In the ever-evolving world of music, talent alone is no longer enough to break through the noise. While many up-and-coming artistes dream of hitting the big time, a concerning trend is emerging — investing in lifestyle over legacy. It’s become increasingly common to see promising acts pour their money into luxurious apartments, flashy fashion, and popping bottles at the club, while neglecting a key pillar of success: music marketing.
In a candid conversation with the founder of Spicy Model, Mitchelle Uzorka, she recalls a particular experience with an artiste who could comfortably drop heavy sums on Luxurious apartments and nightlife but wouldn’t spare a fraction of that amount to fund a professional shoot for his music release.
“It’s becoming a norm in the industry and it has to stop,” she says. “I wonder what could be the reason for such behavioral patterns among upcoming artistes. Is it because the music hasn’t started generating income yet? Is it a lack of industry knowledge? Or is it the absence of a team that truly believes in their music and can advise them properly?”
The concerns she raises are valid and urgent. It’s a pattern that highlights a deeper issue, a lack of education around the music business and a fear of being scammed by marketers. Many artistes worry that if they invest money in marketing, the marketer might not deliver. While this is a legitimate concern, it shouldn’t be an excuse to completely avoid marketing altogether. Instead, artistes should focus on working with reputable professionals and building a trustworthy team.
The Truth About Making Money From Music
A lot of artistes hope their songs will go viral without proper promotion. But the hard truth is: to make money from music, you need to spend money on music. Streams don’t grow overnight, and visibility doesn’t happen magically. Even global superstars invest heavily in marketing their music to reach millions. Why should you be any different?
There are several proven ways artistes can generate income from their music, including:
- Royalties from digital streaming platforms
- Merchandise sales (T-shirts, caps, branded items).
- Ambassadorial and endorsement deals.
- Hosting or performing at live shows.
- Sync deals (licensing music for film, games, ads, etc.).
- Paid performance gigs.
But none of these income streams become possible without visibility and visibility is exactly what good marketing provides.
Education and Teamwork: The Game-Changers
If you’re serious about your craft, then you must take time to educate yourself on how the music business works. Institutions like the Music Business Academy for Africa, Sarz Academy, and M.A.E Internship Program are excellent places to start. These programs are designed to help artistes understand the business side of music — from distribution to rights management and branding.
Also, no artiste makes it alone. Building a team — manager, PR, producer, marketer — who believes in your vision is crucial. These are the people who will help you make the right decisions and hold you accountable when you’re tempted to blow your budget on non-essentials.
Final Thoughts
The music industry is a fast-paced, ever-changing ecosystem. If you’re not actively investing in your growth, you’re already falling behind. Marketing isn’t just a good-to-have — it’s essential. No matter how talented you are, no one will hear your music if it’s not strategically pushed out into the world.
As an artiste on the rise, take charge of your career. Put in the work. Learn the ropes. Build a team. And most importantly, invest in your music — because if you won’t, who will?
You can’t just sit back and expect your streams to blow up overnight. Even the “Big 4” — Wizkid, Davido, Burna Boy, and Rema — still invest heavily in marketing to ensure global impact.
So, the message is clear: Don’t just act like a star. Build like one.
