By Sunday Ani, Lagos
Christian Legendary and Impact Makers Awards 2021 (CLIMA 2021) winner Akinpelumi Akinboye called on artists, especially gospel artists, to always plan strategically so they can make a global impact in the music industry.
He noted that the lack of strategic planning has been identified as the main reason that prevents gospel artists in Nigeria from reaching the pinnacle of success in the industry.
“In my six years of journey to promote gospel musicians, I can say with confidence that most gospel musicians in Nigeria do not plan their projects, and that is why many of them fail to reach the level of their abilities.
“They fail to do good planning because they don’t see their brand as a business, and that’s why they invest so little in promotions and branding,” he said.
Decrying the nonchalant attitude of most gospel musicians in Nigeria towards their brand as a business, he said, “A female gospel musician once called my office to inquire about uploading her song to our platform. . We upload songs for free, but we charge promotion fees. When I asked her about her promotional budget, she said that the God who sent her would announce it in due time.
“Another musician called to inquire about uploading and promoting her song, even though she had a budget set aside for promotions, the problem was that she wanted the song uploaded and promoted immediately because it was her birthday, and the song was a way to thank God. When we researched her previous projects, we found that she had released two songs in the past, and they were both released on the day of its anniversary. A project without strategic planning and a budget can never live up to its potential, no matter how anointed you are,” he said.