
The title of this article is not a joke. It is the new cool in the process of music distribution in Nigeria, we now have an army of “iTunes” and “Notjustok” artistes….and I am of the opinion that it is faulty, condescending, and can not bring any good to the artiste, or marketer.
Let me drill down into this.
Recently, Nigerian artistes have caught the bug of opening online sales channels. Oh, very fine, that is progress, we are getting in synch with how things are done in other countries. It is also a means of getting the products across to people in diaspora, a wider Market. I applaud that…..but there exists a “but”.
Some Nigerian artistes have taken their eyes off the ball. They have suddenly decided to shortchange themselves, fine….but they have in so doing also introduced an inconvenience that the average Nigerian consumer will resist vigorously. Let me break this down with two recent examples.
Timi Dakolo and Bez (I can’t remember his last name ) released their debut albums. I, like many other consumers of musical products, asked where we can buy them. The prevalent response was “get it on iTunes or Notjustok, it isn’t available in shops and on the street yet”. I found that a bit annoying first,worry for the artistes’ sales was next. Annoying because the artists seem to have taken the buyer for granted, they seem to have assumed that they are doing us a favour by recording their work and making it available for sale and we will go out of our way to get them,no matter how and no matter where. These folks seem to forget we are not their family members, not all of us give a hoot or two if they succeed (though we will be happy to celebrate them if they do), and we have the choice of spending our money on roasted corn and not musical CDs.
I am aware some people will come and say “who go buy go buy”….oh yeah, that is true, but I doubt if the artiste that invested a lot of money into producing the work, and hopes to make some returns will be ok if out of a potential Market of 70 million, just 500 buy. I have not seen that kind of philosophy in a commercial consumer Market yet.
Let us have a quick look at how buying online in Nigeria works.
iTunes or Notjustok sell in foreign currency and you are expected to, via a device that has access to the Internet and a bank card capable of doing interrnational transactions, make a purchase. My question is this – how many Nigerians, living in Nigeria, have such cards? How many have such access to iTunes or notjustok and how many don’t? I will say like a ratio 1:10(could be worse).
What are the dangers in Nigerian artistes continuing with this trend? They are plenty.
Firstly, if you are an up and coming artiste, you need to put your music out there to gain wider appeal, become known, become popular. The easiest and most reliable way to achieve this is to take your products to the people, not make the people hunt for them. You are not Tuface Idibia, you are not P Square….and you are definitely not Michael Jackson! You are not famous yet my man! If you ,as a new face, or a struggling act, don’t bring your product to the Market square, well, your tomato will rot in your basket!
Somebody might say that because an act is not popular yet, he won’t be able to get marketers to buy his master tape/CD and distribute the work. Yeah, I agree that can happen….but I also know the artiste’s record label can directly do the marketing. Kennis Music showed this is possible. They have a direct marketing channel.
Secondly, if you insist on releasing a work online, without a simultaneous release in stores and on the streets, you are setting yourself up badly, because if your record is good, and one person who bought online gives friends who don’t have the access or the wherewithal to buy from anywhere outside traffic or in a store, they will copy it, and distribute it to many of their other friends. The artiste loses revenue that would have come if these guys could buy in the stores. It might go even further. Your record is so good, people are coming to the stores to hunt for it, and the store owner or the guys in Alaba smell economic blood, they will begin to bootleg. Either way, the artiste is the loser. By the time he finally gets to the point of releasing offline, he has already lost the opportunity of making extensive sales from the initial rush. Like a tap of water, the want for the record would have slowed to a trickle.
Doing a little assumptional arithmetic here, would you rather make a sale of 1000 CDs online at $7 each (1000 x 7 x 160 = 1,120,000 naira) ?or a sale of 100,000 CDs on the streets, in shop, and in traffic for 150 naira ( 100,000 x 150 = 15,000,000 naira). I shall leave the artiste to be the judge of this.
Opening a retail channel online is a great and smart idea, but it is supposed to be secondary to the traditional channels in the case of Nigeria. Ignoring this, or refusing to surmount the challenges of getting an Alaba channel, will not only show the artiste and his record label as being unserious and assuming, but will also keep the artiste from reaping the benefits of his hardwork (or a lack of it).
I will like to read your comments on this subject.
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