In a compelling address to the music industry, Felix Imoh, a prominent figure at Legit.ng, has issued a clarion call for artists to take charge of their media infrastructure. This move, he argues, is crucial for achieving sustainable virality and maintaining artistic control in the rapidly evolving digital landscape.
The Imperative for Media Ownership
Imoh emphasized that relying solely on external platforms for music promotion can limit an artist's reach and financial gains. By owning media assets, such as websites, social media channels, and streaming services, musicians can directly engage with their audience and monetize their content more effectively. This shift, he suggests, is not just a trend but a necessity for long-term success in the competitive entertainment sector.
Strategic Planning for 2026
Looking ahead to 2026, Imoh outlined a strategic vision where artists leverage owned media to amplify their work. He highlighted that this approach allows for greater creativity and authenticity, as artists are no longer constrained by third-party algorithms or policies. Moreover, it fosters a deeper connection with fans, who increasingly value direct interactions with their favorite performers.
Key benefits of media ownership include:
- Enhanced control over content distribution and messaging.
- Increased revenue streams through direct sales and advertising.
- Improved data insights to tailor marketing efforts.
- Reduced dependency on volatile external platforms.
Challenges and Opportunities
While the call to action is ambitious, Imoh acknowledged the challenges, such as the initial investment required and the need for technical expertise. However, he pointed to success stories of Nigerian artists who have already begun this journey, demonstrating that with proper planning and collaboration, these hurdles can be overcome. The growing accessibility of digital tools makes this an opportune time for musicians to embark on this path.
In conclusion, Felix Imoh's advocacy for media ownership by 2026 serves as a wake-up call for the music community. By embracing this model, artists can secure their legacy and thrive in an era where virality is increasingly driven by owned channels. This proactive stance could redefine the future of Nigerian music, empowering creators to build lasting careers on their own terms.
