UK-based Nigerian radio and TV personality Adesope Olajide has called on Ghanaian acts to be more aggressive in their music promotion strategies like their Nigerian counterparts.

Speaking in an interview on Joy News, he shed light on the strategic efforts by Nigerian artistes to promote their music across Africa. 

He noted that this strategy not only introduces their music to new audiences but also helps build their personal brand.

"Nigerian music penetrates other parts of Africa. Do you know why? Because Nigerian artists go to other parts of Africa to promote their music. Once they finish Lagos, the first thing that comes to their mind is Accra. It's part of the promotion. They invest in that. Then once they leave Accra, where next? Kenya.

"In the Nigerian artiste mentality, you have not properly done your marketing until you invest in these different territories around Africa. By doing that, you introduce not only your music to that audience but also yourself to them. So they might not like Zlatan's music, but they find Zlatan interesting, and the interest in his personality would now do the reverse, bring them back to his music and get it played,” he told Doreen Avio.

Olajide also pointed out that Ghanaian artists, such as Sarkodie, have succeeded in Nigeria by adopting similar strategies. Olajide encouraged artistes from other African countries, especially Ghana to invest in the Nigerian market with the same dedication Nigerian artistes show towards promoting their music across the continent. 

“You have to invest in that. And then it's not a one-time thing. You almost have to make Lagos like a second home. The same way you treat Kumasi from Accra. You go and treat Lagos that way? Yes, it won't be easy because we're used to Nigerian music. But what Nigerians appreciate are hard workers and people who want to come and showcase themselves,” he advised.

ID/OGB

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