In Nigeria’s vibrant music scene, there’s no shortage of gifted singers striving to make it big. Yet, only a handful manage to step into the spotlight, and even fewer sustain their success. Among the myriad factors contributing to this phenomenon, effective promotion stands out as the key.

In this article, I delve into the music marketing strategies employed by two titans of the industry: Mavin Records and Bankulli. I’ve chosen these two because of their systematic and replicable approaches to promotion. Moreover, they showcase distinct methods, highlighting the diversity of paths one can take to promote music.

Mavin Records: The Power of the Marketing Mix

Ayra Starr

Founded in 2012 by the legendary artist and producer Don Jazzy, Mavin Records stands as Nigeria’s most prominent and successful record label. Over the years, it has been home to a roster of stars including Tiwa Savage, Wande Coal, Reekado Banks, Iyanya, Johnny Drille, Ayra Starr, and Rema.

Mavin Records follows a well-honed strategy:

  1. Announcement: Signings are announced through Don Jazzy’s Instagram and official label platforms.
  2. Press Releases: They issue press releases in major newspapers.
  3. Media Blitz: Artists are featured in interviews across major media outlets.
  4. Billboard Presence: Billboards strategically placed garner attention.
  5. Single Releases: A major single release shortly after signing, followed by consistent releases.
  6. Airplay: Ensuring consistent airplay on TV and radio.
  7. Playlists: Securing features on key industry playlists.
  8. Live Performances: Artists are regularly showcased at industry events and concerts.

This approach is carefully calculated. Mavin Records makes a grand entrance when introducing a new artist, and then they maintain a constant presence. It’s a proven formula that keeps their artists in the limelight effectively.

Bankulli: Mastering Strategic Partnerships

Basil Hope

Bankulli, a Grammy-nominated singer, songwriter, artist manager, and A&R expert, boasts an impressive track record. He’s known for nurturing talent and connecting artists to influential figures in the music and entertainment industry, including collaborations with Kanye West and Beyoncé. Currently, he’s promoting talents like Basil Hope and Constance Olatunde.

Bankulli’s method is distinctive:

  1. Raw Talent: He identifies raw talents that have room for growth.
  2. Social Media Showcase: He shares daily glimpses of their talents on his social media platforms.
  3. Network Expansion: Artists are introduced to his extensive network of celebrities and influencers.
  4. Media Rounds: Bankulli ensures media coverage on TV and radio.
  5. Pop-Up Performances: Artists make surprise appearances at live events and concerts.

Bankulli’s management style resembles an incubator, with a focus on building humble and easy-to-work-with brands. The aim is to maintain a positive industry reputation.

In conclusion, the music journey offers valuable lessons from these heavyweights:

  1. Personal Brand Building: Invest in your personal brand alongside your music.
  2. Plan Your Promotion: Develop a clear strategy for promoting your music.
  3. Consistency Matters: Keep your music and brand visible.
  4. Leverage Networks: If you lack a massive marketing budget, tap into your networks.

If you’re seeking further guidance, don’t hesitate to reach out for a consultation.

May the force be with you on your musical journey.