How The Twitter Ban Affected Nigerian Musicians
by Alewa House, published 2 years, 1 month ago
The impact of social media on the music industry in Nigeria is so evident. The likes of Facebook, Instagram, Snapchat and Twitter are arguably on the forefront of this evolution. How did we arrive here? You may want to ask. Well, these social media platforms have given artists the platforms to reach out directly to their teeming fans, intimate them with their(artistes) latest projects which includes album launch, collaborations, shows, guest appearances, promotions, and even award nominations. To a very large extent, a musician’s fanbase and reach can now be assessed using his/her followership on any of the social media handles. Of all these social media platforms, Twitter seems to stand out, being the most preferred( of course arguably) social media platform of celebrities especially musicians.
Twitter has over 39 million estimated users in Nigeria; majority of whom are made up of mostly university graduates, a greater percentage of the middle class, the tech savvy populace, and most importantly, 90% youths. Most celebrities in Nigeria fall into this category hence, they’re quite active on Twitter and have a cult-like dedicated community of followers on twitter. Community of followers like WizkidFC, 30BG, OdogwuFC are well known in the Nigerian Twitter space. Twitter has given them a platform to tweet at their favorites, comment on their tweets, like their tweets, share their tweets, or chat with them directly. However, on June 5, 2021, the Nigerian Twitter community woke up to the shocking news flash! The federal government of Nigeria was said to have suspended the operations of Twitter in the country sighting sundry reasons. Though the ban was lifted 222 days later, after a fruitful negotiation between the twitter management and the federal government of Nigeria, many experts have come out to analyse the extent of the damage the ban did on Nigeria’s economy as a whole. Netblocks Cost of Shutdown Tools, which uses the classic Free Digital App GDP impact technique estimated that Nigeria’s economy lost $250,600 every hour due to the Twitter ban. The A4AI (Alliance For Affordable Internet) Nigeria on the other hand said the Twitter ban created a loss of $1.2billion for Nigeria’s economy.
Nigerian Music remains one of the biggest exports of Nigeria in recent times. Therefore, In this article, we at Alewa House examine the impact of the Twitter ban on the average Nigerian musician who uses the platform to create and promote his/her contents, as well as engage followers, fans and partners alike. It is not a hidden fact that musicians in Nigeria, just like their counter-pacts in other parts of the world, have been using twitter as an avenue for self-branding, music promotions, campaigns and engagements. Much of their digital products, endorsements, streaming links, and links for buying their show tickets are also promoted or made public via their Twitter handles. Therefore, it is safe to say that much of their revenues, too, come directly or indirectly via Twitter. Twitter was doing an estimated N7 Billion in revenues monthly for its Nigerian Tweeps - mostly Tech Start-ups, SMEs, value vendors, digital marketers, e-commerce platforms, other content creators such as musicians. Twitter has been proven to be a platform that helps musicians grow their brands and fanbase. It gives musicians an opportunity to run most of their PR by themselves which translates to lesser expenses but yet, wider reach to a global audience. The use of hashtags and high trends generated through retweets, likes and shares have been able to draw global attention to most Nigerian musicians and their music through Twitter. Voting for award nominations for both local and international awards by their fan base was made easier; thanks to Twitter. Hence, the ban on Twitter was a blow to the free flow of these interrelated activities made possible by Twitter.
Twitter, being a micro-blogging social media site, has a personal feel. It gives an artist a form of connection to his followers. Every tweet matters, whether a cryptic tweet or a straightforward one, it is received by the targeted audience. Twitter seems to be the most potent avenue these musicians pass their raw messages without the usual PR tweaks and twists. And that is why their fans follow them religiously on their handles to get their undiluted thoughts, get updates on their latest music and buy them, buy memorabilia associated with them, buy products they promote including fashion pieces, and also to transact with companies who these very musicians promote or associate with. Therefore, it is evident that the ban or to put it mildly, the suspension did a lot of damage to the revenue streams of Nigerian musicians, it also whittled down their influence and stunted the growth of their brands within the period of the ban.
On the flip side, some industry watchers and experts believe that the ban had little or no negative impact on Nigerian musicians and their craft. In fact, the ban gave them an opportunity to concentrate on building their brands, work on their international acceptability and revenues on other social media and music streaming platforms which they argued, culminated into a lot of international collaborations, sold out international tours, endorsements and even award nominations and winnings. Many of them grew their subscriber base and followers on their YouTube channels, Facebook channels, Instagram which translated to more revenues from their digital contents alone; all these, without twitter!.
