Singer's "Corporate Miscreant" album does not need a miscreant

The best part of an album for business men, is not in the creation. That part is left for the creatives, who sweat, toil and fight for their expressions and bringing forth art. Once the project passes through the creative stage and moves into marketing, the business men take over.

Knowing how much showbiz is personal, the artiste is pushed to generate new ways to sell that album. From online activations, to offline campaigns. In Nigeria, where the levels of marketing does not push the boundaries of creativity and user-interaction, mini-concerts are the way to go. Almost every artiste create these small gatherings to toast their work, and sample opinions.

But in all of these, the artiste is the most crucial in this marketing process. They have to streamline every deed, utterance and appearance to fit in with the marketing of the album. All excesses are weeded out, and all that matters is the aggressive and strategic promotion of that album.

That’s why Oritsefemi’scurrent case with Quilox is a disaster for his album.The singer recently released his 5 studio album – – which was let fly on November 2, 2016. Less than 10 days later, he was attacking a bouncer at the popular Lagos night club, getting thrown in jail, and coughing out money to cater for the hospital bills of his victim.

That’s the sort of behaviour that has no place in the promotion of an album. “Corporate Miscreant” could so much more without a real-life miscreant taking away from its promotion. It needs space to breathe, germinate, pick up steam and grow. Oritsefemi’s album is just out the blocks and the singer is hanging around the blocks with negativity.

The worst part of the affair for everyone looking to sell the album is the focus that falls upon the singer, which isn’t tied to the album. Flip through the news pages, Oritsefemi is fully mired in the saga, his name being dragged across the internet, with no mention of his album. That sucks for the business.

“Corporate Miscreant” which boasts of 21 tracks was reviewed by Pulse, with the verdict being: “Corporate Miscreants” lacks all the makings of a project that would soar. It’s Oritsefemi struggling to recapture his pop footing which he has lost, while also touching base with the root sounds that grew his brand in the streets. He goes about this without a plan and no direction, and does what miscreants do best. For a man with Oritsefemi’s level of talent and experience, this project isn’t just a poor one. It is criminal.

The album bearing uninspired music is enough challenge for itself. But the singer seeks to further compound its chances for success with off-the-mic antics. Fighting in a night club is not promotion, neither is being dragged across the news for negative press that isn’t related to the album.

What Oritsefemi, a veteran artiste, needs right now is more concentration in maximising the sales of his album. Plans should be drawn and executed to promote it on all channels. The focus has to be on the new project, and not on the artiste and his indiscretions. ‘Corporate Miscreant’ does not need a miscreant working against it.