Category: Public Relations
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The Global Rise of African Music Is Also a Communications Story
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The international growth of African music is often discussed in terms of streaming numbers and chart placements. But behind every breakthrough moment is another force. Narrative. For decades, African music has existed globally but has often been misunderstood or framed through limited perspectives. What has changed in recent years is…
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The Artist Story Is Still the Most Powerful Marketing Tool
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Music travels fast today. A song can move from Lagos to London in hours.A snippet can reach millions before the full track is even released. But speed has created a new challenge. Many artists are heard before they are understood. In an industry increasingly driven by algorithms, music often reaches…
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The New Music Artist Job: Being a Creator
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There was a time when the primary job of an artist was simple: make great music. The rest of the machine handled the rest. Labels handled marketing. Radio handled discovery. Media handled storytelling. Fans discovered artists through channels that were slower but more structured. Today that structure has changed. Artists…
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Why African Artists Need Strategy, Not Just Virality
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Every few weeks, a new song catches fire online. A dance challenge takes off. A lyric becomes a caption. A snippet starts living on TikTok or Instagram Reels, and suddenly, an artist is everywhere. For a moment, the internet agrees: this is the next BIG thing. But a few months…