Dapper Music Group emerged as the streaming market leader among local music companies in Nigeria for the first three quarters of 2024. This unexpected success came despite the dominance of more popular labels like Mavin Group and YBNL, who boast rosters filled with artists behind some of the year’s biggest hits.
However, Dapper Music now faces a significant challenge as its two top-performing artists, Shallipopi and Seyi Vibez, have recently departed the label following the expiration of their contracts. BusinessDay media sits down with Temitayo Ibitoye, widely known as Tee Y Mix, the Vice President of Dapper Music Group, to delve into the strategies that propelled the company’s remarkable growth this year and explore how they plan to navigate the future without their two biggest stars.
Congratulations on Dapper Music achieving the leading streaming market share for Q1-Q3 2024, what key strategies and decisions have contributed to this remarkable growth in such a competitive industry as the one we have in Nigeria?
Dapper Music’s success is due to strategic partnerships with record labels, artists, and distribution companies. We provide strategic planning and support for our distribution artists, including promotions and ensuring high-quality music products. Ultimately, the music business is driven by listener validation, so we assist artists in selecting and releasing the right songs. Our approach encompasses various levels of artist engagement, from comprehensive management to distribution-only services.
It’s a common theory that Dapper Music is only for street-like genre artists, however this has proven successful with the likes of Seyi Vibez and Shallipopi. Can you elaborate on your approach to artists scouting and development and how you nurture these talents?
It’s interesting you said that because I’ve heard people say that Dapper Music is streets. While not an initial strategy, we acknowledge that raw talent in Nigeria often emerges from the streets. Our focus is on identifying unique talents and compelling narratives. Shallipopi exemplifies this; his distinct style, rooted in his Benin identity, sets him apart. There’s a story about him. Most importantly, he was also very determined to succeed which is also a very unique factor.
Given the recent departures of Shallipopi and Seyi Vibes, can you discuss the future of Dapper Music and the potential for new artists?
Music contracts, like most things in life, have a beginning and an end. At Dapper Music, We are proud of the milestones we’ve reached with our departing artists, both locally and globally. Shallipopi’s music became a cultural anthem, while Seyi Vibez achieved unprecedented streaming success.
Though we’ll miss the artists who’ve moved on, we celebrate the successes we’ve shared. Through strategic planning and execution, we’ve made a meaningful impact that has been mutually rewarding.
Looking forward, we are thrilled about the talented artists we are currently working with and the fresh movements we’re always discovering. For us, this is a long-term journey, not a sprint. Our mission is to continuously identify exceptional talent, nurture their growth, and propel them to global stardom. Our vision extends beyond borders; we’re aiming for worldwide recognition, influence and impact.
Reports highlight that Dapper Music surpassed 1 billion streams by Q3 2024. How has the company leveraged streaming platforms to its advantage, with curated playlists coming up and the need for artists to be on these top playlists?
Dapper Group is a multifaceted entertainment company. Our core divisions include Dapper Music, our record label and artist management arm; Dapper Digital, our established distribution network; S94 Publishing, our publishing entity; Dapper Films, our film production unit; and Dapper Live, which manages our live events. Even before establishing ourselves as a label, Dapper Digital had cultivated strong relationships within the industry, distributing music for a diverse range of prominent artists, including Skiibii, Falz, Rexxie, Omah Lay, and many others. This extensive experience has allowed us to build a solid reputation and a vast network of industry connections.
We’ve built relationships directly with DSPs, Apple Music, Spotify, and also built relationships with other external parties. So, that’s an advantage that we have, in that anyone that’s coming through our funnel, also enjoys some of these partnerships that we already have.
For instance, you can leverage a relationship to get things done, even outside Nigeria, you can promote your work outside Nigeria, we can even help you get collaborations, international collaborations, it depends on what’s required. And we have that bandwidth to be able to do a lot more, because we’ve been in business for a while, and we understand what it takes.
Our direct relationships with major DSPs like Apple Music and Spotify, along with our extensive network of external partners, offer a distinct advantage to artists working with us. These established connections provide a platform for increased visibility and opportunities, both locally and internationally. For example, we can leverage these relationships to facilitate promotional efforts, secure international collaborations, and expand an artist’s reach beyond Nigeria. Our experience and industry knowledge enable us to provide comprehensive support tailored to each artist’s unique needs.
