The Relegation of Nigerian Music Journalists in the Afrobeats To The World Narrative
Why are the A-list acts shunning local journalists for international media platforms?
What does the Nigerian media offer in this time in history when we have two Nigerian songs in the Billboard Hot 100? Nothing.
I have been in the game for a while, and I can tell you it gets harder and harder to nail down an interview with a Nigerian artiste with an international presence.
The response time given to a GQ or Rolling Stone is ten times quicker than that of a Nigerian publication. If you are lucky to get a reply, it will most likely be this -"we are not doing local media at this time."
And the poor journalists have to deal with this as they try to hit their monthly targets and convince their editors that they are doing all their best to get this A-list artiste for a sit-down.
The relegation of the local media in the Afrobeats to the world project is a harsh reality. Is it fair? No, but the game does not run on fairness but; on cold numbers.
Afrobeats acts are constantly looking for ways to penetrate the North American market further. Therefore, it makes sense to have a press run just for international media publications.
The local media offers no value if the target market is England or the United States of America. It might look like snobbery or elitism, but a feature on a Nigerian website does little to convince soccer mums and white men with MAGA hats that Burna Boy is the best thing since 'the right to bear arms.'
It is a case of ‘what can you offer me?’ A Billboard co-sign is stronger than what any local platform can offer, and that’s facts.
The music journalism scene has to adapt to the change in the game right now.
Nigerian music journalists might not have the resources to watch Wizkid live at the 02 this November and write a cool piece about it, but they can still cover the Nigerian scene with authenticity and intimate knowledge that a GQ can't (unless it hires a Nigerian writer).
Nigerian entertainment journalists can still play the role of tastemakers and kingmakers by creating new content formats that cover and chronicle emerging acts. There is nothing hotter than the next act that is going to blow.
While international media might have their eyes on the titans of Afrobeats, Nigerian journalists should co-sign the next to blow. Sure, there might be a Naira Marley out of the bunch that refuses to have a relationship with the press, but most will.
Music journalists should also go the extra mile by accurately writing about the culture of Afrobeats and other Nigerian genres. The history of our music is more important than a Q&A. It is evergreen. It is everlasting.
The journalists here are the custodians of the culture and the true historians. With a bit of innovation and out of the box thinking, they can offer a lot more to the culture than PR agendas.
I think most Nigerian artists have PTSD from doing these interviews and getting wrong headlines after. I really feel you on this - I'm working with new artistes who don't want to be on Nigerian platforms because they are not 'rated'. And truly the big stars start forming once they blow.
But also as you know, we are lacking good music journos as well - who can tell the story of an artiste.
The big platforms don't do proper interviews - all they do is post instragram news.
As a Nigerian writer, what Nigeria platform would you send your stuff to? or what platform do you wanna work for?
The seemingly good platforms are selected and feature only BIG names or Alte acts.
It will take a collective general effort - Artiste giving good writers/platforms the chance to tell their stories and giving them maximum props like they do the international platforms
This is a really interesting angle to explore. I agree with you, there is still an important role Nigerian press plays, and I think it's more important than international coverage since this is the heart of where the music is founded.