Singer needs to focus on her career, not take ego trips
Niniola needs more creative ways to use her resources in promoting
her works, and perhaps understanding that she isn’t too far from the
upcoming artistes who she is ‘giving back to’.
Niniola is a great singer who has lost focus on what she ought to be doing.
Breaking into the industry in March 2014 after teaming up with Sarz to make her debut effort, the singer has failed to hit gold again, with subsequent singles ‘Soke’, ‘Akara Oyibo’, ‘Gbowode’, J’ete, and ‘Shabba’ have failed to interest the public on the level of her debut.
This
happens all the time. As an artiste, the worst thing that can happen
for your career in the long run is to score big with your debut single.
You hit a shallow high, with people running after you for that single.
Your development as an artiste on and off the mic is stunted, as you
experience a ‘fame-high’ that prevents you from organically learning the
basics of the industry. ‘Shabba’ is currently growing as
another single, 5 songs after she tasted the highs and rush of a hit
single. There’s also a growing list of collaborations with her name on
it, none of which has become hits yet.
Niniola and her handlers have skewered the vision a little. A look on
social media will have the singer announcing a competition for upcoming
artistes. According to the campaign, songs should be sent to her, with
an empty space for her to record. Whichever song ‘tickles her fancy’,
the sender gets N100,000 and wins a free feature with Niniola. Yeah. ‘Wins a free feature with Niniola’.
Perhaps she is out of ideas, and need a new hit song
to further her career, and she is willing to tap into the work of other
artistes, pay a token, and get another boost to her career. But there
are many things wrong with this approach.
In the
true sense of things, Niniola is an upcoming artiste. She has shown
promise, but she isn’t a star yet. Her growth is still in its formative
stages, with very little widely accepted content in her arsenal. Can she
host a personal show and draw myriads of fans to the venue? Can Niniola
do it on a cold Harmattan night in Abuja? Can she boast of a
discography laden with hit songs, can she lay claim to household status?
Can she hold on to any point in the music industry, where she has
influenced, and affected the grand scheme of things.
What
Niniola needs right now is not some competition to ‘reward’ people who
are technically in the same celebrity class. If she wants a competition,
why not reward the people who adore her on social media, and connect
with her brand and personality? Why betray a misplaced sense of ego, and
show very little understanding of your true place in the music
industry?
What she needs are more creative ways to
use her resources in promoting her works, and perhaps understanding
that she isn’t too far from the upcoming artistes who she is ‘giving
back to’. Her primary focus should be the next level of achievement and
how to hit there with as much work and push that she can generate. Only
then can she truly assume the role of a star, and everyone can believe
it too.
And this is a lesson to every other
person. Work, move, grow, adapt and work some more. Let the content
first speak for you, make you grow, and be the foundation of your every
endeavor.
Work, work, work.
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