But the question is, why is Twitter this important especially to musicians? Well, Chris Roley (Editor of CD baby’s DIY Musician Blog) gives us three reasons why Twitter wields a considerable advantage over other social media platforms. According to Roley, there are three distinct things Twitter lets musicians do that they cannot do on other platforms:
- They can post links without hurting their reach. It basically means that, unlike some platforms like Instagram that don’t allow external links in posts or others like Facebook that downgrade posts if it has off-platform links, Twitter allows musicians to add links to their tweets, links to streaming platforms, YouTube channels, websites, etc. These links will also open right up within Twitter so as to enable users’ engagements and possible feedback.
- It enables them to post as frequently as they want without hurting their reach. The frequency of one’s posts on some social media platforms can make their posts less likely to be seen by their followers. But one’s tweets and updates are not time barred with regards to views by your followers(fans). A fresh tweet does not overshadow the previous.
- It allows musicians to support others without hurting their reach. A musician or artiste can like, share, retweet a tweet of another artist as a form of support or promotion of his/her work without much notice and still without hurting his/her own reach in the process. However, it would still get much needed publicity and coverage.
These unique features are not present on YouTube, Instagram and to some extent, Facebook. Twitter is a converging pot of some sort. It brings every platform under one umbrella, allows for direct engagements, not just feedback, which is also not available to these musicians on most of these other platforms. In fact, a survey carried out found that most celebrities that give their social media handles out to be managed by their PR teams, mostly do not include their Twitter accounts. That says a lot!.
In conclusion, revenues accrue to musicians through the use of their music(intellectual property) by these social media platforms (Twitter inclusive) and a ban on any of them can only dwindle the revenues or even stop it entirely. It is therefore a relief to finally have Twitter back . Let the “gbas gbos” begin again!
Written by Chisimdi Agube
Featured Articles
THE STORY OF A THOUSAND TRUE FANS
by Alewa House, published 2 years, 3 months ago
THE STORY OF 1,000 TRUE FANS
If you want to connect with anybody anywhere there is a theory you can use to achieve that, it's called the six degree of separation. It states that for every two people in the world there are at most 6 people standing between you and them. But well, you have to find them to get you there.
What if you want to make a living as an artist or a content creator, this one is called the story of a thousand true fans. Well, it's not actually a story but a theory. A theory i learned recently from a friend Asugh Iyorlaha
It says that you don't have to be a Davido or a Wizkid to make a living as an artist, you only need 1,000 true fans. By 1,000 i don't mean 1,000 followers on Twitter, Instagram or Facebook but a 1000 true fans.
Then what exactly is a 1000 true fans. Relax, we are getting there shortly, press play to Jack and Jill by Edge Golbador below and continue reading..
Now, let's proceed. A true fan is someone who will purchase anything and everything you make, put it out there and they will buy. They will drive for hours to see you sing. They will subscribe to your mailing list, waiting for you to announce your next event. They will buy your event T-shirts and talk about you to their friends. They are true fans.
How about that person that repeatedly tell you about Jesus. that's a true fan.
The Maths:
If you can get 1,000 people to buy 1,000 Naira worth of tickets for your shows spread over a year, you would have made 1M Naira per year. That would be 80k per month, an amount that would make you live comfortable in Jos.
"Whatever your interests as a creator are, your 1,000 true fans are one click from you. As far as I can tell there is nothing - no product, no idea, no desire — without a fan base on the internet. Everything made or thought of can interest at least one person in a million. The trick is to practically find those fans, or, more accurately, to have them find you." - Kevin Kelly
The robust tech infrastructure of Alewa House is built around this idea of a thousand true fans. It aims to help artists make a living off their art and this is how it addresses these problems:
- My friend Tabitha spent a lot of money to buy equipment to create contents for her YouTube channel. However, she is fed up. She does not have the required number of subscribers to earn money on YouTube, even though she puts in a lot of work. She's broke.
- I also know of filmmakers who have invested time into making good movies, and have to go through the hassle of pitching to Netflix or to film agents. Most of them are broke.
- I pay $5 per month on apple music to listen to my home boys. By month end, their total earnings is less than 1 cent and they pay $15 to distribute the music globally. They are all broke.
How Alewahouse works:
- A premium member contributes 30% of his membership fee ($9.9) shared equally to all the artists s/he follows. Tabitha a content creator will make up to $594 per month from her 1k followers (Well assuming they also follow five (5) other artists on the platform).
