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The Nigerian Music Grind


Firstly, before we get started, stop for a moment and imagine the world without music. That is a scary thought. Hence, I want to give a special thanks to all of the artists, producers, songwriters and musicians around the globe. You make our world a better place.

Secondly, now is the time to take your musical destiny into your own hands. The phrase “on the grind” refers to the process of working hard and hustling to achieve one’s dreams.

This series is about the never ending independent music grind. It deals with the blood, the sweat, and the tears that independent music artists in Nigeria endure to reach the top. At the same time, it provides concepts to broaden your business outlook. My goal is to share my experiences and help you to MONETIZE YOUR MUSIC MOVEMENT! With the right plan you can create the demand to expand your brand.

The Internet has leveled the playing field for aspiring artists and producers. And more than ever, many developing music organizations are achieving independent success without the aid of a major label. There is a lot of power in being independent. In fact, there are several major label artists seeking independence from major record deals, that have their music careers in limbo.

This is the music BUSINESS. It was never just about the music. As an independent artist, it is imperative that you sharpen your music business acumen and construct an infrastructure, a team and a strategy to build a long term music career. Your mission is to become a professional “working artist” or “producer.”

If you take a lazy approach to learning about the music business, then you are setting yourself up to be scammed and screwed in the future. The music game is all “smoke and mirrors.” Do not get caught up in the illusion and sleight of hand. Study and learn the industry for yourself. Take your time to learn the ropes and develop the business savvy and skills that are needed to reach greater levels of success.

First and foremost, you have to determine whether your music career is a business or a hobby. Some independent artists spend hundreds of thousands on studio time and on accessories to give away free music just to say “I do this..” Many upcoming artists are more focused on what is “a good look” instead of focusing on what will “work” and what “makes sense.”

The problem is that there are too many marginal artists and producers out there and the talented ones get lost in the clutter of mediocrity. This series is designed to help you to distinguish your brand. One of the ways you increase your value is by increasing your knowledge. As you embark on your journey to success, there are certain guidelines, which you must follow. They will come up later in the series.


Remember that just because you are not asleep does not mean that you are awake. This series will awaken you and open your eyes about the power of being independent.  The truth is that you can make a good living as an independent artist or producer without the backing of a record label. And even if you wanted to go the label route, it’s important that you develop yourself as a solid independent artist first to create leverage. The major labels want to do business with artists who have proven MOVEMENTS. They not only want your MUSIC, They want your FAN BASE as well!

We are living in the age of the DIY (Do It Yourself) musician. More and more artists are taking their destiny into their own hands. My prediction is that within the next 5 years, independent record labels will command a greater percentage of the overall market. As a result, we will see an increase in corporate partnerships with buzz worthy upcoming artists and producers. Also, I predict that there will be an uptick in corporate sponsorships for national independent music tours.

More aspiring artists and producers will get placements in commercials, film, television and billboards.

I wrote this series for the future music moguls. This is  an introduction of a five part series.The aim is to educate you, inspire you and energize you. So prepare to be awakened and unleash your power!

The series official kicks off  next week Friday!  You can always contact me on Twitter @JamesNdu for questions.

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