RINGTONES: Mobile phones ring changes for Nigeria’s music industry

– Brand development –

Wannabe megastars like Phizbarz are looking to emulate musicians such as D’banj and Davido, whose songs play in clubs from Johannesburg to Cotonou and Kinshasa.

With roots on the streets of Lagos, they are now courted by major labels and record in Europe and the United States.

“Superstars like Wizkid inspire millions of Nigerians,” said Sam Onyemelukwe, the head of Entertainment Management Company, a partner of the Trace TV music network.

“There are not many jobs for them, not much to do with their lives. Everybody wants to become a singer, have a lot of girlfriends and buy a jet: it’s glamorous.”

The law of averages suggests few will attain the dizzy heights of fame but mobile phones are one potentially lucrative way of getting noticed.

According to PwC, ringtone downloads alone can earn artistes like D’banj and Davido up to $350,000 a year.

“Anybody can record a song for a few thousands of naira and sell it online,” said Onyemelukwe. “There’s about one million ‘artistes’ in Nigeria. But very few of them are successful.”

Phizbarz doesn’t need to be told. “The music industry is very hard,” he said.

Posting photos and videos online, and touring the local music scene and radio stations is a way of trying to catch the attention of one of the top industry figures, he said.

“You sell your brand first and then you get recognition,” he said.

“You have to know a lot of managers, radio presenters. Even if your beats are good, it is more about who do you know in the industry?

“It’s more a brand that you are developing, it’s business.”