Nigeria’s music market is known for its concentration of young talent and high popularity of local music. Here are the highlights:

  • Local music consumption on Spotify continues to grow – by 206% in 2024 – which points to both the growth of local music and streaming adoption. Spotify users worldwide also listened to more than 1.1m Nigerian artists a day in 2024. 
  • In 2025, 94 of the top 100 of Audiomack’s most-streamed artists in Nigeria were local, demonstrating Nigeria’s strong appetite for domestic genres like Afrobeats, street pop and hip-hop.
  • Wizkid, Burna Boy and Davido are some of the country’s most successful artists – with Wizkid being the first African artists to pass 1bn streams. 
  • Many foreign artists have also successfully broken through, with artists like Travis Scott, Dave, Juice WRLD, KPop Demon Hunters Cast and Central Cee as big contenders. 
  • Fújì – a genre of Yoruba music that has been reinventing itself since the 1960s characterised by high energy, intense percussion – is very popular in Nigeria. Gospel is also popular.
  • As the country’s largest city, Lagos dominates the Nigerian industry including its live music business – with Eko Convention Centre, the Balmoral Convention Center,the  Landmark Centre and Hard Rock Café as some important venues. 
  • Festivals like Flytime Fest, Felabration and Femme Fest are also popular fan destinations.
  • Nigerian influencer culture is also diverse and rich. Notable names include YouTuber Korty EO; streamers Shank Comics, Carter Efe and Peller; digital media personality OneJoblessBoy; and comedian Chinasa Anukam. 
  • TikTok is also major, with 37.4m users across Nigeria. This comes second to Facebook, and way ahead of Snapchat, Instagram and X. 

How to break in Nigeria? 

Prioritise local collaborations. “The first type of strategy [marketers] should look out for is to collaborate with the big guys,” says Boomplay marketing executive Uwem Brown. “We have Davido, we have Tems, we have Wizkid, we have Burna Boy. If you can get on a feature with them, it will help you to get in line with what the locals enjoy.”

Gear towards referral marketing. This is better than a cold, outright marketing approach, which tends to alienate in Nigeria. Consider tapping into the influencer culture, as well as clean visuals, global reference and celebrity as aesthetic drivers. 

Stay relatable. Relatability is a key marker of success in Nigeria, with language of delivery, sound and slang, exaggerated and sarcastic humor, and ad libs as major touchpoints.

For Nigeria’s leading labels, top management companies, budget projections and more, check out Music Ally’s full Nigeria Profile.