Almost every upcoming artist in Nigeria wants to get the attention of a record label, but many of them don’t know how to position themselves. You want top record labels like Chocolate City, YBNL, Mavin Records, etc., to notice you, sign you up and possibly manage you.
Like every other career advancement goal, this desire is in order. I mean, record labels are one of your surest plugs to money and fame. They take you, groom you, pay your musical expenses, connect you to powerful producers, and push your songs out to a bigger audience.
They even help you access endorsement deals you may never have gotten on your own. So, again, it’s okay to want to get their attention. If you’re wondering, “How do I position myself to be signed by a record label in Nigeria?” You’re asking the right question, and we are here to provide answers.
In this article, we will explain how you, as an up-and-coming artist, can position yourself to be signed by a record label in Nigeria.
What Do Record Labels Look For?
Before you can position yourself, you need to understand what record labels actually want. Contrary to what you may think, labels are not just scouting for anyone who can sing or rap.
Most times, they’re searching for talent, which entails a unique voice or a vibe that stands out in the crowd. They are also looking out for marketability. That is, do people want to listen to you? Can you attract an audience beyond your circle of friends? Do you have an existing fan base?
See, record labels want proof that you can pull attention. Even if you’re not yet famous, they’ll check your streams, followers, engagement and every other analytics to be sure you’re the real deal.
Next is work ethic. Truth be told, no label wants to spend millions grooming someone who’s lazy. So, yes, understand that beyond an artist’s voice, they are also looking for diligent people.
Consistency will definitely come next. In this regard, dropping one freestyle on Instagram or releasing a single once in three years won’t cut it. Labels want to see that you’ve been consistently creating music.
Why is this knowledge important? It’s important because you need to act fast and decisively as Nigeria’s music industry is growing steadily. In 2023, for instance, Statista estimated Nigeria’s music industry revenue to grow into a projected market volume of US$6.55 million by 2029.
That growth means more artists and more competition, plus more selective labels. If you don’t stand out, you’ll get lost in the crowd.
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So… How Do I Position Myself to Be Signed on by a Record Label in Nigeria?
Here are some steps to follow to position yourself for a record label to sign you in Nigeria.
1. Perfect Your Craft as an Upcoming Artist First
There’s no shame in admitting that you are not yet a superstar. So, calm down and work on your skills. Work on your vocals or rap delivery. Take vocal lessons if you can and practice freestyling daily.
Then, improve on your songwriting skills. Can you possibly learn to tell stories or capture emotions, too? Cool. You can also master how to create hooks that stay stuck in people’s heads. That works too.
Overall, a diligent study of the basics of music production should be at the top of your priority list.
When you’ve polished your craft, you naturally stand out. People won’t just say “he can sing,” they’ll say “he has something different.” And that’s good for getting attention.
2. Create and Release Quality Music
You cannot just be a “studio goer” with hundreds of unreleased songs in your phone. You must put out music strategically.
You are permitted to start small but move towards quality. Don’t rush to drop an album. Instead, with that energy you would put into dropping an album, record a few singles that truly reflect your sound/music genre and put it out there.
In addition, invest in production as much as possible. Don’t even think of doing something mediocre. Yes, you may not have all the funds, but know that a poorly mixed and mastered track will kill your chances. These labels you admire listen with trained ears. They are experts, so they’ll know if your sound isn’t polished.
A similar concern is visuals. See, in music, visuals matter. A good music video, even a performance-based one, makes you look serious. And Nigerian labels love artists who invest in themselves. So, get a few visuals if you can.
According to IFPI’s 2022 Global Music Report, audio streaming revenues from subscribers increased by 10.3 percent to US$12.7 billion. For context, there were 589 million users of paid subscription accounts globally at the end of 2022.
Imagine how many of these subscribers stream Afrobeat music. In other words, if you release high-quality songs on platforms like Audiomack and Spotify, you get a lot of listening. If that happens, you’re already halfway into a label’s radar.
3. Build a Solid Online Presence and Grow Your Fan Base
In today’s Nigeria, your online presence is your portfolio. Before a label calls you in, they’ll check your Instagram and other social media accounts.
For this reason, use social media as your stage. It’s advisable to also participate in TikTok challenges and even Twitter trends to showcase your music. Always endeavor to post content regularly, not once every two months. Labels are impressed by artists who can hold attention.
A lot of upcoming artistes do this already. Engage, don’t just post. Reply to fans. Take advantage of TikTok trends. Remember how Ayra Starr’s “Sability” blew up on TikTok? That visibility pushed her even more into the limelight.
Run giveaway shows (do this with caution, though) just do anything that shows you have a real community. Understand that labels are more likely to sign you if you already have fans. Nobody wants to gamble millions on an unknown person.
You don’t even have to try too hard. There are a ton of fans already waiting for you to connect with them. Nigeria has over 38 million active social media users (DataReportal, 2025). That’s a massive audience, and labels know that whoever controls attention online has potential offline, too. So, treat your platforms as your CV.
