Plugging is still a vibrant niche for entrepreneurs, relatively unscathed by the upheaval that has affected the rest of the music industry. This pivotal role in popular music goes back to the early days of radio in the 1990s, when CD were feted acts. Downloading became the norm with the coming of the digital age. This was followed soon after by streaming, which has since become the chief way to consume music. Since then, the CD has consistently been in decline.
Today it is a key strand in the promotional tactics used by record labels to drive a hit song. Digital teams target social media and street teams pound the pavements. Online and print press offices deal with websites and publications. All plugs acts in the wider sense. But in the music industry the term refers to those who lobby for radio and television airtime.
“At the start of an artist’s career it can just be ‘spot plays’, which are like one-off plays on specialist DJ shows, Sheriff Olaitan Salaudeen explains. “But as you build an artiste’s career it becomes more strategic. You’re building towards playlist support and playlist rotation increase, trying to get from a C-list song to an A-list.”
Sheriff Salaudeen (Music Plugger) of MuchMusic LessTalk Promotion Plugged In, which was set up in 2010, focuses on Nigeria national radio & Television. Clients range from Olamide, Fireboy DML, Portable, Reminisce. Among its current campaigns is up-and-coming singer Asake, who is trying to crack the Nigeria market with his singles “Omo Ope” and Sungba. Today, Sheriff Salaudeen (Music Plugger) has ensured he has been playlisted by Radio and Television stations, which almost automatically guarantees a chart placing on all DSP.
He came to the industry through work experience at Continental Broadcasting Service, the owner of TVC and Radio Continental than while studying Mass Communication in Lagos State Polytechnic. Throughout this time, the human element, music creators, producers, publishers, and consumers also underwent much change. In the middle of it all, the role of song plugging ebbed and flowed with the changing dynamics.
SUNGBA REMIX MUSIC VIDEO PREMIERE FEATURING BURNA BOY.
This is what we’ve been waiting for, “Sungba Remix” music video featuring grammy award winning Burna Boy is out today. The duo complements each other and blend perfectly throughout to produce a matrix of sound that is banging.
Last month we were delightfully introduced to rising newcomer Asake (YBNL Signee), with the viral release of his song “Omo Ope” featuring Olamide. The addictive slow burner was a highlight on a nationwide playlist, which gave birth to the release of his EP “Ololade Asake”.
Sungba Remix video is aesthetically pleasing, directed by T G Omori for Ybnl Nation and Plugged by Sheriff Salaudeen for MMLT. Sungba is the number song on apple music and other digital platforms at the moment.
Check out “Sungba Remix” video, single available on all streaming platforms.
WORLD PREMIERE: DSP CHART-TOPPING ASAKE RELEASES MUSIC VIDEO – “SUNGBA”
YBNL Nation exclusive world premiere of Asake’s new music video for his single “Sungba” off of his debut EP, “Ololade Asake.” Straight off his celebrated milestone of landing the number song in Nigeria Apple Music and Spotify for “Omo Ope,” from that EP, Asake is one of the artistes that we’ve got our eyes and ears on.
“Sungba” , which was written by Asake, is such a good catchy tune and club banger. The video raises our fondness for the song, because it instantly will have you wanting to do your favorite two-step moves and it is directed by T G Omori.
When discussing the single with Sheriff Salaudeen (Alhajisneh), the Lagosian singer/songwriter said ” I just wanted to create something that was very different from my other records and I just wanted to have some fun with this single.” Asake added, “hopefully my fans enjoy hearing ‘Sungba’ and love it as much as I do and it is my favourite in the EP.”
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2022 has been huge for the chart-topping singer/songwriter Olamide.. First, the Zazoo Zeh, then Somebody and Omo Ope, now, he prepares for his last album release led by the huge collaboration single with Wande Coal, titled “Hate Me.” Now, the single is accompanied by the anticipated music video, shown below.
Directed by T G Omori, produced by P Prime and Plugged by Sheriff Salaudeen (Alhajisneh) for MMLT.
Share & Stream: HATE ME
JAYBOI (Ayeni Olajuwon Sunday), new YBNL signee, caught national attention 3 year when he freestyle for Olamide at IBD hotel in Abeokuta, he also featured in Olamide 999 album and became a trending topic on Twitter. The Kwara state native has a raw and honest talent, one that he inherited from his legendary boss Olamide, but one that can carry the legacy on into the new generation.
Jayboi released his debut single “Yeobayae” featuring Olamide today 4th of February 2022 with accomplish visual to the delight of fans worldwide, and it seems to be just the beginning of the road for him. Plugged by Sheriff Salaudeen (Alhajisneh) for MuchMusic LessTalk!
Jayboi is a new name to many, but he has already amassed a strong following of supporters and fans. As many new artistes today, Jayboi first found success behind the scenes, through freestyle.
