The Unsung Heroes of Afrobeats Evolution

By Peace Fayose

The voyage of a record isn’t complete until it gets heard by the consumer. How it gets to the hand of these consumers varies. And from generation to generation , there have been a plethora of ways.

The recent ones have been on digital distribution channels. Long before this, there was the traditional way.

In the article below, I look through some of the unsung heroes of the Afrobeats movement.

1.Record Stores: In the 1990 and early 2000s, music was distributed by record stores. These were neighborhood stores around. Here, consumers come to the store to get their favourite artiste.

As a young student of Afrobeats, I listened to records from defunct music groups like Tribesmen, The Remedies, likewise the duo of Junior and Pretty, Blackky and more. For people who lived in the rural area, a record store was the main means where musicians, record labels get their songs to the fans.

I. remember during this period, when the new song was released, the record store would play the song via their speakers , this way, they get to inform the passerby about their availability.

2.Radio & Television: The deregulation of the broadcast sector in Nigeria actually began in 1992 with the establishment of the NBC act 38 of 1992 and 55 of 1999 as amended yet the impact of this feat wasn’t felt in the music industry until a few years into the millennium.

Radio stations sprang up, African Independent Television (AIT) and Raypower FM were also making their mark. The likes of Dayo Adeneye and Keke Ogungbe made their mark. Via their various shows, they play new songs on the radio. This was another way, songs were being played, records were being distributed.

3.Radio Presenters: With the advent of more radio and television stations, new stars were being made. There were more radio presenters, show hosts, and people got to play songs during their time on the radio. Some of them even premiere new songs from the artiste in this way, they became an agent in propagating the music of such artiste.

4.Wheelbarrow Pushers: For someone who grew up in Akure, seeing wheelbarrow pushers on my street, selling CDs was a regular occurrence. With medium speakers and a small tiger generator, these sellers rode the wheelbarrow throughout the major street in Akure. While this is on, people stop them to get newly released CDs.

5.Blogs: In the 2010s, there was an explosion in the number of music websites. Not just ok dot com , 360 Nobs, Naijalaoded, Too exclusive helped in distributing music for artistes. This was a phase artiste released songs or albums on these websites.

6.Music Distribution Company: By Late 2010s, there was a change in the way music was being distributed. Companies like M.A.D Solutions, Onerpm, Distrokid were already making marks in the industry, beyond distributing music for the artiste, they also helped in promotions, placing the songs in a reputable playlist across digital streaming channels. For example, M.A.D Solutions, via its subsidiary, Engage music have helped place arriste on playlists. Partnering with companies like Artsplit, where artists can split their royalties, has elevated its image as a music distribution company that collaborates effectively within the industry.

Independent artists often face financial challenges, which can be setbacks in their careers. To address this, MAD Solutions partnered with Chordcash, which provides financial support, enabling these artists to soar like their more established peers.

With over 3 billion streams and unprecedented achievements, the innovative contributions of MAD Solutions remain undervalued. This respected company in the industry deserves greater recognition through public endorsements by artists, industry awards, and online community engagement. While the populace feels the presence of the artists, music distribution companies like MAD Solutions, which have earned their nobility through hard work, should also receive the credit they deserve.

In conclusion, as Afrobeats continues to dominate the global music scene, it’s essential to recognize the quiet forces behind its rise. Companies like MAD Solutions have been instrumental in helping African artists connect their talent with the world, providing access to major music platforms and opportunities. Through their innovative collaborations and support for independent artists, they’ve helped shape the genre’s success story. As Afrobeats grows, the contributions of these distribution companies deserve more recognition—after all, they are the backbone that helps artists’ music reach and inspire audiences worldwide.