Rita Odafe
Music executive Bizzle Osikoya from Nigeria has expressed concerns about the ongoing decline of the music industry.
During a discussion on CreativiTea, he pointed out the lack of professional growth within the sector.
He noted that many individuals in the industry are more intent on gaining fame rather than establishing a robust framework.
Osikoya remarked that the unprofessional environment in Nigeria often drives artists who achieve success to stay overseas, where they find a more serious approach to the industry.
“It seems the industry is on a downward trend because there is a failure to cultivate professionals,” he commented.
“It’s predominantly about people pursuing the spotlight instead of fostering a sustainable industry. Everyone seems to be looking for the next potential superstar.
“This is why many artists, once they attain fame, prefer to remain abroad—they see how things function in more developed markets and aim for professionalism, unlike in Nigeria, where it feels rather trivial.”
He further noted that major global labels like Sony face challenges in Nigeria due to a lack of insight into the local culture, with only a few successfully adapting to it.
Osikoya stressed the importance of collaboration and partnerships to enhance the industry.
“Numerous well-known labels, including Sony, have entered Nigeria but struggle due to their unfamiliarity with our market,” he remarked.
“I believe only Mavin Records, Chocolate City, and YBNL have genuinely grasped the nuances of the Nigerian music landscape, while others treat it as mere entertainment.
“We must acknowledge that not everyone can run a record label, and there’s a strong need for more partnerships.”
“However, many aspire to establish their record label, thinking they can manage it alone. We should focus on collaborating and partnering with established entities.”
