The singer who has struggled since the release of his “Man Of The Year” album to find a national hit song, now has one which can push through the barriers and make him a genuine force again for a couple of months. Thanks to Banky W, there was dynamism, and chemistry on ‘Nobody’s Business’, the type that was honed over several years spent at the Empire Mates Entertainment, where Skales earned his bones, and was eventually kicked out unceremoniously.

The song, boasting an immersive tropical feel, had a video which was released to exactly explain the meaning of the song, and bring it to life in the most visually entertaining way possible. Of course the singer meant what the song said. The entire work put together by Paul Gambit, which lasted for just over three minutes, was a direct attack on everyone who had given him and his career coverage in the news. The cuts came thick and fast, with newspapers and digital media attacked for talking about his troubles. There was also a scene, where a blogger was also depicted to have written about Banky W's love life, and got a telling off with ‘it’s nobody’s business’.

But is that really what he wants? Does he want the media announcing a blacklisting of Skales and all that concerns him?

Media cohesion is very rare in Nigeria, with the intense competition that exists on the surface, seeping behind the scenes to erode the goodwill and the chance for collaboration between media houses. But if for this one project, everyone can come together and declare Skales a persona non grata (or a non-celebrity), the results will be tragic for him.

For all the hype of social media, and its benefits, Personal handles on Twitter, Instagram, and Facebook are not enough for a celebrity to sustain his or her status in the public. They rely heavily on the news platforms, to give them pages and sell their life to the fans. Skales knows this, seeing that he has benefited immensely from this too.

It is the media that announced his signing to Baseline Music, the same media that helped generate support and a pity party that he rode through to help his ‘Shake Body’ single. It is this same media that made it their business when he launched his record label, OHK Records, and proceeded to sign (or is it cosign?) a number of creatives. All of these would have not been possible if not for his business being everyone’s business. Without the media in Skales’ business, he will be a non-event. His social media game is filled with more trolls than supporters, with Twitter being the most caustic platform for him. The image he currently has, has required topnotch media planning and execution from Osagie Osarenkhoe, and Zebra Stripes PR.

His business in the news, gave him his career. Take that out, and his name will die a slow, public and painful death, just like many others before him who toed similar line. His music (which is a huge part of his business). Will not get airplay, news about his life will not appear online, and if it anything does slip through, it will be on some desolate and obscure platform with nothing but a few eyeballs passing through.

Skales needs to wish for more, rather than shooting himself in the foot. He needs everybody to be all up in his business, because that’s the only way he stays relevant, and keeps his career on the right track.

Nice jam though…