The Crucial Role of Music Pluggers in the Nigerian Music Industry

Music promotion is a pivotal role in the Nigerian music industry, notably recognized through the impactful work of music pluggers. Also known as song pluggers or promotion executives, these professionals are instrumental in the promotion and success of artists and their music. They act as intermediaries between artists, record labels, and various media outlets, ensuring that new music gains the necessary exposure.  

Music pluggers are crucial in promoting new and emerging artists. By leveraging their extensive network of contacts within radio stations, TV channels, and online platforms, they ensure that new music reaches a wide audience. Their strong relationships with key figures in the media industry allow them to secure prime spots for the artists they represent, including airplay on popular radio stations, features on major TV programs, and placements on influential music blogs and streaming playlists.  

With a deep understanding of the Nigerian music market, music pluggers provide valuable insights to artists and record labels. They help tailor promotional strategies to suit the preferences and trends of the local audience, increasing the likelihood of commercial success. Notable music pluggers in the Nigerian music industry include Damilola Dapper, Bizzle Osikoya, Olaitan Salaudeen, Sunday Are, and Bolaji Kareem. These professionals excel in managing comprehensive music promotion campaigns, coordinating various promotional activities from the initial release strategy to sustained media presence, ensuring continued momentum for the artists’ releases.  

Olaitan Salaudeen, known as YBNL Music Plugger, is highly respected within the Nigerian music industry for his dedication and effectiveness. His ability to consistently deliver results has made him a sought-after professional for both new and established artists such as Olamide, Reminisce, Fireboy DML, 9ice, Adekunle Gold, Lil Kesh, Asake, Korede Bello, and Portable. Many tracks promoted by Olaitan, including “Lonely at the Top,” “Wo,” “Living Thing,” “Godwin,” “Ariwoko,” “Peru,” “Shoki,” and “Zazu Zeh,” have achieved significant success, topping charts, winning awards, and gaining widespread recognition. This success highlights his skills and contributions to the industry.  

While music pluggers often work behind the scenes, their exceptional work has not gone unnoticed. They have been recognized with several industry awards and honors that celebrate their contributions to the success of Nigerian artists, including wins at the Grammy Awards, BET Awards, and Headies Awards.

Musical Video: Asake - 2:30

YBNL/Empire Music recording artiste Asake continues to soar to new heights with the release of the long awaited single for his latest snippet, “2:30”   

After emerging into the music scene in 2021 with his breakout single “Omo Ope” Featuring Olamide the rising star got his first taste of fame after gaining radio and television airplay.  

The song has an amapiano feel but also has a contemporary feel to it with an upbeat tempo and upbeat songs are always good for the Spring/Summer. Plugged by Sheriff Salaudeen for YBNL.

Today the afrobeat singer releases his new single “2:30” with an accompanying music video. 

Musical Video: Asake - Yoga

ASAKE RELEASES NEW SINGLE “YOGA” INSPIRED BY JASON HEERAH.   

Asake, The renowned afrobeat singer/songwriter, has released his new single "Yoga" today on 30th January 2023 through YBNL Nation and Empire. The song reflects a classic island sound with its distinctive arrangements, harmonies and melodies. According to Asake, the inspiration behind "Yoga" came from Jason Heerah's early musical recordings.  

“Now, it was a challenge because me and Magicsticks had to make sure that sonically it wouldn’t sound too retro,”Asake tells Sheriff Salaudeen (MuchMusic LessTalk). “Writing the record was easy but producing it to make it fit was tough. It was worth it in the end“. The song is layered with harmonious silky background vocals- synonymous with Asake’ unique sound as he sings effortlessly, passionately, and with confidence. 

   Asake's musical prowess has established him as a leading figure in the industry. He is making waves with his label, YBNL Nation, as his album "Mr Money With The Vibe" has secured a top 10 spot on the Billboard Airplay Chart. The album has set a record for the longest-running No. 1 streaming album on Audiomack and Boomplay.  

