In the fast-paced world of Nigerian music, staying relevant is just as difficult as breaking into the industry.
Many artists drop a hit song, dominate for a while, and then fade into obscurity. But why does this keep happening?
What separates the likes of Wizkid, Davido, and Burna Boy from those who disappear after a few years?
1. The One-Hit Wonder Syndrome
Some artists explode with a viral hit but fail to replicate the magic. Examples include:
• Lil Kesh – Shoki and Efejoku were huge, but his sound didn’t evolve.
• Slimcase – Defined the shaku shaku era but couldn’t transition when the trend passed.
• Mr. Real – Legbegbe was massive, but he failed to maintain momentum.
2. Poor Branding & Lack of Strategy
Talent alone isn’t enough—artists who build strong brands tend to last longer.
• Olamide: Reinvented himself multiple times while staying true to his core audience.
• Tems: Established a unique identity, making her stand out in a competitive industry.
• Portable: Uses controversy to maintain relevance despite not always topping charts.
Music executives often emphasize that success is now 50% talent and 50% marketing. Without a solid brand, even a talented artist can fade away.
3. Inconsistent Music Releases
Taking long breaks from music can weaken an artist’s connection with fans.
• Tekno: After Pana, irregular releases affected his visibility.
• Runtown: Had major hits like Mad Over You but stepped away from the scene too often.
• Cynthia Morgan: Her career was on fire until label issues slowed her down.
With streaming platforms constantly flooded with new music, artists who disappear for too long risk being forgotten.
4. Industry Politics & Label Conflicts
Record label problems have derailed many promising careers.
• Kizz Daniel – Overcame label disputes to maintain his success.
• Brymo – Left Chocolate City but struggled with mainstream visibility afterward.
• May D – Lost momentum after exiting Square Records.
Many artists sign contracts without fully understanding the terms, leading to career-damaging disputes.
5. Failure to Adapt to Trends
The Nigerian music landscape evolves quickly, and those who fail to adapt struggle.
• Ice Prince – Dominated with Oleku and Aboki but didn’t adjust to Afrobeats’ changing sound.
• Iyanya – After Kukere, he couldn’t transition beyond the Etighi dance trend, etc.
In contrast, artists like Wizkid and Tiwa Savage have reinvented their sounds over time, keeping them relevant on the global stage.
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6. Personal Scandals & Lifestyle Choices
Controversies and poor lifestyle choices have cut short many careers.
• Dammy Krane – Legal troubles affected his trajectory.
• Mohbad (RIP) – Industry struggles overshadowed his talent before his tragic passing.
When an artist becomes known more for scandals than music, their career often takes a downward turn.
7. Poor Fan Engagement & Market Understanding
Artists who stay connected with their audience tend to have longer careers.
• Davido: Keeps fans engaged through social media and public appearances.
• Burna Boy: Knows how to maintain relevance with carefully planned music drops and strategic controversies.
Meanwhile, artists like Sean Tizzle and Jaywon had great music but didn’t engage enough with their audience, leading to reduced visibility.
8. International Recognition vs. Local Love
Some artists focus too much on international appeal and lose touch with their home audience.
• Mr Eazi – Transitioned into a global act but lost some Nigerian market dominance.
• Rema – Balanced both worlds by blending Afrobeats with international pop influences.
An artist who abandons their home fanbase too soon may struggle when the international buzz fades.
9. Who Will Last and Who Will Fade?
Looking at today’s artists, who has the staying power?
Likely to last:
• Asake – Consistent branding and strong backing from Olamide’s YBNL.
• Rema – Versatile sound and international appeal.
• Ayra Starr – Smart career moves and frequent music releases.
 At risk of fading:
• Zinoleesky – Facing label issues; needs a stronger brand identity.
• Seyi Vibez – Huge street following, but long-term mainstream success is uncertain.
• Shallipopi – Currently trending, but longevity depends on adapting beyond viral hits.
Final Thoughts: Can Every Artist Stay Relevant?
Not every artist can be a Wizkid or Davido. In Nigeria’s entertainment industry, fame is temporary unless an artist masters branding, consistency, and reinvention. The big question remains who will still be on top in the next five years?