Kini-abasi Edet (Kay) · Brendan Gaffney · Stella Maffucci · Michael Meng · Obisanya Oluwadamilola · Ida Sällinen

TEAM 11

Using Data to Help Artists Grow Internationally

AGENDA

WHY

WHO

WHERE

HOW

Using Data to Help Artists Grow Internationally

Setting Up The Scene

Choosing the Artist

WHAT

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🡪 We decided to build on research done by participants on last year’s MoM edition & get further.

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• Our fellows showcased how Nigerian music market is not only rapidly growing but has a distinctive sound profile, which makes the music exceptionally potential for exporting

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🡪 Combining strengths within the team:

• Nigerian music scene
• Data analysis
• Music exporting in Europe
• Marketing & PR strategizing

Can data help an unknown Nigerian artist become famous in Europe? If so, how?

AIM : Support democratizing music export measures

WHY

WHAT

WHO

WHERE

HOW

Using Data to Help Artists Grow Internationally

1. THE CONTEXT

2. OUR CHALLENGE

*Source: The Evolving Landscape of the Nigerian Market, Team 1 @ MoM 2021

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Setting Up The Scene

WHY

WHAT

WHO

WHERE

HOW

3. OUR “FAN FIRST” APPROACH

• We picked up an artist that is nationally famous (has the resources to expand internationally) but unknown internationally that we believe has great potential to become popular

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• We identified the 5 most popular AFROBEATS ARTISTS IN EUROPE (pulling out data from Chartmetric) and who is their AUDIENCE (where they are )

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• We created a “fan profile”

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• We built a high-level strategic plan following the “fan journey”

Choosing The Artist

WHY

WHAT

WHO

WHERE

HOW

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• Lil Kesh is a prominent Nigerian Artist that rose to fame with the release of his hit debut single “Lyrically” which perfectly describes his genre which can be simply described as incorporation of elements of Rap into Afrobeats.

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• Lil Kesh raps majorly in ‘Yoruba’ - a language unique to the Western part of Nigeria. He was one of the top Yoruba artists to go mainstream with Indigenous Rap.

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• Lil Kesh’s style of music, which is the incorporation of Rap into Afrobeats has not yet penetrated parts of the European Market in which Afrobeats is heavily consumed, this makes for ‘Why” Lil Kesh

Choosing The Right Market

WHY

WHAT

WHO

WHERE

HOW

Using Chartmetric, we found the cities that are receptive to other Afrobeats artists using 5 of the most famous Nigerian artists as a benchmark: Burna Boy, WizKid, DaVido, Ckay, and Fireboy DML.

Source:

OUR METHODOLOGY

Understanding Lil Kesh’s Future Audience

WHY

WHAT

WHO

WHERE

HOW

OUR METHODOLOGY

• Using Chartmetric & Audiense, we cross-analyzed common social media profiles for all fans (Audiense)

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• Compared cross analysis with the baseline Nigerian fan

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Building a Fan Profile

WHY

WHAT

WHO

WHERE

HOW

Personality

They are expressive, excitable and sentimental.

They are imaginative: they have a wild imagination. They are excitement-seeking: they are excited by taking risks and feel bored without lots of action going on. And they are cheerful: they are a joyful person and share that joy with the world.

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Needs

Their choices are driven by a desire for sophistication.

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Values

They consider both independence and taking pleasure in life to guide a large part of what they do. They like to set their own goals to decide how to best achieve them. And they are highly motivated to enjoy life to its fullest.

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Source: Audiense, 2022

Implementing a Strategy for Success

WHY

WHAT

WHO

WHERE

HOW

AWARENESS

INTEREST & ENGAGEMENT

ADVOCACY

KPI’s measuring against across 3 years

• Number Of Followers On Social Media
• Streams
• Venues Booked
• Merch Sold
• Tickets Sold

In Amsterdam, Rotterdam & Paris

releasing a single every 2 months

Youtube live sessions (COLORS SHOW etc.)

content creation (website creation & newsletter subscribe option)

Eurosonic & MaMA showcases

European festival slots

surprise releases / surprise events

first club tour: FR, NL

direct fan interaction

fans-only content / exclusive pre-sale tickets / EP

co-creation of content with fans

shared-values initiatives to empower & build the community

brand partnerships (merchandise)

local PR activity

Social Media Marketing activity

European PR activity

collaboration with French rapper

releasing an EP

YEAR 1

YEAR 2

YEAR 3

Kini-abasi Edet (Kay) · Brendan Gaffney · Stella Maffucci · Michael Meng · Obisanya Oluwadamilola · Ida Sällinen

TEAM 11

THANK YOU

For Your Attention!