Nigerian artistes should invent another stunt. Deleting Instagram photos no longer fools anybody

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Iyanya and his new label boss Don Jazzy are not new to this stunt.

The main criticism of most Nigerian artistes is that they’re not creative with their music. If it’s not the ‘Iyeh-yeh-yeh’ gibberish, then it’s the out rightly lazy lyrics. Shey all of you saw as Wizzy was reciting nursery rhymes in Daddy Yo?

It seems like the lack of creativity has extended to their stunt of deleting all photos on their Instagram page. Once an artiste does that, you can be sure that it’s in preparation for the release of a new song. Few hours ago, Mavins act Iyanya clicked ‘delete all photos’ on his Instagram settings. He’s not the first to do so but hopefully he would be the last. Because that trick is tired and boring.

When artistes make a show of removing all of their photos from social media, it used to shock their fans. Like ‘What’s going on? Is he fighting with his record label?‘. Few days later, the artiste in question then emerges from hibernation and then splashes the artwork for whatever track they’re trying to promote and all is well again.

There’s a long list of artistes who have deployed this type of stunt: MI Abaga, Tekno, Don Jazzy, Chidinma, Skales and so many others have tried it on different occasions.

A screenshot of Don Jazzy’s page when he deleted all his Instagram photos.

However the time has come for them to invent another type of promotional stunt. This one is spent already. We know that it’s for a forthcoming project. The industry is far too advanced for this type of unsophisticated attempt. A more precise term would be bullshit.

There are better ways to create a buzz. For example, when Adele was pushing her last album 25, she and the BBC created a stunt where she was disguised and competed in an Adele lookalike competition. As of now, the video has been seen on YouTube more than 55 million times. 55 MILLION! By the way, the Hello single sold over 1 million copies in the first week of release.

Our music industry has evolved and the world is now paying serious attention to us. It’s not enough to sign bogus international record and management deals. The way we carry out the music business too must evolve.

While we’re at it, Iyanya should drop his next single under Mavin and let us hear word.

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