Entertainment

By Prosper Mene

In the vibrant yet cutthroat world of Nigerian music, where Afrobeats dominates global charts and stars like Burna Boy, Wizkid, and Rema shine brightly, the path for upcoming artists remains littered with obstacles. Reehaa, the young talent born Ajala Rihanat from Surulere, Lagos, signed to Plutomania Records, is one of the fresh voices blending soul, rhythm, and Afrobeat. In this exclusive feature, she opens up about the realities behind the glitz—talent alone is rarely enough.

From Surulere Streets to Studio Hustle

Reehaa’s journey began in the vibrant neighbourhoods of Lagos, where music pulses through everyday life. At a young age, she showcased promise with releases like her EP Vibes for the Soul and tracks such as “Sati Ramoni.” Yet, success has not come without scars.

“The biggest struggle is visibility in a saturated market,” Reehaa shares. “There are thousands of talented artists dropping music every week. You need more than good songs—you need money for promotion, videos, and PR. Many upcoming artists pour their savings or family support into a single, only for it to get lost in the noise.”

Financial Pressures and Streaming Realities

Nigeria’s music scene has exploded globally, with Nigerian artists generating massive streams on platforms like Spotify. However, the payouts tell a different story for independents and up-and-comings. Low streaming royalties, combined with high production costs, make it tough to break even.

“People see millions of streams and think you’re rich,” Reehaa explains. “But the reality is different. Piracy is still rampant, people download your music for free or rip it from YouTube. Rights collection is inefficient, and as an upcoming artist, you fight for every naira. You invest in quality mixing, mastering, videos, and push on social media, but recouping that takes time, if at all.”

She highlights another layer: the pressure to maintain consistency. “You can’t drop one song and vanish. Fans and algorithms demand constant content. But creating that while handling daily life in Lagos—power outages, studio bookings, transport—is exhausting.”

Gatekeepers and Exploitation Risks

The industry’s informal structures add another hurdle. Upcoming artists often navigate “gatekeepers”—influential figures in radio, playlists, and promotions—who expect payments for airplay or features.

“Connections matter a lot,” Reehaa notes candidly. “Without strong management or a label backing, it’s hard to get on major playlists or radio. Some artists sign bad deals out of desperation, giving away too much of their masters or royalties. I’m grateful for my label, but I’ve seen friends lose momentum because of exploitative contracts or lack of proper legal advice.”

She emphasizes education: “Know your rights. Understand publishing, copyrights, and splits before signing anything. Many talented people get burned because they focus only on the music, not the business.”

Infrastructure and Daily Grind

Beyond the creative side, basic challenges persist. Unreliable power, expensive studios, and logistical issues for shows compound the struggle. “Shooting a video or rehearsing can turn into a whole-day battle because of traffic, NEPA [power issues], or last-minute changes,” she says.

Economic factors like inflation raise the cost of everything from beats to marketing, while many fans in non-urban areas still rely on radio or pirated copies rather than paid streaming.

Resilience, Patience, and the Way Forward

Despite the hurdles, Reehaa remains optimistic. “The industry is growing. Independents are doing better, and global interest in our sound opens doors. But you need patience, thick skin, and multiple income streams—maybe skits, brand deals, or live performances.”

Her advice to fellow upcoming artists: Build genuine connections with fans, stay consistent, invest in yourself wisely, and treat music like a business. “Don’t rush to ‘blow.’ Focus on building a solid foundation and your unique voice. The journey is tough, but the culture we’re creating is powerful.”

Reehaa’s story mirrors that of many rising talents—full of passion, creativity, and unyielding hustle. As Nigeria’s music export continues to boom, addressing systemic issues like fair royalties, piracy enforcement, and support for independents will determine how many more stars like her can truly thrive. For now, artists like Reehaa keep pushing, proving that while the struggle is real, so is the dream.