New Telegraph

Abraham speaks on Nigerian Fashion and music industry synergy

Nigerian-born Austrian fashion model, musician, and social media influencer, Abraham Adegeye speaks about how the links between music and fashion have always been somewhat tenuous in the Nigerian entertainment industry.

According to the fashion influencer, the rise of Afropop acts like Wizkid, Tiwa Savage, Burna Boy, Yemi Alade, Davido, and more, paved the way for partnerships with multinational brands but lack of structure is still a big problem.

Abraham who was born and raised in Lagos, Nigeria, but moved to Vienna, Austria said the lack of structure here makes verifiable data hard to come by and, without data, it becomes difficult to prove that clothing brand collaborations, international or local, will bear tangible fruit for both the artiste and the brand.

“Here in Nigeria, artistes seem to only just be wisening up to this, no a verifiable one-stop-shop for accounting for music streams in Nigeria,” he said.

“There is some data – such as the Apple Music Top 100, and the music chart publication, TurnTables, which accumulates charts across different channels such as Triller, TV, airplay, and more – but pertaining to a verifiable source for all cumulative streams, there is little data.”

Abraham further said Nigerian artists are increasingly seeing the value of branded collaborations with fashion brands.

“But, it takes two to tango so for the two industries to truly benefit off each other, Nigerian brands must also be willing to collaborate with musicians,” he added.

With Afropop at the forefront of conversations emerging from the continent, Abraham said now is a good time than ever for fashion stakeholders to place their bets on Nigerian promising artists, and capitalise on the self-sustaining cross-promotion that collaborative ventures between fashion and music have to offer.

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