In 2020, Nigerian youth took to the streets to protest police brutality, specifically the crimes committed by the Federal Special Anti-Robbery Squad (SARS). Many celebrities from outside the country lent their voice to the #EndSARS movement, one of them an upcoming artist named Enisa. What followed was something she never expected.

Encouraged and gladdened by her show of support, Nigerians on Twitter promised Enisa one thing, that her career would never be the same. Within weeks, Enisa’s brand new single, Love Cycle, was the most streamed song in Nigeria. Her YouTube channel views skyrocketed to millions, and her social media following rose by tens of thousands. Enisa had won over the Nigerian fanbase, and it changed everything for her.

Boasting the largest black population in the world, Nigeria is Africa’s music capital. It’s home to millions of passionate music fans. Such is their passion for music that several artists have loyal fanbases that stand by them no matter what kind of music they release. I like to call these people super fans. Wizkid FC and 30 Billion Gang (30BG) for megastars Wizkid and Davido are good examples of this.

Big stars are not the only ones who benefit from the zeal of Nigerian fans. Indie artists can also enjoy this love if they can find a way to win them over. Enisa won them over in her support for their cause, and you can too. Here are five tried and tested ways you can win over the Nigerian fanbase...

Five Ways to Win Nigerians Over

It’s no easy feat winning over an entire fanbase, much fewer Nigerians. It takes hard work and consistency to eventually crack it, but the rewards on the other side promise to be worth it. To help you break into the Nigerian market as an indie artist, here are five tips…

Build on social media

This may sound like a cliche, but it’s a super effective one. Without the backing of a record label, social media is the one place where you can access millions of people at once. Without an active social media presence, there’s no way you can effectively reach people. Even labels use most of their resources on digital ways to market music.

Build your social media following. Create catchy and entertaining content consistently to showcase your talent. Of course, the social media platform will help determine what kind of content you should make.

Instagram and Tiktok favor short-form video content more, while Twitter is better for writing and personal engagement. Apply your social media accounts correctly and you’ll be unstoppable.

You can start a Youtube channel and pair it with a Tik Tok or Instagram account, for example. Use the short-form content to give snippets and whet their appetite, then send them over to YouTube to get the full thing. This is just one way you can play it. You can also do contests and giveaways, or even use influencers to push your content. Social media is a wild place, but it’s the key to your success.

Leverage trends

Big artists create trends, and that should be your ultimate goal. As an unknown indie artist, though, that’s an uphill task. Instead, creatively use existing trends. Hop on challenges, make creative covers for popular songs, or even jump on a fashion trend. Whatever you do, the trick is to spin it creatively so that people can appreciate your skill and talent.

A perfect example is Adekunle Gold, whose cover of One Direction’s Story of my Life called Sade blew up to give him the massive following he now enjoys.

Tap into fanbases around the world and open up a new group of passionate fans. Music is global, find ways to reach the masses.

Book live shows

Social media allows you to reach and connect with millions at a time, but live shows provide a special kind of intimacy. Live performances are what will transform you from a social media sensation to a real-life star.

They also provide awesome opportunities to connect with other members of the music community. If booking shows is a step too far for you, I have a simple solution for you.

Enter competitions and reality contests. Talent hunt competitions or reality contests offer you a platform with an already guaranteed audience. The Voice, Nigerian Idol, and Big Brother Naija are all reality shows that could blow up your popularity if you do well. It’s a chance for you to display your talent, but also to connect with fans and make a name for yourself.

Network and build connections

This is another cliche, but you cannot afford to ignore it. One good way to win fans over is to collaborate with other artists, and you can’t do that if you don’t build connections with other people in the music industry. Buju, now called Bnxn, is a prime example of this. Some of his biggest hits are features where he collaborated with another artist to make good music.

Connections also help you get access to places and deals that could be massive for your career. The right connection could land you a hit song with a top artist, a record label signing, or a spot performing in a massive show. Whatever it is, connections open doors that you can’t open all by yourself.

Make good music

I saved the most obvious, yet important, tip for last. None of these tips and strategies will work if you don’t make good music. Afrobeat is the most popular sound in the Nigerian market, but you don’t have to change your style to make it big. Master your craft, study the mood, and release a song that will fit into it superbly. For example, Burna Boy played into the trending topic of heartbreak in relationships when he released Laslas, a song on his last album called Love, Damini.

Final Thoughts

The Nigerian fanbase is not easy to please, but you can win them over. Once you do that, your career can only go upward if you keep at it. On social media, stay humble and engage your followers regularly.

Onstage, pour your heart into your performance and either hype them up to screaming and excitement or touch them into silence and tears. Above all, stay true to your craft and keep improving. I’m always rooting for you.