Singer’s business is rarely understood, but he kills it every time

Who understands Flavour’s music business strategy in Nigeria? Who would say they have a grasp on the way the artist goes about his work? Who can point to a time when the singer is ripe for an album?

According to the ‘Obianuju’ singer, there’s a new album coming in June. No one knows how and why the singer has made this decision, neither can you point out to the singles that will most likely be on the project, but the singer will have a new album.

Speaking with HipTV, Flavour disclosed his plans to drop a project, and also talked about longevity in the music business.

"It's all about hardwork and God, I just wanna be a musician, I don't wanna be an artist, it's gonna be a long time, I have prepared myself, and know what it's going to take for me to get there, my album comes out in two months."

All hardwork and God. That’s how Flavour chooses to sell his business. Studying Flavour’s business in Nigeria is like journeying into no man’s land. You never know how it works, you don’t know when stuff’s coming or when the next song is coming out.

Anticipation is not in his dictionary. One moment you are sleeping. The next moment you are awake, and there’s a video of a new song, with Flavour shirtless, and a beautiful video vixen just strolling around the block in panties and bra. White panties and bra.

And all of this is because of his lack of media affiliation. Flavour is part of a small crew of successful artists who do not carry the media along in their business. They steer clear of any outfit, choosing Instagram and Twitter as tools of communication. This lack of a concerted media campaign around them results in a fragmented profile, with many holes.

Flavour has never been fully represented right in the media. Because of this he is seen as a successful, talented Highlife singer, whose only other activity is nudity and body exhibitionism. Other than that, nothing else is known.

So it becomes hard for fans to track his music business, form theories about his music, and follow his art in its entirety. The last time he dropped an album was the 2014 “Thankful.” The biggest media news at the time was that the album sold a whooping 1 million copies in 5 days. Which is a lie, and a tacky PR stunt.

But nevertheless, he is still a great artist who has achieved abundantly, and has transitioned into being one of a few acts to be both celebrated as a recording and performing artist across the African continent and beyond.

But hopefully, with the coming of a new project, these things would change. Flavour belongs to an elite group of top performers in Nigeria who deserve to have their story told and documented for the fans and for posterity. He is a maestro of the art, and a master talent that people can look up to and emulate.

He simply has to give them enough material via the media.