4. Network Aggressively in the Music Industry
In the Nigerian music industry, talent alone doesn’t guarantee discovery. Far from that, you need to connect with the right people.
How do you do this? Simple (Okay, not so simple, but doable). Perform at open-mic events and campus shows. You never can tell; someone important may be in the audience.
While at it, collaborate with other upcoming artists. Sometimes it’s not about competition but synergy. Also, befriend producers and DJs. These guys are gatekeepers. A hot DJ mix with your song can push you into a label’s radar.
Attend music industry events. Don’t turn them down. Concerts and album hearing shows are some of the places labels scout for talent. Remember, Nigerian record labels don’t only rely on social media to find talent; they also look at who’s buzzing on the ground.
5. Distribute Your Music Professionally
This is one of the most important positioning strategies. Quality labels won’t take you seriously if your songs are only on WhatsApp or SoundCloud alone. You need professional music distribution.
You need to have your music on Spotify, Apple Music, Boomplay, Audiomack, and more. That’s what professional distribution does for you.
If you cannot traverse the whole digital platform by yourself, you don’t have to worry. Platforms like Mayvibe can take that off your hands.
With Mayvibe as your music distribution partner, you can be sure of your songs having a global reach. Once your music is listed on Spotify, Apple Music, Audiomack, Boomplay, and more, you’re automatically on the global stage.
With the use of accurate analytics, Mayvibe also lets you see where your fans are listening. Professional credibility: Labels notice when your music is properly distributed.
There’s also the professional appeal that comes with letting companies like Mayvibe handle your distribution. Labels respect artists who already have proper digital distribution. It shows you’re serious.
Monetization is another reason why you should put your music on digital platforms. You get paid when people stream your music.
In simple terms, Mayvibe positions you to look more professional in the eyes of record labels. Instead of saying “my song is on my phone,” you can proudly say, “my single is streaming on all platforms.” That’s credibility. With Mayvibe, you don’t just look like an “upcoming” artist; you look ready for the big stage.
If at this time and age, you’re not on Spotify, Apple Music, Boomplay, or Audiomack, you might be invisible to labels.
6. Be Business-Minded as an Artiste
Many upcoming artists think music is only about vibes. Wrong. You need to treat your music career like a business, even if you need to hire someone to handle the business side of things.
One thing a lot of upcoming artistes do not fully grasp is that record labels are businesses, and they want business-minded artists. Take your time to learn about royalties, publishing, and contracts. Don’t wait until you’re signed to understand the business side.
Protect your intellectual property. Register your songs with COSON (Copyright Society of Nigeria). Be disciplined. No label wants an artist who will ruin their brand with scandals or no-shows.
When you treat your career as a business, labels see you as less of a risk and more of an asset.
7. Position Yourself Strategically for Discovery, Stay Consistent and Patient
Success in life can sometimes be a case of visibility. You either go visible or go home. In that light, how do you make yourself discoverable by labels in Nigeria? When you’ve polished your sound and invested in excellence, don’t just wait for luck. Do something that can put you in the faces of the right people.
Try tagging labels on social media. Yeah, it’s an ‘in your face approach’ and many, many do not appreciate it. In fact, many big names may ignore you. But that shouldn’t deter you. Post covers or original songs and tag labels. You never know who’s watching.
Send demos too, but do it smartly. Don’t spam the people you hope to connect with. Instead, prepare a proper Electronic Press Kit (EPK) with your bio, high-quality pictures, streaming links, and music samples.
Enter competitions. Think, competitions like MTN Project Fame, Nigerian Idol and others. Remember how Olamide’s YBNL often does talent hunts? Some artists got signed this way.
Be visible on streaming charts. With Mayvibe distributing your music, you stand a higher chance of popping up on playlists and charts labels monitor.
Finally, don’t rush the process. Many artists blow after years of grinding. Burna Boy, for example, didn’t become a global superstar overnight. He kept pushing until his sound became undeniable.
Keep dropping music. Even if the first 5 don’t get traction, the 6th might. Keep networking. Every new connection increases your chances. Keep improving. The better you get, the harder it is for labels to ignore you.
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Conclusion
Upcoming artists must understand that positioning is a powerful strategy in the music industry. To position yourself well enough to be signed by a record label in Nigeria is not just about having talent. You need to have what we Nigerians call packaging and strategy.
If you can perfect your craft and release quality music, build a solid online presence and distribute your songs through platforms like Mayvibe.com, every step you take makes you more visible to labels.
In this industry, there is a lot of competition, yes. But you can stand out. To catch the eyes of Mavin, YBNL, Chocolate City, or any other top record label, you must show that you’re already worth investing in.
So, take yourself seriously and do everything you have to do. That way, when the labels finally come knocking, you won’t just be an “upcoming artist”, you’ll be a new star ready for the world stage.