Popular Tanzanian singer Diamond Platnumz has attributed the success of Nigerian Music to their support towards each other. Speaking at a BBC interview, the award-winning singer admitted that despite Nigerians being many in numbers, the reason behind the success of their artists across the continent and even in global markets, is because they (Nigerians) appreciate and deeply support their own.
Challenging fellow artists within the continent, Diamond added that as artists, it is important for one to do their own due diligence and contact research should they want to tap into the West Africa markets.
“We need to do our research, from the artistes to the record label. Them (Nigerians) support each other apart from the fact that they are many in numbers. We need to know what we need to do to penetrate into their industry and international world,” he said.
According to him, artists need also to think beyond their local audience. He believes that various songs may completely resonate with a local audience and fail terribly when it comes to international or global reach.
“For example, not every music that is liked locally is liked by the international market,” he said.
Speaking from experience, Diamond shared an example of his hit song 'Mtasubiri' featuring Zuchu which did well in East Africa Market. However, his Afrobeat song 'Wonder' gained an international recognition and did not do that well locally.
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“Do your research. You need to know what people want and at what time. I do some songs not because I love them but so that I'm able to get into the international audience,” he added.
Admitting that a section of his fans thought he had ‘lost it’ when he ventured in the international markets, Diamond added that he had to be very strategic with his moves in order to penetrate various markets that initially were thought to be for specific artists. According to him, he had to break the odds if he wanted to do well internationally and even earn a living from it.
“When I was releasing the song 'Marry You' ft Neyo and others, people at home thought I had lost direction. I had my own target and those are the songs that have helped me do shows all over Africa,” he said.