This 'Doro' Thing!


What's good guys?

What’s been happening to you lately? I’m sure we are all busy running the marketing race: positioning ourselves for competitive advantage, trying to outshine one another and generally adding value to some cause or ourselves. Great!

This doro thing has been around town for a couple of weeks: Doro something must doro another thing to bring about something very doro….

 I love music… No, I love good music and I love life.

The Mavins’ track ‘Dorobucci’ is always on repeat whenever I decide to listen to it. I do have a whale of a time anytime I have it on. I am listening to it as I write and I always love it so…
But really, this isn’t only about Don Jazzy, The Mavins and the song ‘Dorobucci’.  I have read so many comments about the song and I cannot but marvel at how the title of a song has become a slang. Same with Dr Sid’s “Surulere”. What dorobucci means and the context with which it is used is a different game entirely ( I have read a lot of funny comments too).


A few weeks ago, a few people and I were having an argument on what makes music marketable or profitable with specific reference to Nigeria? Is it the artist, the music itself, the video, the hype or generally the situations surrounding such music?  A number of factors could be responsible anyway. Gone were the days when we go to parties and all we ever have to dance to are ‘imported’ songs. We can have an all night party in Naija now and all we will dance to are good locally made songs. Amazing what the revolution of music, like the revolution of brands has become in our dear country.
What makes music marketable? Can an artist engage his fans? What makes a music video sell? Can music like an artist be branded? Can music gain some equity? These and many more are questions that can be answered with conscious efforts and co ordination. My own responses to these questions will be projected in a few activities that have been happening recently:

·         Tiwa Savage performed at the just concluded BET Music Awards. This means our music is being exported. Just like ‘Thriller’ and “Always be my baby’  that were favourites way back.

·         Tu Face’s collabo with T Pain, DBanj’s collabo with Snoop and Davido’s recent collabo with Mafikozolo. A reflection that our indigenous artists are fast becoming global stars.

·         Davido’s Award for Best Music Act 2014 at the BET Music Awards. This means our artists are getting international recognition.

·         Wizkid’s picture was recently published on Telegraph Newspaper in the UK to mention a few…

It is also note worthy  that the multi-ethnic nature of Nigeria has given birth to different genre of music. However, in clear terms, it may be a daunting challenge to measure the equity of our artistes and their music. Due to piracy and lack of statistics for example, we will not be able to know how many albums were sold per time.  I know that in the last two decades for example, Fuji music has gained wide popularity in South West Nigeria with supporters creating an avenue for Fans to meet and even organise performance shows. A few of them are K1 Fans Club, Pasuma Fans Club and Saheed Osupa Fans Club. This in itself, is customer engagement (or do we call it Fans’ engagement)

A few days ago, I read of a promo by the Mavins for one super fan to feature in its Dorobucci video. All this fan needs to do is follow Don Jazzy & Channel O on Twitter & Instagram and tell why s/ he is the Ultimate Mavins Fan. That’s customer (fan’s) engagement, creativity and the effective use of social media all wrapped in one. What of the near perfect blend of the marketing mix? Product (the track/single/album), Price ( cost of download, caller tunes, album etc.), Place (almost everywhere: phones, ipods, online, social media) Promotion (adverts of shows, live performances, endorsements to mention a few).  Indeed, this doro thing just goes beyond making good music…

Need I say more, our music is doing well locally and internationally. Some day, we’d be able to measure our artistes and their music’s equity. Hopefully, soon.
Here are a few of my doro songs of the season: Dorobucci (of course), Omo Jaye Jaye (Wizkid), Aye (Davido), Double Wahala(Oritsefemi) and Surulere ((Dr. Sid).

Back to my song and my favourite verse…Doro na Diva, Doro na Tiwa…. Lol!
Music gives meaning to life.

Dorotillopps signs out.

Enjoy!
Tillopps

Follow me on twitter: @ tilloppss

 






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