Asake has more than 100 million streams across platforms. He has made an amazing impact and garnered recognition for his work, picking up nominations at the Afrima Awards, MVP etc. The visual was shot in Senegal by T G Omori.  

Take a listen to Asake‘ next #1 hit “Yoga” below, and let us know what you think. Available now on all digital streaming platforms.

EP: SENTH OF HER

 

YBNL signee, Senth (Felix Nwokedi Earnest), is shaking up the R&B scene with his new EP, “Senth Of Her”. He recently dropped his debut single  “Dagger,” the young hitmaker is pulling out all the stops for his new project. The new EP features 5 tracks, making it clear the rising star has what it takes to shine. 

Sonically, Senth is right in line with his contemporaries, but he carves out his own lane by adding a WAYYY SUCCY vibe to each track. Vocally, Senth is gifted with an impressive range, tone, and versatility that is on full display on the EP. However, his biggest strength as an artiste is arguably his pen game. His unique voice as a songwriter is a delicate balance between sentimental and street.   

“Senth of her” has songs that are sweet enough to have girls going crazy (“So Fine,” “So Sweet”), but beats hard enough for dudes to bump as well (“Don’t Care,” “Senthololo”). This EP is sure to be in constant rotation this December. Senth is definitely one to watch in 2023. Plugged by Sheriff Salaudeen for YBNL/MMLT.   

Must Listen: “Dagger,” “No Sweet,” “Senthololo”.  SENTH OF HER

Musical Video: Asake - Organise

 

YBNL RECORDING ATISTE” ASAKE” NEW MUSIC VIDEO FOR “ORGANISE” FROM “MMWTV” ALBUM.

Chart-topping singer-songwriter, Asake shares an exclusive premiere of new visuals to his hit single “Organise” from MMWTV album with MuchMusic LessTalk.   

It’s been all eyes on Asake since the YBNL Recording artiste released the MMWTV debut album. The video comes after the release of his single “Joha”, which has been on top chart worldwide.    

In a recent Instagram social media post, most people are using songs from Asake album for their post and that shows how his fans are really enjoying his music.    

Check out the video for “Organise” by Asake below directed by T G Omori, Plugged by Sheriff Salaudeen.  And take listen to his latest Album “MMWIV” below.  

Video: YBNL Presents SENTH - DAGGER

 

With an appealing name and undeniable swagger, emerging recording artiste Senth aims to make himself a standout act in today’s new afrobeat landscape with the release of the inviting new single, intriguingly-titled DAGGER, out now, via YBNL Nation/Empire.  

The YBNL latest signee Senth (Ernest Nwokedi Felix) release is eager to separate himself from the rest of the new school with unique sound and rhythm. The beat is really smooth, as well as his vocals, the track is not fast, but good enough to bob your head or fill to the beat.  

Listen to “DAGGER,” and the accompanying video by Senth, directed by T G Omori, plugged by Sheriff Salaudeen (Music Plugger) and self produced by Senth below, and “DAGGER,” is available on all streaming platforms.  

Listen & Stream: DAGGER

Sneth  

Senth (Ernest Nwokedi Felix) brings a fresh yet classic sound to the industry, authentically. Hailing from Minna, Niger State. The latest YBNL Signee is the next big thing coming out of Nigeria music. Senth is an all-around musical talent and vocal powerhouse.  His impact on the industry is being noticed by YBNL boss Olamide Adedeji aka Baddo, which makes Olamide add him to the YBNL family.

Musical Video: Portable - Azaman

 

After releasing the track in September, Portable comes right back with the video for his 2T-produced single “Azaman”   

With a growing fan base building weekly, rising controversy artiste Portable drops the music video for his club song “Azaman.” Plugged by Sheriff Salaudeen for MuchMusic LessTalk!.    

Currently on a Europe tour, the visual-directed by Junior Ratchel, which was shot at Paris, France.  

Check out the video below.