Скачать или смотреть Lanre Masha on Global Deals, Artist Breakouts & Afrobeats Money | Afrobeats Intelligence

Subscribe To Okayafrica:    / @okayafrica  
DONAWAON on Betting on Tems :    • Donawon: Betting on Tems, Nigerian Spotify...  
“You need about 9 streams in Nigeria to get one outside.”
In this insightful episode of Afrobeats Intelligence Podcast, host Joey Akan sits down with Lanre Marsha, Director of West Africa for The Orchard, a global music distribution powerhouse. Lanre pulls back the curtain on the Nigerian music industry, offering a masterclass on navigating its challenges and opportunities with integrity and strategy.

Timestamps:
00:00 — Authenticity in a Viral World: Staying true to yourself in the age of TikTok, stream farms & short-form music marketing
08:45 — Success Without Selling Out: How Afrobeats artists in the diaspora can build global careers while keeping their core identity
08:45–10:23 — The #1 Thing Every Emerging Artist Needs To Know
12:05 — Missed Deals & Harsh Realities: Why signing rising Nigerian artists like Llona was too expensive for international markets
15:34 — Stream Farming in Nigeria: How artificial plays hurt real artists & delay Afrobeats' global growth
22:05 — The Secret to Artist Longevity: Why strong teams are more important to music artist success than viral hits
24:45 — The Harsh Truth About Record Deals: Most Nigerian artists don’t earn $10K per year from streaming
33:12 — Red Flags in Artist Contracts: What creators and their teams keep missing
34:45 — Why Nigerian Streaming Metrics Lag Behind US/UK Charts: Understanding local vs. international DSP behavior
36:37 — Afrobeats is the Best Bet: Why global investors and labels are looking at Lagos, Accra, and Joburg
42:30 — Artistry vs. Hype: How Afrobeats can stay sustainable beyond TikTok trends and quick hits
52:25 — Supporting the Culture With Integrity: Lanre’s vision for ethical artist development across Africa and its diaspora


Tags: Afrobeats in London, Afrobeats in Toronto, Afrobeats in Houston, Lagos music business, Sony Africa, RCA Records Africa, managing Wizkid, Burna Boy marketing, Burna Boy RCA, Burna Boy Atlantic, how playlists work on Spotify, Spotify editorial playlist Africa, Apple Music Afrobeats playlist, breaking into UK Afrobeats, Afrobeats Toronto parties, London Afrobeats DJ, Wizkid Lagos London, music industry behind the scenes, playlist algorithm strategy, how to get playlisted on Spotify, Afrobeats playlist UK, Spotify Canada Afrobeats, Nigeria to the world, music industry Lagos, African music crossover hits, future of African music, Burna Boy success story, Wizkid story, RCA Wizkid, how Nigerian artists blow, Sony Wizkid deal, RCA Burna Boy