The Nigerian entertainment industry has continually evolved through technological eras—from cassettes to radio dominance and now the age of music streaming. Yet, one constant remains: fierce competition for audience attention.

Entertainment enthusiast Stanley Udeh noted in an interview that Nigerian artistes are increasingly relying on digital playlists rather than traditional promotional avenues such as radio airplay, media interviews, print features, and live performances.

According to Udeh, playlists on platforms like Spotify, Audiomack, Apple Music, and Boomplay have become key drivers of visibility. Features on popular playlists such as “New Music Friday Naija,” “African Heat,” or “Afrobeats Hits” can propel an artiste to instant recognition, sometimes achieving greater impact than prolonged radio rotation.

“These platforms have opened up global access,” he said. “Artistes can now upload music from anywhere and reach millions. However, the fast rise often comes with an equally fast decline.”

Udeh explained that songs gaining quick traction on playlists can fade just as rapidly when algorithms refresh or playlist line-ups change. This, he said, pressures artistes to continuously release new material to remain relevant.

“Digital playlists offer visibility but not always longevity. The connection with listeners is often brief,” he added.

He observed that many artistes sidelining traditional promotion—interviews, radio tours, magazine features, and community performances—risk losing the personal connection with fans that once built lasting identities. Without this foundation, artistes may become “faceless names” whose songs trend briefly but whose brands fail to endure.

Udeh emphasised that the industry’s future lies in balancing digital reach with genuine audience connection.

“Digital playlists open the door, but traditional promotion builds the house,” he said, stressing that artistes who want not just hits but lasting impact must embrace new digital tools while maintaining the human touch that fuels the entertainment industry’s vibrancy.