IYANYA GETS REAL ABOUT THE STRUGGLES OF PROMOTING MUSIC TODAY
Nigerian singer Iyanya Onoyom Mbuk, popularly known as Iyanya, has opened up about the challenges artistes face when promoting their music in today’s digital age.
The Kukere crooner said music promotion has become largely transactional, with success often depending on how much an artiste can spend on influencers and online marketing. “It’s not like before when radio and pure talent could carry you,” Iyanya said. “Now, you have to pay people to post your song, dance to it, or make it trend everything is business.”
Although he admitted that this shift has made things tougher, especially for upcoming or independent artistes, Iyanya also acknowledged that it has created new ways to reach fans around the world. He explained that social media now plays a huge role in shaping an artiste’s visibility, and learning how to navigate it is key.
“You can’t ignore the digital space,” he added. “If you want your music to go far, you have to play the game smartly.”
Looking ahead, Iyanya teased fans with details about his upcoming fourth studio album, calling it his most personal and mature project yet.
The album blends Afrobeats, R&B, and highlife, showcasing the growth of an artist who has stayed relevant since winning Project Fame West Africa in 2008. With classics like Kukere, Ur Waist, and Sexy Mama still loved by fans, Iyanya proves that no matter how much the music industry changes, real talent and rhythm never fade.
