Showbiz
What’s Behind Nigeria’s Love of Local Music?
Music is an integral part of Nigerian life and there’s no doubt that Nigerians love music — whether it’s local or international. But in recent times Nigerians have consistently demonstrated their love for local artists, with many of these musicians outranking their foreign counterparts in the West, including those who are the biggest names in entertainment.
This is borne out by data from Spotify Wrapped — their annual round-up of the top artists, albums, songs and playlists of the year as streamed by users on the platform from around the world.
That love of local can even go down to city level, as proven by the fact that Lagos native Wizkid was the most streamed artist in Nigeria’s biggest city this year. And what other country on the planet would celebrate its cities’ notorious traffic jams with a four hour-long playlist primarily comprising local artists?
Given that the music and entertainment industry is set to generate around $8-billion for the economy this year, it’s a phenomenon that should undoubtedly be celebrated and encouraged.
But what drives this passion? Music from Naija (as Nigerians lovingly refer to their country) is going places and gaining worldwide popularity. This is thanks to a new wave of Nigerian artists who are creating innovative music and drawing interest from beyond the region’s borders by showcasing the vitality of the local music industry.
Afrobeats, the heavy-beat, electronic music from Nigeria, has become pop music gaining a global fan base and establishing a path to worldwide domination. Thanks to the Afrobeats’ growing popularity, renowned artists like Snoop Dogg, Drake and Ed Sheeran have collaborated with Nigerian artists, bringing them worldwide attention.
This is a point of pride for Nigerians and could provide a clue as to why they prefer local artists and music, whether they’re listening in nightclubs, at weddings or music festivals, or just through street DJs.
In Spotify’s recently released Wrapped data, Nigerian artists singing and rapping in the Afropop genre dominated the local music scene, with artists like WizKid, Burna Boy, DaVido, and Olamide topping the list of five most-streamed artists. International singer Drake is the only foreign hitmaker in the top five list.
The fact that these artists’ songs tend to revolve around love, wealth, partying, and some of society’s vices — like online fraud — all things which Nigerians deal with on a daily basis may provide some context as to why they resonate more than songs by foreign artists. .
It’s not just the latest club bangers driving Nigeria’s love of local music either. They’re also streaming local albums much more regularly than their international counterparts. Of the top 10 albums streamed by Nigerian Spotify listeners, seven were local. WizKid’s rave of the moment album Made in Lagos topped the chart, beating international artist Justin Bieber’s Justice.
Interestingly, the Wrapped data shows that Nigerians also enjoyed their local music to make the most of the time they spend in traffic. On the top five car data charts, homegrown talents and music dominated the list with LADIPOE’s Feeling topping the chart, followed by Essence, Wizkid featuring Tems, and Bounce by Ruger. Lojay’s Monalisa and DaVido’s Ke Star Remix ranked fourth and fifth respectively.
The Wrapped data shows that the love of Nigerian music cuts across age groups too. Even Gen Zs, who’ve grown up with easy access to international artists, show a strong preference for local performers. Top on the list of these artists and songs are Gbese by Yung Felix and Positivv, Feeling by LADIPOE and Bounce by Ruger.
Across the African continent, other data from Wrapped shows that Nigerian artists also ranked among the top 40 artists in sub-Saharan African countries like Ghana, Kenya, Tanzania and Uganda.
By Adedapo Adesanya
Popular Nigerian singer, Niniola Apata, professionally known as Niniola, has revealed that becoming a young widow has been one of the most difficult experiences of her life, reflecting on the demise of her heartthrob, Mr Michael Ndika.
In an emotional message on X on Sunday, marking two months since his sudden and unexpected death, the music star disclosed that she initially intended to record a video message but found herself unable to get through it because of the overwhelming emotions.
“Today makes it two months since my husband, business manager and best friend, Michael, was very suddenly and unexpectedly taken from me and truly, from us,” she wrote.
Niniola admitted that although she lost her father at a young age, nothing had prepared her for the reality of widowhood. She described the grieving process as “hard” and “exceedingly difficult,” saying some days are manageable while others are “painfully indescribable.”
The singer spoke candidly about the unanswered questions and unfinished conversations left behind, adding that she has struggled to find the words to express the depth of her emotions.
Despite her grief, Niniola said her faith has remained her anchor, noting that God continues to reassure her of His presence even during moments of doubt.
She also expressed profound appreciation to family, friends, fans, colleagues, media organisations and well-wishers for their prayers, messages and unwavering support since Michael’s passing.
“I want to express my deepest gratitude to you all for your outpouring of love, your kind words, prayers, thoughtful messages and posts. I do not know how I will ever repay each and every one of you, but please know that I am truly and sincerely grateful,” she wrote.
Before his death, Mr Ndika was the chief executive of a multimedia platform focused on Afro-house and contemporary African music known as NaijaReview.
Niniola is the older sibling of another famous entertainer, Teni.
