Nigerian Multi award-winning record producer, singer-songwriter, musician, former CEO of Nigerian record label Mo’ Hits Records, Michael Collins Ajereh, does not do anything ordinary.

Better known as Don Jazzy, he founded Mo’Hits at only 22, and has gone on to build his corporate entity into a billion naira gig while still in his early thirties.
But Don Jazzy should not only take credit for formalizing and commercializing the Nigerian music industry but also for upping the game for the women in the industry.
In 2012, Tiwa Savage became the first female singer to be signed with the guy that produced international sensation DBanj.

Also, daughter of the former Sierra Leonean ambassador to Nigeria, multilinguist science graduate Hadiza Di’Ja Blell  began her music career in 2008 and her first single titled ‘Rock Steady’ got her nominated for the Best Urban/R&B Single at the 2009 Canadian Radio Music Awards. She also won the 2008 Best New Artiste award at the Beat Awards. But not until Don Jazzy found and signed a record deal with her in 2013 did she go truly mainstream.

Her first single under Mavin records titled ‘Yaro’ was released on Valentine’s Day, 2014 and it was produced by Don Jazzy himself.
Beyond Mavin, these are good times for Nigerian music as the likes of Davido, Don Jazzy, Tiwa Savage, Dr SID, 2Face, Wizkid, Olamide, Iyanya, P-Square, Flavour, Burna Boy and a host of others have recorded strong chances of winning at the 2014 edition of the Channel O Music Video Awards scheduled for  November in South Africa.

Entertainers from the ever evolving Nigerian music industry were in New York, US recently for the 9th edition of the Nigerian Entertainment Awards (NEA)-hip hop artistes, Tiwa Savage and Davido both clinched awards at the event.

Now referred to as Mavin’s first lady, Tiwa Savage was all smiles as she took home the R&B Artiste of the Year and Female Artiste of the Year awards.

Sex Sells, so What?
Internationally, the role of women in musical videos has been a subject of much controversy. While some are of the opinion that it is difficult for a woman to make it in music without raunchy videos and a hot body to boot, others are severely critical of women who play to the gallery by singing sexy songs and appearing scantily dressed at shows.

In Nigeria, both talent and looks appear to play a part. While Tiwa Savage, Sheyi Shay, Munachi Abii, Waje and countless others will continue to sell records partly for their hot bodies, others such as Asa and Nneka are also fully established in the industry though detracting from their sexuality.

And while women in such roles are seen by some as being negative role models, there is no doubt that women shaking their booties are more powerful than ever- and the majority of stakeholders, including America’s Beyonce, sees nothing whatsoever wrong with that.

Competitions
Recently, corporates have suddenly come under severe criticism for organizing singing competitions and doling out what is perceived to be ridiculous sums of money as well as other gifts  to winners . This, in contrast to gifts and prize monies awarded to winners of essay and other competitions such as Spelling Bees. Accused of pandering to public sensationalism at the expense of development, there has been a general call from Nigerians for more sponsorship monies to be poured into competitions in other fields.

But female artistes such as the dynamic Chidinma, the exciting Yemi Alade and to an extent Yeka Onka might never have made good in the thorny world of the Nigerian entertainment industry had they not got their  breaks from the various competitions: Project Fame and Nigerian Idol respectively.

Dozens of other aspiring singers who have not won but came far in such competitions have also used the opportunity to get their foot in the proverbial door, make valuable contacts within the industry while perfecting their trade.

There have been cases in which runners up have become just as famous as winners, if not more famous. Proudly Deltan crooner Omawumi Megbele was only a runner up, but is right on top of her game.

Endorsement deals

Omawumi

On the other side of the corporate coin are endorsements, which have taken the sting out of the digital age, which has meant lower record sales in countries such as Nigeria where it is not customary to pay for intellectual or creative materials online.

Nigerian female musicians are joining the big players to garner mega endorsement deals. Granted, no female singer has come near screen siren Genevieve Nnaji’s  personal fortune accumulated from brands like Lux, Cintrion Energy drink ( N50 million),  Etisalat (N100 million), Polo (70 million naira), Amstel Malta, MUD, Coscharis Motors, and Evogue.

In July 2013, Savage signed an endorsement deal with MTN Nigeria allegedly worth tens of millions. She also signed endorsement deals with Pepsi, Forte Oil and Maggi. Others like Omawumi, Sheyi Shay, Waje and Chidinma also boast large endorsements  with other telecom giants Glo and Etisalat.

A former COSON  boss and himself a music producer said the tables actually turned when the big corporates began to put their money where their mouth is with regard to entertainment. Since a leading telecoms giant broke the glass ceiling many years ago by paying the unprecedented sum of 1 million naira each to artistes in an en masse endorsement deal, it has become the tradition for corporates to hand out big endorsement deals to artistes, including female ones. At that time, 1 million naira was a big deal.

Now, it’s nothing.
Last year, Forbes published a list of Africa’s most influential celebrities, many of which are Nigerians, entertainers and women. Though no Nigerian female singer made the list of the top sixteen wealthiest in Africa, Nneka and Asa were numbers 38 and 39 respectively on the Forbes list of 40- right after DBanj (37) and Don Jazzy (36).

Challenges
Yet some female musicians say it’s not yet Uhuru. While some upcoming women musicians are complaining that the Nigerian music consumer does not easily accept new music and artistes, others complain about the DJs.

There are complaints in some quarters that some radio DJs are fond of demanding money from new musicians before their songs receive airplay. These complaints have however been unsubstantiated. For the female folk, it has often been touted that the “nothing goes for nothing” syndrome that has pervaded society. Foremost Nigerian female musician, Omawunmi, said in an interview: “They respect me a lot and when some of them want something more, I always look for how to ‘friend zone’ them”.

Words of wisdom from an ‘old timer’. One thing is clear: few mothers are smacking their little girls over the heads when they say they want to be singers when they grow up any more.