Lanre Masha on Global Deals, Artist Breakouts & Afrobeats Money | Afrobeats Intelligence

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“You need about 9 streams in Nigeria to get one outside.”
In this insightful episode of Afrobeats Intelligence Podcast, host Joey Akan sits down with Lanre Marsha, Director of West Africa for The Orchard, a global music distribution powerhouse. Lanre pulls back the curtain on the Nigerian music industry, offering a masterclass on navigating its challenges and opportunities with integrity and strategy.

Timestamps:
00:00 — Authenticity in a Viral World: Staying true to yourself in the age of TikTok, stream farms & short-form music marketing
08:45 — Success Without Selling Out: How Afrobeats artists in the diaspora can build global careers while keeping their core identity
08:45–10:23 — The #1 Thing Every Emerging Artist Needs To Know
12:05 — Missed Deals & Harsh Realities: Why signing rising Nigerian artists like Llona was too expensive for international markets
15:34 — Stream Farming in Nigeria: How artificial plays hurt real artists & delay Afrobeats' global growth
22:05 — The Secret to Artist Longevity: Why strong teams are more important to music artist success than viral hits
24:45 — The Harsh Truth About Record Deals: Most Nigerian artists don’t earn $10K per year from streaming
33:12 — Red Flags in Artist Contracts: What creators and their teams keep missing
34:45 — Why Nigerian Streaming Metrics Lag Behind US/UK Charts: Understanding local vs. international DSP behavior
36:37 — Afrobeats is the Best Bet: Why global investors and labels are looking at Lagos, Accra, and Joburg
42:30 — Artistry vs. Hype: How Afrobeats can stay sustainable beyond TikTok trends and quick hits
52:25 — Supporting the Culture With Integrity: Lanre’s vision for ethical artist development across Africa and its diaspora


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