How to sustain Afrobeats global successes – Retroblaak

As the Nigerian music industry continues to soar within the halo of the global spotlight, many conversations have turned towards one direction: how do we sustain its momentum? While many share the sentiment that the success is hinged on luck, other experts like Mobolaji Abikoye, a seasoned music executive and A&R Director at the talent management empire, Retroblaak, notes that the secret to stretching Afrobeats’ successes lies within developing the business side of the music itself. 

“The ability for music to travel has made some sounds more popular than the others, and also facilitated the knowledge of music to not just be an art or an element of culture, but also a business.

Today, the music industry generates about 23.1 billion U.S. dollars worldwide and is a thriving sector in the entertainment scene of many countries, Nigeria inclusive.

Every day, mediums and channels are built that allow a wide variety of music genres to travel faster across the globe; making it possible for people in Asia — for example — to have access to American pop simply by making some commands on their mobile phones.

It is in this intersection between strategic A&R’ing and creative distribution that we can safely hack the recipe for sustaining the momentum of Afrobeats’ growth,” Abikoye tells Weekend Beats in a chat. 

Abikoye, who has helped to helm successful talents at record companies such as Mavin Records, among others, explained that the growth of streaming revenue recorded in the Afrobeats’ scene is an indicator that music marketing and promotion was being given more attention than it used to in hitherto years. 

He also advised that more attention should be given to a plethora of minority sounds in Africa, to consolidate the efforts Afrobeats has made in achieving a global breakthrough for the African music industry. 

“Our job is simple,” Abikoye said, “Like we do at Retroblaak, the job for other music executives now is to promote the variety of music from Africa; even beyond Afrobeats, to all the ends of the world by making sure the music created is right and receives the best possible placements till our music gets into those rooms where key conversations are being held.” 

Having worked with African talents such as Yazidxo, Yseult (French Artist), Aphrodija, Juliet Ariel, Oosha & Andre Vibes, Abikoye, who is fondly called ‘The Govn’, is among some of the wavemakers contributing immensely to the growth and establishment of key entertainers on the African continent.

His latest feats include his involvement in presenting the idea of Ladipoe featuring Buju on the 2021 hit song titled, Feeling, and also facilitated a publishing deal between Ozedikus, London and Sony Music Publishing France & BlueSky Publishing France.