Well. Look at Humblesmith. Just look at the
news circulating the media today that the
‘Osinachi’ singer is hugging millions of good
naira due to his ‘fan base’ and ‘influence’. An
instant noodle brand, ‘Tummy Tummy’, has
signed a deal with him to amplify their
presence, and market their product to his
“We decided to sign Humble Smith as our
brand ambassador because Humblesmith best
represent and understand what the Tummy-
Tummy brand stands for, he has the qualities,
capacity and potential to take the Tummy-
Tummy brand to the next level” Said, the
general manager, Tummy-Tummy Foods
Industry, Mr Chijioke Anumoka.
All of this for a man who has only one single,
its remix, and a struggling song with Flavour.
Humblesmith is a millionaire today because
his one single.
So you see, struggling artistes, it takes one
single to be a star. This is not a new trend,
neither is it novel in the industry. In 2013,
After Sean Tizzle had his time in the sun, with
‘Shoo Le’ aligning his stars, he was given a
Breezer deal. Kudos to him, he worked his
magic, dropped a discography of hits, and rode
into the sunset, clutching his bag of gold, and
never to be seen again. Burna Boy was also on
a similar level, conquering the market with
‘Like to party’, before taking his game to the
next level with the release of “L.I.F.E”. Burna
was snapped up by glow, and has justified his
In 2014, the standard was raised, with Mavin
Records introducing a version 2.0, led by the
Jheri-curled Korede Bello, the jovial and
engaging Di’Ja, and the bundle of talent,
Reekado Banks. Although via synergy, they
dropped hit tracks such as ‘Dorobucci’, and
‘Adaobi’, they had very few hit songs. Di’ja had
her ‘Aww’ special. Korede Bello blew open the
nation with ‘Godwin’. Reekado Banks had ‘Chop
Am’ and ‘Katapot’. The Mavin PR engine did
their work well, and hard, throwing them in
people’s faces, and giving Nigerians no chance
but to fall in love.
2015 had Kiss Daniel and Ycee making their
way through. Kiss Daniel for ‘Woju’, and Laye.
While the former has no deal, Ycee has been
adored for ‘Jagaban’ and ‘Omo Alhaji’. He’s the
ambassador for hair product, KUI, and also
signed a deal with telecoms company
Samsson, as an ambassador for their proposed
Celebrity Hangout, set to kick off this year.
For 2016, it’s Humblesmith. Humblesmith.
Just Humblesmith with his ‘Osinachi’ singles.
Moral of the story here remains that all you
need to make it in the Nigerian music scene, is
a single. Most preferable if you feature a big
name. Humblesmith’s second single ‘Jukwese’
featuring Flavour is on radio right now, as he
attempts to prove that he is more than a one-
trick pony. But that pony has a big deal now,
and it’s a lesson to others.
The Nigerian music industry is fractured, with
everything done for the now. Long-term
projects are a rarity these days, and viral
growth, instead of the organic and lasting one,
is chased now. The brands too are adapting,
taking on the hottest acts for the moment, and
dumping them for the others.
The music industry for emerging acts right
now, and for a long time past, is a field where
they need just a single, to launch into a