How does Dapper Music plan to sustain this market growth in the coming years?
Our fundamental strategy remains consistent, although we’re always evolving and refining our approach. Ultimately, our focus is on the music itself, the artists, and most importantly, the fans. They are the driving force behind our success. Without their support, the numbers wouldn’t matter. Therefore, our priority is to consistently deliver exceptional music, collaborate with the right artists, tell compelling stories, and push creative boundaries. We’re committed to offering something truly unique and captivating to our audience.
As you know, the Nigerian music scene is incredibly vibrant and competitive, with a constant influx of aspiring artists. It’s not uncommon to find that many young people in Lagos have either pursued music or are actively trying to break into the industry. For us, the key to success lies in our ability to identify and nurture exceptional talent, and then effectively connect that talent with the right audience.
From the eyes of a Nigerian music executive, what’s your thought on streaming in Nigeria in recent times?
You’ve raised an interesting point about the industry’s evolution. We’ve come a long way from the era of physical CDs, grappling with piracy concerns and distribution challenges. Back then, your success often hinged on a single distributor with the network to get your music across the country. Imagine having 100,000 CDs, and relying on just one person to coordinate their distribution to major cities like Abuja, Lagos, and Kaduna. These distributors held immense power—they were the linchpins of the Alaba market. However, the digital age has disrupted this model, eliminating those gatekeepers and democratizing the distribution process.
Streaming has provided us with a significant advantage: access to valuable data. We can now precisely track where a song is being streamed, the specific regions and platforms driving its popularity, and the exact number of streams it accumulates. This data is instrumental in strategically positioning our artists for success. By understanding these metrics, we can effectively plan experiences, collaborations, and other initiatives to further penetrate existing markets and capitalise on emerging opportunities. Looking ahead, I’m confident that the potential of streaming will only continue to expand.
However, we do face challenges, particularly in regions like Nigeria, where purchasing power remains a concern. For instance, the revenue generated from a million streams in Nigeria is considerably lower than the revenue generated from the same number of streams in a market like the UK. This disparity highlights the economic realities we navigate.
I have a strong conviction that Africa, and Nigeria in particular, will experience a significant increase in purchasing power and a greater ease of conducting transactions in the future. This shift will have a profound impact on the music industry.
Traditionally, artists relied heavily on live performances and endorsements for their income. However, the digital era has opened up new avenues for revenue generation. Today, talented songwriters and recording artists can build a loyal fanbase and earn a sustainable income through streaming platforms alone. It’s an exciting time for the industry, where creativity and connection with fans can lead to financial success.
How much creative control do artists have at Dapper Music, and how do you balance artistic expression with commercial success?
Striking a balance between commercial success and artistic expression is crucial. An excessive focus on commercialisation can stifle creativity. We prioritise fostering an environment where our artists feel empowered to explore their creative visions freely. While our art team offers guidance and support, we ultimately grant our artists the creative license to express themselves authentically.
Recognising and nurturing the unique qualities of each artist is paramount. We believe in providing the resources and infrastructure, such as multiple recording studios and creative camps, to empower our artists to fully realize their artistic potential.
Our approach isn’t about imposing a new identity on our artists. Instead, we focus on amplifying their existing strengths and unique qualities. This might involve enhancing their stage presence with elements like captivating props or choreography, while always ensuring that these additions align with their individual style and comfort level. Ultimately, our goal is to empower our artists to deliver even more impactful and engaging performances.
With the partnership the company has with Virgin Music, what are the international ambitions of Dapper Music?
We’re committed to actively pursuing strategic collaborations that align with our innovative vision. Our ambition extends beyond Nigeria’s borders. We’re actively signing artists from across the African continent. Our goal is to evolve from a prominent Nigerian record label into a leading force in the African music industry. In fact, we’re already working with a talented Ghanaian artist.
Finally, what’s your vision for Dapper Music in the next 5-10 years?
Our vision for the next 5 years is clear: to establish Dapper Music as a dominant force in the African music landscape. We’re aiming for a significantly larger market share. We’ve always been somewhat under the radar; even at the height of Seyi Vibez’s success, many people were unaware that he was signed to our label. We intend to maintain this strategic approach while aggressively pursuing market dominance.
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