{"id":6447,"date":"2026-06-19T14:38:20","date_gmt":"2026-06-19T14:38:20","guid":{"rendered":"https:\/\/interspacemusic.com\/blog\/awals-excel-joab-on-nigerias-afrobeats-now-what-moment\/"},"modified":"2026-06-19T14:38:20","modified_gmt":"2026-06-19T14:38:20","slug":"awals-excel-joab-on-nigerias-afrobeats-now-what-moment","status":"publish","type":"post","link":"https:\/\/interspacemusic.com\/blog\/awals-excel-joab-on-nigerias-afrobeats-now-what-moment\/","title":{"rendered":"AWAL\u2019s Excel Joab on Nigeria\u2019s Afrobeats \u2018Now What\u2019 Moment"},"content":{"rendered":"<p>A senior A&amp;R executive at <strong>AWAL (Sony Music)<\/strong> has delivered a sobering assessment of the <a href=\"https:\/\/interspacemusic.com\/blog\/balloranking-dapper-renewal-regional-afrobeats-labels-2026\/\">Nigerian music business<\/a>, arguing that stakeholders missed critical opportunities during <a href=\"https:\/\/interspacemusic.com\/blog\/nigeria-proudly-on-the-global-stage-2026-grammy-nominations-for-afrobeats\/\">Afrobeats&#8217; global ascent<\/a> and now face a defining &#8220;Now What&#8221; moment.<\/p>\n<p><strong>Excel Joab<\/strong>, Senior Manager of A&amp;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 <strong><a href=\"https:\/\/www.boomplay.com\">Boomplay<\/a><\/strong>, co-founded <strong>Energize Music<\/strong>, and is recognized as a strategic voice in Nigerian music.<\/p>\n<h2>Discussion Highlights<\/h2>\n<ul>\n<li>Return on investment across the Nigerian music business<\/li>\n<li>Lessons the industry failed to learn from the worldwide explosion of <a href=\"https:\/\/en.wikipedia.org\/wiki\/Afrobeats\">Afrobeats<\/a><\/li>\n<li>The &#8220;Now What&#8221; moment Nigerian music finds itself in<\/li>\n<li>International partners that have exited the market<\/li>\n<\/ul>\n<p>Joab and Akan also examined the broader path forward, centering on <a href=\"https:\/\/interspacemusic.com\/blog\/music-distribution-across-africa-the-complete-2026-guide-for-indie-artists-labels\/\">sustainability and growth<\/a> for artists, labels, and the wider industry ecosystem.<\/p>\n","protected":false},"excerpt":{"rendered":"Music executive Excel Joab analyzes the Nigerian industry\u2019s return on investment, the failure to learn from Afrobeats\u2019 global explosion, and the current &#8216;Now What&#8217; 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