Roc Nation. Iyanya.
Over the past few days, the internet has been flooded with the story of Iyanya and Roc Nation. Reports have it that the singer, who switched his business when he dumped Made Men Music Group, a company he co-founded, to join Mavin Records, is now working on a collaboration with Roc Nation.
That’s the sort of business that gets everyone all hyped and swooning. Roc Nation, the outfit owned by Jay Z is prestigious, with some of the biggest superstars in pop music signed to them. They have some of best practices in the international space, and such a collaboration, which would see Iyanya on their books is good business for everyone involved, as long as the contract is right.
If this deal is confirmed and announced, it would mark the second time that Mavins and Roc Nation are coming to terms on a deal. The previous time both camps came together for work, it was the signing of Tiwa Savage.
And they have the opportunity to explore more business now.
Iyanya’s deal, when it is officially declared will be good for the brand, with international management and all of the gains that come with it. There’s potentially a lot of good things that could come out of such a deal, and Iyanya will take it with both hands. He is at a stage where he needs a lot to happen for him, and push his brand further. He is a big name, but he isn’t currently a hot artiste.
Iyanya has not had a hit song in a long time, and although you could chalk that to bad management and a couple of bad turns and poorly created and promoted content, he appears to have sorted out his business by signing on to Mavin Records.
So far, that deal has produced a single, and a video to match. But it feels too light.
Iyanya has to push himself in the creative department, and get more singles. In 2017, he needs to be aggressive about his content release, and flood everywhere with the best of his content. The general industry accepted standard of one single every three months should be torn up and a new one written for Iyanya.
He has to move from being a big name, to being a hot artiste. A hot artiste has songs on radio, has the latest hits that rock the country, and pushes out more work. Content is the only way forward for him and he can do it.
Iyanya has one of the most versatile music-making heads in Nigeria. He is versed in a number of genres, and fusion music. He has everything all up in his head. And since his signing, he has been recording new stuff for the big push.
That big push has to happen as early as possible in 2017. Sooner, rather than later. And I hope that’s what Roc Nation and the powers at Mavin Records and Temple Management are working on. A secret special uber-potent formula to make Iyanya the hottest recording artiste of the year.
Anything else won’t do much for his career.
Courtesy of Pulse.ng
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