Imergination Music

A Music Mgt Company, creating platforms & rendering music business services; Adding value 1 talent at a time. #EAT20CHART, #UpriserCypher #TalkActive, #AIinMB.

[Nelsun @Adapioyi]

It is possible for an album to be dope, but still not have that compelling effect on fans and listeners.

Because for the Artiste it is about Art, but for the consumers it is about “feeling”.

Artistes who desire to stay relevant must not lose touch with the reality and context of their market, either because they’ve become richer, have evolved faster than their fans, are trying to optimize for global markets or intentionally experimenting.

The moment there’s a misalignment, the consequence is either indifference or silence about the music.

Davido understood this with Timeless album.

Despite his personal loss, he didn’t overload the project with grief, growth or personal reality.

Davido maintained the energy, contextual alignment and rhythm that his primary market recognize.

He gave the market what they listen and use music for; escapism, hope, love and sense of life.

A solid album achieves a balance between market intelligence and artistic choice-which prioritizes meeting or surpassing expectations of fans.

In the case of Asake’s album “Money”, what people are reacting to isn’t about quality vs no quality, it is loss of familiar grit, less street-coded relatability and reduced experiential taste that Nigerians know him for.

Compared to his earlier projects which had Olamide’s magical input, one can sense the difference in; rawness, chantabilty, cultural connection (Fuji texture, street slang, catchy hooks, melodies, call and response energy).

An Artiste can evolve, but the emotional expectations of the fans don’t evolve at the same rate.

That gap is where a project loses that “feel”.

Asake’s album is a lovely body of work with excellent production and creativity, but in terms of that instant effect and familiar taste, this “Money”album didn’t adequately communicate it.

As far as Nigerians are concerned, you don’t need a long debate to know when the music hits them.

If they don’t feel it from the first listen, it will reflect in their silence, outright complain or indifference-unless social proof forces a revisit (clubs, TikTok, influencers).

[Nelsun @Adapioyi]

Incredible talent that evokes acceptance by music lovers must be matched with a recognizable and likable identity and style-in terms of physical presentation.

How the music makes people feel is important, but the aura and packaging of the Artiste creates a strong relationship with the fans.

@swayveemusic has a recognizable brand and style that even the blind can see. It is not just about the hairstyle, his simplistic but classy dress sense that creates this superstar aura is one that many Artistes are unable to create and sustain.

I’ll be speaking with him about branding and how it affects music success on the space tonight.

Join us.

[Nelsun @Adapioyi]

https://t.co/1Ig0KtL3x5

[Nelsun @Adapioyi]

Elestee is close to missing out on a kind of rare opportunity to put her name alongside pioneers like Sasha P, Weird MC, Eva Alordiah, Mo’Cheddah, Bouqui, Blaise, and others like Muna who defined female rap presence in Nigeria from the early 2000s into the 2010s.

Based on her talent and the opportunity of being signed to a Mavin, success seemed almost inevitable, like scoring a penalty with no goalkeeper.

While only those within her camp and the label can say exactly what went wrong, there are some likely reasons that could explain why she didn’t reach the heights attainable.

1. Mavin may have been the wrong label, or at least didn’t create the right environment for a rapper like her to thrive.

She was the label’s first prominent female rapper in years, dating back to the Mo’Hits era. But structurally, Mavin has been optimized for Afropop Artistes who can quickly plug into radio, social media, clubs, and the mass market.

Even some of its legacy Artistes with rap roots have historically leaned into Afrobeats to scale faster.

So, while the label had the resources and leverage, the internal structure may not have been built to develop and sustain a rap focused identity (especially a female Artiste).

In a different system either independently or with labels like Chocolate City or Dapper Music, there might have been more pressure to refine her sound, sharpen her positioning, and optimize for market fit (especially for the fact that they’d want to make profit since they aren’t as rich as Mavin that could bare losses).

2. Elestee’s Lack of clear drive, direction, and personal hunger for impact.

Beyond the system, Elestee never fully established a compelling reason for people to care deeply about her as an Artiste.

There was a noticeable lack of clear artistic direction, strong A&R guidance, and cohesive branding.

From the outside, it often felt like the music and overall presence were more centered around her personal worldview and fantasies than audience connection, which doesn’t work in the music business.

What may be interpreted as a lack of hunger could also reflect: unclear vision and also being with the wrong circle (friends/influence) or insufficient creative discipline

Elestee’s music and personality was so disconnected from the Nigerian market that she wasn’t in any serious conversation in the music ecosystem.

She didn’t put in work to build and sustain a community that cared about what she represented. She moved like an amateur Artiste who was lucky to be signed to a massive label.