- 70% of premium membership fee is shared equally across only contents that user has access to that month. Repeated views don't count. Tabitha will make an additional $693 if at least 1 of her content out of say 20 contents (from other artists) is accessed by her 1k followers on the platform.
If you have spent time on this platform before then you would know that to "Follow" a content creator on Alewa House is not free and requires a premium membership. Shoutouts to our premium members! This is unlike YouTube right? Basically, we pay you when somebody follows you and that way, you can earn and make a living with as little as 1,000 followers. Sounds cool right?
Register on Alewa House and access the following benefits:
- Grow with your 1,000 true fans
- Measure the loyalty of your 1,000 true fans
- Monetize effectively your 1,000 true fans
Do what you will with this information. This is the problem we are solving as the global digital content creation market size continues to climb.
MUSIC BUSINESS CAREER OPPORTUNITIES
by Alewa House, published 2 years, 4 months ago
Are you looking to pursue a career in the music industry? Check out these five essential careers in music business! They keep the music industry moving.
HOW TO GET INTO THE MUSIC INDUSTRY?
The music industry has needs that go beyond the music itself. In today’s music job market, it takes business professionals to elevate music into a cultural phenomenon.
The music business is a vast, complex industry. It employs millions of people across different career paths. Everything from event production planning to music law.
However, it’s difficult to make a decent living in the music industry. Succeeding in music requires various disciplines, strategies, knowledge, and experience beyond creating or performing music. Versatility is key to a sustainable career in music!
Pursuing a career in music business opens doors to more opportunities. Plus, learning and practicing the business side of music is essential in this competitive industry.
Are you passionate about music and want to find a music related career path? Consider these five entry level music business careers:
5 PROMISING CAREERS IN MUSIC BUSINESS
This list of five career paths are perfect for those ready to pursue the hustles of music business.
1) ARTIST MANAGER
Behind each successful artist is a hard-working and talented manager. An artist manager plays a significant role in shaping an artist’s career.
An artist manager represents and serves as an advisor to their artists. They find opportunities, represent their interests, oversee day-to-day schedules, negotiate contracts, counsel them on career decisions, and more.
Artist managers are also the middleman between the artist and the music industry. They work on behalf of the artist, handling the business and professional development of their career. This allows the artist to maintain their mental health and focus on creating their art.
Depending on a manager’s style, they can also become a mentor to the artist. For example, teach them music business skills, music production techniques, mental health management, and more. This guidance will help the artist reach their full potential.
Professional Skills and Duties:
- Apply music business experience and strategies
- Help guide the artist development process
- Network with industry professionals and create a contact list
- Have excellent communication and interpersonal skills
- Advise and guide career decisions
- Negotiate record label and licensing contracts
- Create marketing and merchandising strategies
- Manage day-to-day schedules and activities
- Oversee budgeting and money management
- Build relationships with record labels, music distributors, event promoters
- Handle music licensing, music publishing, and performing rights
- Plan and organize tours, events, and interviews
- Collect royalties, revenues, fees, and other payments
- Oversee the production and distribution process
- Help improve the mental and physical health of their artist
2) TOUR MANAGER
A tour manager (TM) travels with an artist and ensures the tour runs smoothly. They organize, plan, and manage various touring logistics.
The responsibilities of a tour manager change depending on the size of the tour. But certain aspects of being a TM remain consistent across any tour.
Professional Skills and Duties:
- Arrange travel plans
- Confirm reservations
- Manage tour finances
- Arrange transportation
- Make lodging arrangements
- Manage the tour schedule and set times
- Coordinate equipment needs, soundcheck, and set times
- Ensure everyone gets where they need to be on time
- Deal with promoters, venue managers, ticket agents, etc.
- Coordinate media and marketing coverage
- Network with industry professionals and create a contact list
- Demonstrate excellent leadership skills
- Work under pressure and meet demands
- Implement time management and organizational skills
- Demonstrate excellent communication and interpersonal skills
Another essential aspect of being a tour manager is keeping everyone happy and healthy. Touring is a demanding and stressful lifestyle. A good TM will make sure everyone is performing at their best.
3) BOOKING AGENT (TALENT AGENT)
A booking agent’s primary responsibility is to book gigs for their clients. They’re the point of contact for talent buyers interested in booking an artist.
Booking agents also facilitate the logistics involved in securing live performances or appearances. This includes securing venues, negotiating details, arranging equipment needs, organizing hospitality, managing finances, and more.
Agents work closely with promoters, venues, festival organizers, record labels, and managers. They make sure the artist plays dates and venues that align with their capabilities, goals, and artistic profile.
