And in determining such perfect time,a lot of considerations are weighed.From the most common-the buzz or release schedule of bigger acts to the most curious like weather season of the year.
Knowing when to do what is just as key in these times as having the talent itself.Yemi Alade's Oh My Gosh remix with Rick Ross came 4 months prior to her Woman Of Steel album and had everyone's attention.The video of her Shekere song with Angelique Kidjo released just last month is boosting her stock right now but if she had released it right after the song with Rick Ross as a pre-album video,it would have done her body of work a whole lot of good instead of just the artiste as it is currently doing.Be that as it may,not everyone is lucky enough to have a Shekere help out when the chips are down.
Below are 4 top nigerian artistes that badly need a hit.
WIZKID
Nigeria's most loved musician has always had a very loyal fan base that will hype even the worst of songs out of proportion on social media but the plain truth is that Wizzy's numerous misses are starting to take a toll on his career.He has not had a bonafide hit for quite some time and with the insane last 2 years Burna boy has had,he has lost the number one African music export tag.Wizkid's biggest undoing has to be releasing an unimpressive EP on the back of poorly accepted singles.If ever anyone was reluctant to jump into hasty conclusions as to the dire times Wizkid was facing,that EP cleared their doubts.
BURNA BOY
In an article i wrote on Burna boy years ago,i said he lacked the enchanting appeal of Wizkid and Davido and that unlike both who were guaranteed to still have fans around even when the music isn't good,Burna boy enjoys no such luxury.
His fan base stretches across that of every other artiste around.They may not love the man seperated from the music but they sure love the music.To put it another way,people who love Burna boy are fans of good music and once that is lacking,everyone is off.He has been criticized for his last 2 songs; Money Play and Odogwu with the case of the latter being particularly sad because it came right after Burna boy's twitter rant about being the best since Fela and Africa's music messiah.For a guy that most people were indifferent about outside the music,he stacked the odds against himself.
The award season is over and with the exception of maybe the headies which may have a slot or two for his African Giant album,he has to define his destiny going forward.Like we've seen happen with Wizkid when he was in the global spotlight,there will be a couple more international features and then it will start to go downhill if he can't get back to making songs like he used to.
NAIRA MARLEY
The Marlian movement caught fire when Naira Marley was neck deep in his travails with the EFCC and when he was released on bail,everything he touched turned to gold.He was no longer the artiste with just a hit song bigger than he was (Issa Goal).He had arguably the biggest song of 2019 in Soapy and also had the streets vibing to Mafo but then the demystification of Naira Marley started when he chose to drop an EP that wasn't well accepted.He has videos out for the 2 best tracks of that project in Tesumole & Tingasa featuring his signee,C-Black and if there is one thing i can say with all certainty,it is that each very much had the potential to continue Naira Marley's winning streak if released as a single.He is more involved these days with helping his Marlian Records artistes have a solid footing in the industry but then a waning artistic reputation isn't helping his cause.
NINIOLA
The Akpata sisters-Teni and Niniola are the closest contenders to Tiwa Savage's number one female artiste title and while Teni would escape being on this list on the back of the decent impact her Billionaire song has made despite both her debut EP and current single, Marry being heavy misses, Niniola hasn't come close to making appreciable impact since Designer featuring Sarz.
She was not only the hottest female artiste in the country when the This is Me album dropped in 2017,she wrote her name in gold for introducing the Nigerian audience to the afro-house music genre.
Last year she released Broda Sodiq and Omo Rapala; both great songs that didn't hit the expected heights and though some fans have always chosen to over look impact and focus on quality, her latest single with Femi Kuti titled Fantasy makes it practically impossible to under-play the Niniola situation.She needs to get as much love as she used to.Just a hit would heighten the frenzy round the Niniola name and ensure her good songs don't go to waste.
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