Sounding Off
A longing for recognition usually precedes a successful music career. It starts with finding a recording contract or striking out as an independent artist. Then the attention shifts to getting rave airplays, amassing streams, gaining followership on social media platforms or just going viral, topping music charts, securing critical reviews, going on tours and headlining prestigious music concerts. That long winding journey to stardom is similar yet different for many artists. While some musicians rise to mainstream popularity relatively early in their careers, others may join a band and stay there for a while and have to break free to become stars. As it is with most careers, music has its own fair share of late boomers.
But the focus here is on the young stars who embrace fame very quickly. They are at risk of dropping off quickly too. There is no known prescription for staying on top for a long time. However, looking at the successes of musicians with long career bandwidth like Cher, Tina Turner, Beyonce, Dolly Parton, Eminem and Lady Gaga and Angelique Kidjo, one may attribute the unwaning fame to good management, experimentation, hard work, commitment and personal discipline.
Angelique Kidjo
Photo credit: ©Fabrice Mabillot
Still, there are many stars who have demonstrated the same skills but they soon fell out of the spotlight and stayed relevant by touring or pursuing entrepreneurial skills or other interests. Artists like Snoop Doggy Dog, Lil Wayne, 50 Cent, Rihanna have attained the peak of their music careers but are still on top just because they are still recording music and pursuing interests while leveraging on their personal brands.
In Africa, we have parallels in artists like Pretty of the Junior and Pretty Fame, King Sunny Ade, Femi Kuti, TuBaba, Timaya, Timi Dakolo and a host of others whose name still resonate with the present generation even when their songs haven’t been on global music charts in a while. An artist like Angelique Kidjo is still securing elite performances, Grammys and music collaborations despite her several years in the game.
As artists advance to mainstream popularity, they should have counselling sessions that would prepare them mentally for fame and well, obscurity. Stardom is a tricky business especially given the fact that it rests heavily on likeability. One moment you are loved, the next you are being cyber-bullied for being misunderstood. Then again, some artists are not commercially-wired. They just want to do studio work, make sales and have a decent living. Meanwhile, the market response is so huge that it thrusts them right into the spotlight, blinded by camera flashes, fast life and loss of privacy. This explains- in part- the reason why some stars turn to drugs to numb the pain of the loss of their former life and identity, alongside friends and sanity.
A lot happens to the stars when they gain popularity. Generally, expectations become very high and as Gen-Zs say, billings are endless. If you are from a humble background, you’d instantly become the breadwinner of, not just the extended family, but the entire nation. If you are vocal, you will be called out to make commentaries on political situations. If you are silent, your music or show may be boycotted. You will be expected to go on tours and other publicity outings like leading talk shows and podcasts. You are dressed and groomed for all these. You have several thousands of unread messages and voice notes. You have to speak intelligently at interviews and you need to know how foreign media work. Once you have pushed your music career to Grammy level, there is no going back. You are expected to keep making hits and be in the public eye. Beyond music, you will be wooed by brands that leverage on your fame to reach more consumers.
Part of your music education is the phenomenon of one-hit wonder. While many try desperately not to be boxed into this category, they still remain living examples of the status.
Indeed, the moment music fame wanes, you are likely to be on a slippery floor. You can either brace it or give in. You will lose endorsement deals. When you fail to make hits, the recording contract may not be renewed. You are left to fend for yourself. When you don’t make enough ticket sales at concerts, your team will suffer. Some may go without salaries sometimes. It is very hard to imagine this at the peak of a successful music career.
You will need to be mentally strong to withstand the obscurity. You will enter the same rooms that bouncers used to scan before you enter and no one would recognise you- unless you are fortunate to have loyal fans who may ask for autographs. But don’t count on it, especially in Africa.
So, what options do artists have while they are at the peak of their music careers? Investment. Invest your money in fixed assets that would appreciate over time. Instead of buying the latest automobiles, you can buy houses in choice areas with greater second hand value.
Invest your wealth in people who have potential for growth. Invest your resources in plan B and C, which may be collaborative projects with fashion brands or music publishing firms. Be a voice for a humanitarian course so that you will remain the ambassador of that course even if you are no longer in your peak years. Start a business within the music ecosystem perhaps providing logistics. For instance, Darey Art Alade and his wife, Deola have built a formidable showbiz empire in Livespot. Fans easily remember him for bringing Kim Kardashian and Cardi B to Nigeria but may not remember his millennial tracks like ‘Escalade’ and ‘Young Man.’
Reputation plays a major role in that staying power. For instance, a character like Christina Aguilera struggled with bad media image despite having one of the best vocal strengths in pop history. In Nigeria, Brymo is a typical example of a very talented artist who struggles against media backlash that overshadows his brilliance and musicianship. While Portable is able to thrive on controversy, Brymo’s reputation seems to have travelled way ahead of him to places he dare not sit.
While artists are being prepared for moments of waning popularity in their careers, they should also explore the possibility of making a comeback. Many have walked on the hall of fame for their unwavering determination to get up again and make music. Comeback is very unpredictable: it can make or mar you. Remember how Majek Fashek tried to make a comeback? What about Psquare? Dbanj? From trolls to media negativity or skepticism, the range of emotion that trails comeback efforts can be overwhelming or even devastating.
That said, enjoy your peak years. Make classic songs- even anthems; timeless club bangers. Connect with younger artists. Live your life by defining your own happiness.
-Written by Yinka Olatunbosun, a senior culture journalist and 2018 African Recipient of NRW Kulture Secretariat Research Grant for Music Journalists
