Why singer’s success is important for the Nigerian music industry

One of the worst notions about the music industry is that there’s only one path to success. That idea that the true way to making things work for your career is to offer concessions in every area, pushes a narrative that draws millions of individualistic talents into the pool of Afropop.

Niniola bucks that trend. The singer has made House music from the start of her career. And at the moment it has her paid. When Niniola decided to pursue music full-time as a music career, she walked into Sarz’s studio. The ace music producer simply gave her the beat for ‘Ibadi’ to record on. Together they crafted a single that catapulted her from obscurity into mainstream consciousness.

While they thought they had just created a single, what they didn’t know was that they had created a new take on Nigerian music fusion that would come to define Niniola’s career for the short-term. Niniola can do more than House. She’s a gifted singer with a romantic soul and a versatile vocal-driven ability that weave melodies and takes across genres.

But House was the money maker, and she wasn’t going to let go. Follow-up single ‘Soke’ proved to be a hit too, and she squeezed it for effect. And while it gained grounds, it was ‘Maradona’ that carried her across boundaries.

‘Maradona’, became one of the soundtracks of the Nigerian music story of 2017. The song, an Afro-House creation, was also produced by Sarz. It tells the story of a terrible womanizer whose girlfriend couldn't deal with his bad boy antics anymore and decided to take a walk after finding out he had cheated on her with her friends.

“The inspiration of Maradona came to me while I was in the studio with Sarz making the beat,” Niniola tells Pulse via email. “Like all the other songs I always walk into the studio blank until I hear the beat. Once he was 50% done he played it and we vibed to it, and what kept on coming to my mind was Maradona.”

The song which came out slowly, penetrated mainstream radio all across the country. The secret of Maradona is in its repetitive instrumentals and a bassline that is both immersive and calming. It can come on in the club to create a syrupy bridge during any supreme turn up, or it can provide soothing company during a road trip, or also can be enjoyed for its musical brilliance.

Now, Niniola has turned that success into an album. Her debut project, “This is Me” couldn’t have come at a better time. Niniola cuts across different parts of the world and different styles of music on this project from the guests and production line-up.

Why an artist like Niniola succeeding in Nigeria is very evident. For so long we have carried and propagated the idea that the Nigerian music experience is a single story, where artistry isn’t appreciated and conforming to a singular pop sound is the key to survival. Artists like Niniola present a convincing argument against that narrative.

Niniola has found a formula to create and market House music for effect. She’s proving, just like a number of artists including Adekunle Gold and Simi, that success can come from the road less travelled. With each stride she makes, she is unwittingly championing the cause of thousands of creatives who are questioning their uniqueness in this market.

What can be wrong about that?