Like a manager, a great booking agent will also build connections in the music industry. They can also work independently or for a booking agency that represents a roster of artists.
Moreover, having industry connections allow booking agents to advance their clients’ music careers. These advantages are also a big reason artists sign with a particular agent or agency.
Professional Skills and Duties:
- Search for new talent to represent
- Find and secure live performances or appearances for artists
- Locate and secure appropriate venues for artists
- Negotiate artist fees, contract terms, set times, and guest lists
- Develop connections with talent buyers, venues, and promoters
- Arrange hospitality, transportation, and hotels
- Arrange equipment needs, soundcheck, and other technical requirements
- Liaise with the artists’ management team to agree on logistics and goals
- Network with industry professionals and create a contact list
- Manage ticket sales and related finances
- Manage marketing and promotional strategies
- Coordinate media coverage, appearances, and interviews
- Demonstrate excellent communication and interpersonal skills
- Implement time management and organizational skills
- Help increase the artists’ exposure within the music industry
4) RECORD LABEL MANAGER
A record label manager coordinates and oversees operations at a record label. They implement a release schedule, manage contracts, coordinate marketing strategies, manage royalties, and more.
A label manager also guides the entire musical project from early planning to the release. They work with the A&R department, the label’s artist roster, management teams, and digital music distribution services.
However, the manager’s role varies depending on the size and budget of the record label.
For example, at a smaller, independent label, the manager can serve as A&R and various other roles. With a major label, the manager focuses on more big-picture planning.
A major label will have separate departments for A&R, marketing, design, distribution, and more. This structure allows the manager to delegate smaller tasks to individual departments.
Professional Skills and Duties:
- Develop and maintain relationships with the label’s artist roster
- Manage the entire music project from planning to release
- Maintain and update a release schedule
- Distribute and manage artist contracts
- Manage the label’s budget, artist royalties, and various fees
- Oversee the different departments depending on the size of the label
- Delegate tasks to the departments and ensure timely delivery of release assets
- Network with industry professionals and create a contact list
- Manage the digital music distribution account
- Plan the release strategy and monitor analytics
- Manage marketing and promotional strategies
- Coordinate media coverage, appearances, and interviews
- Demonstrate excellent communication and interpersonal skills
- Implement time management and organizational skills
- Oversee non-music relate aspects of running a business
5) A&R REPRESENTATIVE
A&R stands for “Artists & Repertoire.” It’s the A&R’s job to find and curate new talent for record labels.
You may want to also read “WHAT IS AN A&R IN THE DIGITAL AGE”
A&R’s continually search the internet for up and coming artists. They also talent scout at various shows and festivals. That’s how they stay up-to-date with what sounds and styles resonate with the music community.
The first part of the A&R rep’s job is finding artists they want on their roster. Then they approach them with a record contract offer and convince them to sign.
The A&R will also help facilitate the recording and production process. It’s their job to give them the platform that best fits the particular artist’s needs.
Also, an A&R is most valuable to a label when they identify artists ready for success. The next big thing!
Up and coming artists are much more open to contracts. Plus, it’s a massive boost for business if the label finds a huge star early in their career.
Whereas artists who established huge success have more leverage. This makes it more challenging to secure a record contract.
Professional Skills and Duties:
- In-depth knowledge of musical trends, movements, and styles
- Have an exceptional ear for music
- Talent scout and oversee the artistic development of artists
- Network with industry professionals and create a contact list
- Maintain an artist roster and a release schedule
- Understand and manage artist contracts
- Manage and oversee budgets of new music projects
- Demonstrate excellent communication and interpersonal skills
- Liaison between the artist and the record label or publishing company
- Spend time listening to music, scouring clubs, watching social media, reading music blogs
- Represent an artist’s interests within the record label
- Help guide the artists’ subsequent career
- Find music collaboration opportunities
- Organize promotional and marketing efforts
- Supervise the entire recording process
CONCLUSION
The music business requires more than musicians to advance. While the musicians get most of the attention, there are roles in the music industry equally vital.
Someone on the business side of things could have a significant effect on the future of music. As long as they have an unwavering work ethic and the right skills.
That effect can take various forms. For example, a great manager could develop the next Wizkid. A talented agent could secure an all-star lineup for the next Afro Nation. While the next wave of A&R reps will find the new generation of hit makers.
The End.
Oh Wait! Before you leave, check out the most recent music release Sweetness (feat NIK) by 3Li Barzini and Alewa House