Lasun Alagbe
Artistes, especially up-and-coming ones, have a lot to learn from the experience of Lagos-based act, Waje, concerning her experience on the business side of music.
She says talent alone cannot lift any creative, noting the difference between a product and the market.
Speaking at Funke Akindele’s masterclass, Waje explained: “When I started as a musician, I absolutely thought my voice was enough, but experience taught me that there were many other things I had to equip myself with. In the music business, your music is your product, and your audience is your market. Without a clear business approach, you could be leaving money and opportunities on the table.
“The world has changed, and so has the way people consume music. As an artist, it’s not enough to rely solely on raw talent—you must also understand and engage with the business side of things. You are your brand, so how are you cultivating that to ensure you’re earning money?
“You have to start making sure that you’re crossing your T’s and dotting your I’s with your brand and the people who form your audience.
“As great as music is, how sustainable is it? Be smart enough to know that as you’re being creative, you’re also a smart creative—investing in other fields”.
