaud the presence of some new acts who have had a good run in 2024; the likes of Ayo Maff, Muyeez, TML Vibez, Llona, ShineTTW and a few others.
The Nigerian music industry is known for its resilience and innovation. As artists continue to experiment with sound and style, new talents will always emerge, even if they don’t fit the traditional mold of a breakout star.
To foster new talent, industry stakeholders—A&Rs, producers, managers, and record labels—must prioritize artist development and invest in marketing strategies that elevate emerging voices. Additionally, platforms that promote independent music can provide the necessary exposure for artists looking to break through.
While 2024 may not produce a breakout artist on the scale of Asake or Shallipopi, it is essential to recognize the shifting dynamics within the Nigerian music industry. The abundance of talent, evolving consumer preferences, and turbulent market conditions all suggest that the next wave of artists is on the horizon. As the landscape continues to transform, it will be fascinating to see how new voices emerge and redefine the music scene in Nigeria.
