A senior A&R executive at AWAL (Sony Music) has delivered a sobering assessment of the Nigerian music business, arguing that stakeholders missed critical opportunities during Afrobeats’ global ascent and now face a defining “Now What” moment.
Excel Joab, Senior Manager of A&R and Artist Development for West Africa at AWAL, shared his perspective in a conversation with Joey Akan. Joab previously served as Content Acquisition Manager at Boomplay, co-founded Energize Music, and is recognized as a strategic voice in Nigerian music.
Discussion Highlights
- Return on investment across the Nigerian music business
- Lessons the industry failed to learn from the worldwide explosion of Afrobeats
- The “Now What” moment Nigerian music finds itself in
- International partners that have exited the market
Joab and Akan also examined the broader path forward, centering on sustainability and growth for artists, labels, and the wider industry ecosystem.
