The Nigerian entertainment industry has continued to evolve through different technological eras, from cassettes to radio dominance and now the age of music streaming. Yet, one constant remains: the strong competition for audience attention.
Entertainment enthusiast Stanley Udeh, in an interview, said the industry is witnessing a significant shift as many Nigerian artistes increasingly rely on digital playlists rather than traditional promotional avenues such as radio airplay, media interviews, print features, and live appearances.
According to him, playlists on platforms like Spotify, Audiomack, Apple Music, and Boomplay have become key drivers of visibility.
He noted that a feature on playlists such as “New Music Friday Naija,” “African Heat,” or “Afrobeats Hits” can propel an artiste to instant recognition, sometimes achieving more impact than prolonged radio rotation.
“These platforms have opened up global access,” he said, explaining that artistes can now upload music from anywhere and reach millions. However, he cautioned that the fast rise often comes with an equally fast decline.
He noted that songs that gain quick traction on playlists can fade just as rapidly once algorithms refresh or playlist line-ups change. This, he said, creates pressure on artistes to consistently release new material to stay relevant.
“Digital playlists offer visibility but not always longevity. The connection with listeners is often brief,” Udeh added.
He observed that in the race for digital visibility, many artistes are sidelining traditional promotional activities that once helped build their identity. Interviews, radio tours, magazine features, and community performances, he said, played a crucial role in helping fans connect with artistes on a personal level.
Without this foundation, Udeh warned, artistes risk becoming “faceless names” whose songs may trend but whose brands fail to endure.
He emphasised that the industry’s future depends on balancing digital reach with genuine audience connection.
“Digital playlists open the door, but traditional promotion builds the house,” he said, adding that artistes who want not just hits but lasting impact must embrace new digital tools while maintaining the human touch that has long fuelled the entertainment industry’s vibrancy.
