Nigeria’s music industry continues to shine on the global stage, with Afrobeats dominating international charts and selling out arenas from London to Atlanta. However, industry experts warn that without strong branding and communicable marketing, the momentum may not be sustainable.

Nelson Omorotionmwan, popularly known as Big Man Critic (BMC), has raised concerns over the lack of structure in the sector. The music executive and brand strategist insists that the future of Nigerian music depends not just on hit songs but on building lasting legacies through branding.

“Hits bring attention, but branding builds legacy. Without identity and consistent storytelling, even the brightest stars risk burning out too quickly,” BMC said in an interview.

Drawing from his years of experience working with both rising and established acts, BMC explained that many artistes mistake virality for strategy. He noted that while songs often trend on TikTok or rack up streams, most fade away without leaving a lasting impact.

“The Nigerian music industry has no shortage of talent. What it lacks is structure. Virality is not a strategy. Branding is,” he cautioned.

Central to his philosophy is what he describes as “communicable marketing” — storytelling that resonates with audiences and can be easily retold. “Too many artists treat marketing like a campaign instead of a conversation. True communicable marketing creates narratives that spread naturally, the kind fans can echo in their language, their style, their daily lives,” he explained.

He pointed to the rise of strong fan bases like Wizkid FC and Shallipopi’s “Plutomania” movement as proof that effective branding can transform audiences into self-sustaining communities.

Through his platforms, Critic Circle and ALTurnatyyv, as well as initiatives like Crack The Code, BMC has consistently promoted this vision by guiding artists to build cultural relevance beyond momentary hits.

Looking to the future, he envisions a Nigerian music industry where artistes deliberately craft identities that connect both locally and globally. “We have already proven that Nigeria can make music the world wants to hear,” BMC said. “The next challenge is proving we can build artists the world will never forget.”