That said, her story isn’t over.

Leaving Mavin can serve as a reset if she handles it intentionally. While it’s significantly harder to rebuild momentum after exiting a platform like that, it is far from impossible.

What matters now is clarity, positioning, and the right team.

She should also not be tempted to want to have public fights with the Label or blame them for her situation. It will make things worse for her.

The opportunity for major success may have narrowed but it hasn’t completely disappeared.

[Nelsun @Adapioyi]

It takes immense hard work and determination as an independent artiste to produce results as remarkable as this.

Join us by 8pm tonight as @swayveemusic shares his secrets to his drive and productivity.

Go stream his music here: https://t.co/T9z7zjoLF5

[Olá Oluwasanmi Brand Consultancy @olaoluwasanmi]

For a chance to win 3 thousand naira call voucher:

Which of these affiliated music business careers is the most important:

A. Artiste Manager
B. Lawyer
C. Catalogue Manager
D. Marketer

Please give context to your answer.

[SLAY PAPA NEVER DIE 🕶️ @afrobyslay]

I released my debut single SPORT one year ago today. 🎉

To everybody that’s has been supporting me since then I’m grateful.🙏 @TOMFORDTITAN @Imergination @Osas_ThePlug Mayu DJ Kahleon @AfrobeatsHead @C_AfrobeatsHead thank you. 🙏

[Olá Oluwasanmi Brand Consultancy @olaoluwasanmi]

TALENT IS NOT ENOUGH Seminar!

Meet Our Tutors: @Lanre_Lawal & @4thislagos

16th January promises to be worth your time. Register with the link below.

https://t.co/i0yAomueC1

[Olá Oluwasanmi Brand Consultancy @olaoluwasanmi]

The good thing about this is, you can, on your own, start to Brand yourself using this metrics.

You're invited to my seminar happening on the 16th in Lekki.

Register here👇

https://t.co/i0yAomuMrz

[Olá Oluwasanmi Brand Consultancy @olaoluwasanmi]

Do you know about the Validation phase of a music career?☺️

[Imergination Music @Imergination]

#NewProfilePic

[Chidera Nnamani @BrodaDerahh]

This is not just a concert.
It is the birth of a culture shift – one that will shape the future of music, art and youth culture in Nigeria.

500+ young creatives. 1 stage.

A movement is rising – and your brand can be in the spotlight.

[Who The Hell is @uncle_DIA]

This is not just a concert.
It is the birth of a culture shift set to influence the future.

500+ youths, 1 stage &
Your brand in the spotlight.

Become a part of this movement.
#WhoTheHellIsUncleDIA ♠️

My DM is open for further inquiry.

[Nelsun @Adapioyi]

The EAT20CHART playlist I provides the most value to emerging Artists in 9ja.

It not only gives you visibility, but also increases your monthly listeners.

Looking for the best 20 songs from emerging Artists?
👇
https://t.co/Yg4MBWQ9rR

Powered by @Imergination

[Imergination Music @Imergination]

@RillartT @uncle_DIA It is almost impossible to do it alone in the Nigerian music business. One has to position strategically to attract community help or investor.

[Nelsun @Adapioyi]

It's another Monday, and the TalkActive session will be live on X by 9:30Pm tonight.

Join @uncle_DIA and myself, as we discuss the dynamics & Illusion of being an Independent Artist.

The TalkActive session is powered by @Imergination, for creatives in the music business.

[AgainstTheBlueprint✝️ @iamspotkizzy]

Tune in tonight for another TalkActive session by @Imergination

[Nelsun @Adapioyi]

Call for Entries:

The Emerging Artists Top 20 chart (EAT20CHART) for the month of June, 2025, is now open for song submission by Artists or their reps.

Songs are rated based on Creativity, Delivery, Production Quality & Replay Value.

Submit via the link: https://t.co/79JqXXrcr8

Submission closes on the 25th of June.

The EAT20CHART is powered by @Imergination

[Olá Oluwasanmi Brand Consultancy @olaoluwasanmi]

@iangravitee - Can't Believe
@badgirldela - Pedal
@yhta_ - Come Online
@itsdtee - Early 20s
@Laydronn - Gbedu Vibes
@iammanasay - One Million Boy
@imergination - A Game

Link:
https://t.co/vhDhq3Sa15

Cover Artiste: @badgirldela

[Imergination Music @Imergination]

@olaoluwasanmi @UXartiste @Efezino_Akpo @DaVinxMusic @motion_xx @Tiimie_Official @lussh_szn @Phlexzy @JMBtherapper @tyzonnmiles Standing in our A Game.
This is a big endorsement for imergination.