Speaking at a panel during the Lagos Creative Economy Forum on Monday, Muyiwa Awoniyi, Tems’ long-time manager, criticized the current streaming revenue model, describing it as unsustainable for both emerging and established talents. According to Awoniyi, despite the global success of Afrobeats and the high streaming numbers achieved by Nigerian artists, actual financial returns remain “shockingly low.”
“We’re breaking global charts and touring the world, but when you look at what comes back to the artist from Nigerian streams, it’s nearly negligible,” said Awoniyi. “It’s a broken model, and it’s hurting the creative economy.”
Awoniyi attributed the issue to a mix of factors, including low subscription rates, limited digital infrastructure, and unfavorable payout structures from global streaming platforms operating in Africa. He called for a regional approach to restructuring artist compensation, including the development of local platforms and stronger collective bargaining for rights holders.
Tems, known for hits like Free Mind and her collaboration with global stars such as Drake and Future, has become a symbol of Afrobeats’ global rise. However, her team’s comments underline a troubling paradox—while Nigerian music enjoys unprecedented international popularity, many artists struggle to earn a living from their domestic fan base.
Industry insiders echo Awoniyi’s concerns. “Nigeria is a streaming goldmine in terms of engagement, but the monetization pipeline is flawed,” said Uduak Udoh, a music rights consultant based in Lagos. “We need stronger local industry policies and better regulation.”
As Nigeria positions itself as a global cultural powerhouse, the issue of fair compensation for artists is expected to take center stage in upcoming policy debates. Stakeholders are now calling for collective action among artists, labels, and tech companies to create a more equitable music economy.
source: musically.com