“Most artists have already made a hit — they just didn’t promote or market it right, or they didn’t have the funds needed, so it never blew up.”
Like I’ve said before, an artist can still get heard or even blow without huge funding—but it depends on:
- The partnerships you have in place
- Who is in your corner pushing and promoting you
- Who you know
- How far your reach goes
- And who is willing to go to bat for you
CASE STUDIES: THE POWER OF BACKING
Examples speak for themselves:
- Lojay & Sarz
- Ruger & Jonzing/Mavin
- Portable & Kogbagidi
- Olamide & Fireboy (and several others he has developed over the years)
Behind many “overnight successes” is structure, strategy, and strong backing.
DON’T RUSH RELEASES WITHOUT A PLAN
Never allow peer pressure—or the urge to stay relevant—push you into releasing music when you’re not ready.
If you don’t have:
- A budget
- A rollout plan
- A clear marketing strategy
…then you’re not ready yet.
Instead, build anticipation:
- Drop skits
- Share studio sessions
- Post behind-the-scenes (BTS) content
- Reintroduce your old catalog
- Tease the upcoming release
Make people expect your music before it drops.
PROMOTION IS NOT OPTIONAL
Many artists make the mistake of posting a song or video a few times and assuming the job is done.
That’s not promotion—that’s hope marketing.
Why invest time and money creating a great song or video if you won’t invest in pushing it properly?
Music needs consistent exposure to new audiences, or it becomes stagnant.
That’s why top artists:
- Drop remixes
- Release deluxe versions
- Extend the life cycle of a hit
They don’t just release—they maximize.
PLAN WITHIN YOUR MEANS
Whether you’re upcoming or established, you need:
- A clear plan
- A defined budget
- A realistic strategy
Even without a big budget, maximize what you have:
- Leverage social media
- Use organic promotion creatively
- Build relationships
- Stay consistent
Avoid unrealistic plans your finances can’t sustain.
STRATEGY OVER HYPE
No matter what, intentional planning beats random effort.
Move forward—even if it’s one step at a time.
Be willing to:
- Learn
- Unlearn
- Relearn
- Adjust
- Evolve
REALITY CHECK
People will wish you well…
…but often only until you start doing better than them.
That’s life.
FINAL WORD
Only the dead don’t talk or complain.
So while you’re alive:
- Speak up if you must
- Learn from everything
- Stay dynamic
- Keep moving
