Does American singer need the Nigerian market?

We love to think the world revolves around us Nigerians. We are proud people, inspired by decades of being told that we are the ‘giant of Africa’, and the best thing to happen to the world.

That’s why we think that we are the best nation in Africa, and our Jollof Rice is the yardstick of measuring good cooking, while our music is God’s own fart. That’s also why we feel that Jidenna really needs Nigeria.

Over the weekend, the US singer who is still promoting his debut album, “The Chief”, was in Nigeria for a few scheduled gigs. And I had the opportunity of attending a forum, where he was the chief speaker, and the subject of the discussion. It was set up by Vibes.ng in Lagos, and titled “Community Meeting With The Chief: Album Versus Singles In Digital Era”. The panelists were Omalicha (Broadcaster), Douglas Jekan (OAP and Music Enthusiasts), Godwin Tom (Founder, IMANAGE AFRICA), Michael Ugwu (General Manager, Sony Music West Africa) and Nana Kwabena (Music Producer and Sound Engineer).

And all through the conversations, the singer was peppered with questions from everyone about his work, and the details about his creation process. But one question keeps popping out from everyone who talked to singer; “What are your plans for Nigeria?” “Do you think your music will sell in Nigeria?”

The “Classic Man”, took them all in his stride, responding with dignity and a signature calmness that has defined his brand so far. He was gracious, responding to the questions with diplomacy and wisdom. And although it came in different ways, the sum of his answer is that “I want Nigeria because of the influence, not because of the money”.

“It’s not necessarily about the money for me,” Jidenna said. “For me it’s about power and influence, and those things are bigger and better than money.”

Jidenna flirts with Nigeria for many reasons. Although he was born in Wisconsin, USA, he partially grew up in Enugu, Nigeria, before moving back to the states when he was six. His father, Prof. Theodore Mobisson who died in 2010, was an Igbo chief, who raised him with one eye on his culture.

It was in honor of his late father, that he named his album “The Chief”. And you could find elements of the Nigerian culture and influences interwoven all through his music; his songwriting and sonic influences.

But the question of how much he needs this country comes from a place of blind pride and arrogance. It is not backed by numbers and actual value to him.

The Nigerian music industry is growing in worth. Digital music downloads and streaming in Nigeria have become the most favorable source of revenue for local musicians. A report by auditing firm Pricewaterhouse Coopers (PwC) in 2015 said revenue from music sales in Nigeria, Africa's most populous country, was $56 million that year, and predicted it would grow to $88 million in 2019.

PwC also said Nigeria's entertainment and media industry had an estimated total revenue of $4.8 billion in 2015 and was likely to grow to $8.1 billion in 2019, making it "the fastest-expanding major market globally".

Ringback caller tones currently generate at least a third more revenue for Nigerian artistes, than streaming on global digital stores.

But Jidenna faces a very tough call to benefit from this wealth floating in the business, and that’s because of one fundamental reason: He is American.

Nigerians are fiercely patronizing of their own. We are not a patriotic people, but we have a bond with the music created in Nigeria. Our artists sell to us via free distribution, and make their money locally from performance fees, although streaming has emerged as a strong revenue generator.

But of all these numbers are mostly given to local artists. Jidenna is not a local artist and he doesn’t intend to market himself as one. He is an American, who is drawing from his Nigerian youths to create a unique selling point for his music.

Nigerians generally love Jidenna’s brand because he is finding relative success in the US, while keeping a relationship with his country of origin alive. But they don’t commit to his work with their pockets to a degree that becomes tangible to his business.

To be honest, the guy on the streets know a Wizkid song, and a Davido song. He would know a Jidenna, but cannot connect with a single as intellectual as ‘White Nigga’, or ‘2 Points’. He can connect with the melody on ‘A little bit more’ and ‘Bambi’, due to the Afrobeat and Trap influences, two sounds that are prevalent on the streets of Lagos. But the rest of his music will find a hard time generating a huge reaction.

But yes, Jidenna still needs Nigeria, and it’s not because of the money. It’s more about the extra influence he would yield if he continues to make inroads into the African continent, using Nigeria as a base. We have the human resources, and hold a relatively untapped market that holds potential for purchasing power.

Any artist who we hold in high esteem can use that as a bargaining chip for a lot of uses in his career. It is that chip that Jidenna wants. That’s why he needs us.