FANS! There’s No Competition — Artistes Are Trying To Do This Instead

Posted by E.L.E.X on August 18 2020 under Celebrities

There’s this thought that there’s a beef between Wizkid and Burna Boy or amongst some of our A-List acts, but if we look at it closely, there isn’t.

This illusion has been for long. Blogs trigger it. Fanbases fuel these conversations. And most times, it seeps into our consciousness; there’s a competition between these artists.

“Davido won last year, but WizKid is the one who will rule this year.”

You must have heard a couple of people have that discussion. There was a time in school; we had that argument.

“Na WizKid better pass. What are you saying now, it’s Davido, he won the BET.”

The two artists didn’t help matters too. The ill-fated fight they had in 2017 compelled many to take sides. Celebrities and fellow industry colleagues took sides too. Either openly or discreetly. Someone was supporting one.

THE GAME HAS CHANGED

The game is changing, though. There’s a twist now. Goals have been set, and it’s not in an artist’s yearly resolution to state, “I’m going to be better than Burna Boy this year.” There’s a bigger motive—one to be the game changer and penetrate other music spheres.

The Afrobeats movement is becoming wider. It’s no longer an artist being the sole frontrunner.

Yet, for a number of artists, comes a separate approach. In strategic ways, our music is being pushed to consumers existing in spaces alien to our language, our culture—the beauty of it.

An artist like Ckay might wonder how Love Nwantiti got to P.Diddy’s live session with celebrities. Streaming has made it possible, and the influence of genre and mood-based playlist has also played a benefitting role. Driven by fans’ engagement with streaming – especially paid subscription audio streaming – digital revenues now account for more than half (58.9%) of the global recorded music market.

ARTISTS NOW HAVE A DIFFERENT MINDSET

Goalposts are thus shifting. Mindless conversations over who did it first or paved the way should be put aside. What matters now is the present. Who’s doing what and contributing to the culture.

There exists the burning desire of artists to grow and outsmart their previous achievements. Get those enormous numbers on DSPs. Secure those invites as concert headliners. Because that’s where the bags come.

An artist knows an increase in streaming numbers will attract attention and in return, there will be a relationship with gatekeepers. In return will be cross-over features, endorsement deals, and concert invites.

To do this, most realize there has to be a differentiation. A unique strategy to get people to listen. A different tactic has to be employed to pull people from other regions to listen. For some, having an influence on platforms like TikTok and Triller is proving to be a decider. A decider in what song goes viral.

You see. It’s crazy for artistes. A whole lot goes into marketing their input. Fans need to realize this. Everyone wants to win and get these deals.

The story has changed from throwing shades at each other or hating on another’s success. It’s a different narrative. No doubt, this will continue, but people need to realize there’s a different craving now.