Africa’s biggest reality television show, Big Brother Naija, returns for its highly anticipated Season 11 on Sunday, 26 July 2026 on DStv and GOtv.
The launch show will air from 7 pm on Africa Magic Showcase and Africa Magic Family channels, with the 24-hour show on DStv channel 198 and GOtv channel 49. BBNaija fans can also watch the show live via DStv and GOtv Stream.
This season’s winner will walk away with a record ₦160 million grand prize, which includes a cash sum of N100 million and a brand-new SUV. The prize is the highest in the show’s history, raising the stakes for what is expected to be another landmark season.
Speaking on the new season, Atinuke Babatunde, Executive Head, Content and Channels, West Africa, MultiChoice, said:
“Big Brother Naija has consistently redefined entertainment in Africa by bringing together authentic storytelling, compelling personalities and moments that resonate with millions of viewers. Season 11 builds on that legacy with even bigger stakes, fresh twists and an exciting mix of housemates that will keep audiences engaged from premiere night through to the finale”.
The new season also ushers in an exciting lineup of brand partners, with betPawa, the home of Africa’s biggest winners, joining the Big Brother Naija family as the Headline Sponsor.
Commenting on the partnership, Borah Omary Ndanyungu, Head of Local Marketing & CSR, betPawa, said: “At betPawa, we believe in creating unforgettable experiences that bring people together through the things they are passionate about. Big Brother Naija is one of Africa’s most celebrated entertainment properties, and we are proud to come on board as Headline Sponsor for Season 11. We look forward to rewarding fans, deepening engagement throughout the season and delivering exciting experiences that complement the energy and excitement of the show.”
Guinness returns as the Gold Sponsor, while Minimie comes on board as an Associate Sponsor, reinforcing continued confidence from leading brands in one of Africa’s most influential entertainment platforms.
On the season’s partnerships, Babatunde commented: “We are delighted to welcome betPawa as our Headline Sponsor alongside Guinness and Minimie, whose partnership reflects the enduring value and impact of the Big Brother Naija platform.”
Since its return in 2017, Big Brother Naija has evolved beyond a reality TV show into a cultural phenomenon, creating household names, creating jobs across the creative economy, and shaping popular culture.
With Ebuka Obi-Uchendu returning as the show’s host, viewers can expect a season filled with unexpected twists, dynamic tasks, strategic gameplay, entertaining challenges and the authentic interactions that have made Big Brother Naija one of Africa’s most-watched reality TV show franchises.
Season 11 premieres on Sunday, 26 July 2026, with viewers able to follow every moment of the action throughout the season on DStv, GOtv, DStv Stream and GOtv Stream. Eligible subscribers can vote through the MyDStv and MyGOtv self-service apps, upgrade their packages for additional voting benefits, and enjoy uninterrupted access throughout the season by subscribing or renewing for multiple months.
By Modupe Gbadeyanka
The first dedicated talent management training institution in Nigeria, TGM Academy, is set to commence operations in September 2026.
This institution is the brainchild of one of Nigeria’s leading public relations and strategic communications agencies, That Good Media (TGM).
The firm has expertise in talent management, influencer sourcing, personal branding, media relations and reputation management.
According to a statement from the company, TGM Academy will equip aspiring and practising talent managers with the knowledge, skills and industry exposure required to support the growth of Nigeria’s rapidly expanding creative economy.
The academy was established to professionalise talent management as a viable career path while developing a new generation of globally competitive managers capable of strengthening Nigeria’s creative ecosystem.
While talent management has become increasingly important in helping creatives access international opportunities, build sustainable careers and create long-term
commercial value, the profession has lacked structured education, recognised standards and dedicated capacity-building platforms.
Ahead of the launch in about two months, TGM is organising a Talent Management Leadership Roundtable on Tuesday, July 28, 2026, at the Abora Suites of Eko Hotel and Suites, Lagos, in partnership with the Lagos State Ministry of Tourism, Arts and Culture, the French Consulate, and Megowa, a digital platform connecting Nollywood talent with industry opportunities, training and resources across the African creative landscape.
Expected at the event are senior talent managers, entertainment executives, brand leaders, diplomats, cultural institutions, media executives, creatives and key decision makers whose work is shaping the future of Nigeria’s creative economy.
The roundtable themed Talent Management as Critical Infrastructure for Cultural Exchange and the Creative Economy will examine the evolving role of
talent management as a strategic enabler of commercial growth, international collaboration and cultural exchange.
It will create a platform for honest conversations around the future of talent management and its role in driving the creative economy, as participants will explore how professional management contributes to the long-term success of creatives, what brands expect before entering partnerships, how managers can build trusted relationships with corporate organisations, and how diplomatic missions and international cultural institutions engage with the creative sector through cultural exchange programmes, festivals and international collaborations.
The discussions will also examine the structures, competencies and ethical standards required for Nigerian talent managers to compete successfully within global markets, with insights generated during the roundtable to directly inform the curriculum, partnerships and learning framework of TGM Academy ahead of its official launch.
